How to Price Your Art for Exhibitions – A Guide for Artists
Introduction: Finding the Sweet Spot
Pricing your art can feel like walking a tightrope: set your prices too low and you may undervalue your work; too high and you risk scaring away potential buyers. Unlike commodities with standard market rates, art pricing is subjective and influenced by factors like reputation, medium and market demand. As you prepare to exhibit with The Holy Art, having a clear pricing strategy will boost your confidence and help collectors take your work seriously.
Factor 1: Understand Your Costs
Before assigning a price, calculate what it costs you to create and deliver each piece:
Materials: canvases, paint, photographic paper, sculpting materials, framing and finishing.
Labour: estimate your time in hours and assign a reasonable hourly rate that reflects your skill level and experience.
Overhead: studio rent, utilities, marketing expenses and equipment amortisation. Divide these by the number of pieces you produce in a given period to find a per‑piece overhead cost.
Shipping and exhibition fees: when exhibiting through The Holy Art or other galleries, include the cost of shipping works to and from the venue plus any exhibition fees you’ll pay upon acceptance. These are part of the total investment in bringing your work to market.
Adding these together ensures that you cover your expenses before considering profit.
Factor 2: Research Comparable Work
Pricing art isn’t done in a vacuum. Study what similar artists are charging:
Medium and style: Compare within your medium (e.g., oil painting, ceramic sculpture, digital print) and genre (abstract, figurative, conceptual).
Size and complexity: Larger works typically command higher prices, but complexity and detail can justify higher costs for smaller pieces.
Career stage: Emerging artists generally price lower than those with extensive exhibition histories.
Geographic market: Prices can vary by region. Research galleries and online platforms in your area and internationally to understand market expectations.
Look at sold works, not just asking prices, and remember that gallery commissions and fees influence final sale amounts.
Factor 3: Choose a Pricing Method
There are several approaches to pricing artwork:
Cost‑plus pricing: Add a markup (often 20–50%) on top of your calculated costs to arrive at a sale price. This ensures your expenses are covered but may not reflect market demand.
Market‑based pricing: Set your price based on what similar works are selling for, adjusting for your costs and reputation.
Size‑based formula: Some artists use a consistent price per square inch or per linear metre for works on canvas. Multiply the height by the width to get the area and then multiply by a dollar or pound amount. Adjust this formula over time as your reputation grows.
Tiered pricing: Group works by size ranges (small, medium, large) and assign set price bands, simplifying decisions for both you and collectors.
Whichever method you choose, be consistent so buyers and galleries know what to expect.
Factor 4: Consider Editions and Reproductions
If you offer prints or reproduce your work, pricing must reflect scarcity and production value:
Limited editions: Smaller edition sizes (e.g., 1/10) can command higher prices. Clearly number and sign each print.
Open editions: Prints without a limited run are more affordable and can attract a broader audience. Price them lower than limited editions.
Original vs. print: Originals should be priced higher because they are unique. The price difference should be significant enough to reflect authenticity and craftsmanship.
Be transparent about edition sizes and production methods to build trust with collectors.
Factor 5: Allow for Gallery Commission or Fees
Most galleries take a commission on sales—anywhere from 30% to 50%. The Holy Art exhibition fee covers the cost of participation, but if you sell work through us or another gallery, be sure to clarify any additional commission. When setting your price, factor in these percentages so your take‑home amount remains fair.
For example, if you want to earn £500 on a painting and the gallery commission is 40%, you need to set the retail price at approximately £833. (£500 / 0.60 = £833). Discuss commission terms with the gallery in advance to avoid surprises.
Factor 6: Adjust Over Time
Your prices should evolve as your career progresses:
Gradual increases: Raise your prices gradually as demand grows and your exhibition record expands. Sudden jumps can alienate existing collectors.
Consistency across venues: Keep your prices uniform across galleries and online platforms to avoid confusing buyers or undercutting your partners.
Review annually: Recalculate costs and review comparable sales at least once a year. Adjust your formulas accordingly.
Keep a pricing record so you can track changes and justify increases to collectors and galleries.
Communicating Your Prices
Once you’ve set your prices:
Be prepared to explain your reasoning. Collectors appreciate understanding the factors behind a price, especially if they are new to purchasing art.
Display prices clearly. List prices on your website and include them on your inventory sheets. Transparency builds trust.
Offer payment options. Accept instalments via services like Klarna, Afterpay/Clearpay or Revolut Pay, as The Holy Art does, to make purchasing more accessible.
Conclusion: Price with Confidence
Pricing your art may never feel entirely comfortable, but it’s an essential part of becoming a professional artist. By understanding your costs, researching the market and choosing a pricing strategy that reflects your goals and experience, you can set fair and sustainable prices. Remember, pricing is not static—revisit your figures regularly and adjust as your career evolves.
If you’re ready to share your work with the world, check out our current open calls and apply for upcoming exhibitions. At The Holy Art, we’re here to support you every step of the way, from submission to sale.
