Setting prices for artwork

Recently there was a post in a forum asking for advice on setting a price for artwork:

“I need some pricing help! How do you guys price your art to sell? … I don’t want to become another artist who charges a fortune and no one buys anything. HELP! How do you guys charge for your art?!?!”

Of course I have an opinion… which goes something like this:

First and foremost, you need to be fair to yourself. You need to be setting a price that pays you a living wage… no one should ask you to work for less. Some artists price emotionally instead of using a good business model which is unfortunate because it causes other artists a lot of grief (and explaining) and really confuses art buyers, especially new or casual buyers. Artists who price emotionally also run the highest risk of either drastically underpricing their work, or becoming one of the ones you mention who cannot sell their work because they’ve way overpriced it — and both of these experiences can defeat an artist who is just getting started in the market.

So how do you determine the right prices, how do you hit that sweet-spot between undervaluing your work and pricing yourself out of the market? And what exactly is your market?

First I want to address the idea of “market”…In the past your market was pretty much defined by your geographic region, the area you were willing to drive or ship your work to. These days your market can be wherever and whoever you conceive it to be. With the various online tools available to us now, location is no longer the limiting factor to determining your market. That said, it is even more important than ever to carefully consider your portfolio. Don’t put every single piece you’ve ever done on a website, Facebook, or Linked-In. Put only your very best work out there. If you cannot decide which pieces best represent you, poll your friends and family (try really hard not to be put off by their comments and suggestions). And if you feel like you absolutely must put that piece you did ten years ago (when you were first learning your trade), be aware that it probably doesn’t represent your current abilities and strengths, and it will affect how buyers evaluate the worth of your work.

The formula for determining price is really quite simple (however it is really hard to get comfortable with). You need to take into account your time, materials and supplies (and their associated costs), and overhead (a portion of your household expenses if you work in your home or all of your studio costs if you maintain a separate studio). Materials, and to some extent, overhead are relatively easy to determine. Time can be a real bugaboo… especially if you haven’t been paying attention to how long it takes you to do a piece. You will need to initially make your best guess, and then become obsessive about keeping track. You’ll need to decide if you’re comfortable including planning and deliberating within your billable hours, along with the time it takes to learn a new skill or process… In general I usually weigh that decision based on the exclusivity clause: am I going to be able to apply this planning/deliberation/learning to future projects or is it only applicable to this one project or this one commission? Once I have that figured out I can decide how much of it — if any — should be built into the price of an art work…

The other conundrum you need to think about is the wholesale / retail price issue. If you EVER intend to sell in galleries or shops, you must be selling to individuals at a price that would be comparable to what a retailer would price your work at for a significant period of time before you begin to move your work through a retail establishment. No gallery will pay you the same amount you have been selling at — they cannot, they also need to make a living wage. They are going to expect to purchase your work at 40 to 60% of what you are currently selling it for, so be sure to add that markup into your calculations when selling to individuals. If you get into a gallery or shop, and they learn that you are underselling them, you will loose the gallery and probably not find another soon.

There is often quite a bit of guilt and a whole lot of uncertainty for most artists when they are pricing for individual sales. What you need to remember is that you deserve that extra compensation BECAUSE you are acting as your own retail agent… which is taking up your valuable creative time. You are out on the streets looking for customers; you are enduring arts fairs and festivals; you are searching for commissions. That is ALL work that you need to pay yourself for doing.

So, easy as pie, right? You can do this with your eyes closed and both hands tied behind your back, right? Excellent… but there is something else you need to also be thinking about… Worth.

Perhaps the most difficult area regarding pricing work that an artist needs to consider is determining worth. Worth trumps the pricing formula every single time — it’s the monster under the bed that makes us all doubt and second-guess our art and our art practices.

Worth is different than price — worth is determined by the quality of your work and its future value. Quality is a moving target that is most clearly demonstrated by your attention to detail, your technical skill, and your devotion to artistic growth. It requires a reflexive, often ruthless, self-evaluation that is honest and informed.

Luckily, if you pay the utmost attention to quality, future value will likely take care of itself.

BMW - Ideas and Thoughts

BMW is asking people for ideas for the future on facebook

"Do you have a great idea, a design, a vision for the future or a start-up concept that concerns sustainable mobility? Just go to our “Your ideas” tab and enter the details of your idea, design or concept. We will promote the best three ideas with posts on our wall. We are looking forward to your entries!"

I'm not certain that I have a specific project. But I do have an idea that I feel is critically important... not a new idea, by far, but one I don't hear enough people talking about.

We really, really need to be mindful of the entire ecological effect any given project, product, or process has. Surely we're good enough at analyzing things now that we could determine which is more harmful - paper or plastic? gasoline or electric? coal or nuclear?

I don't drive a hybrid or electric car - not because I don't feel passionately about the environment or sustainability... but because I don't know if it's worse to drive a very fuel-efficient traditional vehicle, consuming petroleum products and leaving behind the residue of my passing... OR if it's worse to drive a hybrid/electric and encourage the ecological damage that the manufacturing production of batteries produces.

So I guess my Best Idea is that we learn the actual impact of our decisions; that we require government and industry to reduce, reuse and recycle (provided that recycling doesn't use more resources than making new - another quandary for another day...), that we find a way to de-politicize the information and the actions taken; and that we reward ecologically responsible behaviors (government, industry and individual) with funding and perks - make it pay to be ecologically responsible.

This will mean that we cannot maintain constant economic growth... that, above any other postmodern economic concept, needs to be publically challenged and understood... we cannot have constant, perpetual growth - it's a fallacy to think that our resources will sustain it. Like every other rhythm on earth - ecomomic growth should ebb and flow.

I survived, but...

... my phone did not. Well, it did not survive unscathed.

Went for the first outdoor bike ride of the year this past Saturday. A car came quickly out of a driveway right in front of me and I had to come to an abrupt stop. I did not have my pocket zipped closed and when I caught myself (and my bike) by getting one foot down fast, I kneed my phone right out of my jacket pocket.

It landed face-down on the pavement and came apart. I picked up all the pieces (including the pieces of glass from the touch screen and took it home. It still turned on, so I put the glass pieces back in, and covered it with packing tape...

I'm not close enough to the end of my phone contract to even think about getting another phone - I refuse to pay full price for one of these things.

Matters of Concern II

I've been reading about SB 1070 - the Arizona anti-illegal immigrant law.

It's very alarming, and it makes me no little bit sick to my stomach. This law is akin to the law that put Japanese immigrants and Japanese-Americans in labor camps during WWII. This law turns Arizona into a place where you have to carry your "PAPERS" with you at all times so that you can prove you are a citizen of the U.S. or that you are in the country legally - if your skin is brown that is... Very Gestapo... 

Some proponents are positioning the law as a way to address the influx of illegal immigrants, claiming that individual states should have the jurisdiction to police the national borders. However border control is a task that the constitution grants to the federal government alone. These advocates of SB 1070 seem to feel that harassing Americans of Latino or Hispanic decent and those immigrants who are legally here in this country, is acceptable collateral damage, and they should just put up with it in the name of catching those who are here illegally.

They fail to realize that that is absolutely unacceptable. No citizen of the U.S. is supposed to have to fear the papers-police. All their ranting about Anti-American-this and Un-American-that seems to miss this very crucial point... In my mind there's nothing more anti-american than the loss of our civil liberties, of our essential freedoms. And one person's loss of freedom is a loss for all of us.

The supporters of SB 1070 fail to realize that much of the illegal immigrant problem is due to our government's mistaken policies. That NAFTA and other like-minded free market-based policies actually have worsened the illegal immigrant problem instead of being a part of the solution. In the 1980s and 90s, NAFTA proponents boasted that trade, not aid, would boost the lot of Mexico and Mexicans. By raising Mexican living standards and wage levels - NAFTA's intended goals - Attorney General Janet Reno predicted NAFTA would reduce illegal immigration by up to two-thirds in six years. "NAFTA is our best hope for reducing illegal migration in the long haul... If it fails, effective immigration control will become impossible..."(Reno, 1994).

Well, guess what, Janet - it failed.

Instead of increasing the living conditions for the Mexicans and benefiting the Americans, the flood of illegal immigrants to the United States is up, and the standard of living of the average Mexican is down. People don't leave their communities, their friends, their families and their cultures because they want to. They leave because they have to. NAFTA set the stage for the kind of poverty that drives people to break laws simply to feed their families.

NAFTA permits heavily-subsidized US corn and other agri-business products to compete with small Mexican farmers. This has driven the Mexican farmer off the land because they cannot compete with the low-priced imports of US corn and other agricultural products. Millions of Mexicans have been forced off their farms and out of agriculture, and many of those that remain are living in desperate poverty. These people are among those that cross the border to feed their families. Meanwhile, corn-based tortilla prices have more than doubled in recent years and will continue to climb due to, in part, the U.S. policies encouraging production of corn-based ethanol.

NAFTA's service-sector rules allowed companies like Wal-Mart to enter the Mexican market. By selling low-priced goods made by ultra-cheap labor in other countries, these discount stores eliminated tens of thousands of small and medium-sized Mexican businesses.

It's definitely a quagmire now.

I'd like to think that a move to fair market policies rather than free market would eventually fix at least some of the problems, but I think that the vociferous voices on the right would find a way to stigmatize the fair market movement with their cries of "Socialist agenda" and "Anti-American."

I also doubt that we've enough time to make it work before the meltdown occurs. It seems we're reaching a fevered pitch - at least as far as the rhetoric is concerned.  I'm worried that we're going to see an increase in violence soon.

The bigots hiding behind the "States' Rights" rallying call are very good at working their constituencies up into a rabid spittle-spewing froth, feeding the immigrant-bashing mantra that is sweeping the country via their  Tea Party pro-America, America-for-the-Americans platform, and playing on the fear of losing jobs to immigrants - the fact that those jobs are ones that no red-blooded Tea Party regular would ever consider doing is irrelevant.

egad... what's next?

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Sustainability - Problems & Solutions

One problem with talking about sustainability is that it is an overwhelming idea. There is great resistance to changing our lives, especially if we think it means deprivation of any kind... even inconveniencing ourselves is sometimes more than we can deal with. I admit it - I have those days.

Another issue is that it is so very difficult to know when we are hearing/reading valid information, and when what we are hearing/reading is just sales hype - just Greenwashing.

A third major problem with sustaining the sustainability movement is it is so DAMN expensive to go green - or at least it feels like it is. Products seem to cost so much more when it bears the label - "Green."

And one last issue (at least the last that I can think of right now) is that there is not much solidarity in the movement. So many people are doing so many different things. I know that there rarely is the unity in a social movement that people think there is, but I cannot help thinking that a bit more unity and common direction would help considerably.

So, we are adding new sustainable ways to our lives, one thing at a time - CF lightbulbs, buying local produce, using cloth tote bags, riding bicycles whenever possible, driving less, investing responsibly, using fewer toxic chemicals and trying to talk more with people about sustainable living.

I have to think about all the work it takes incrementally or I will give up on it.

Sustainable Living

Most people I know talk about sustainability in regard to the environment. I think that is a rather narrow path to take. Sustainable living involves more than just dealing with environmental issues.

Sustainability is approached (not achieved) when the environment, the economy and society develop in collaboration using only the resources that can be replaced. An essential element of the concept is ensuring future generations’ ability to do the same. It involves fair trade and social justice. It means livable lives for everyone. If we cannot come up with lifestyles that everyone can adopt, it isn't really sustainable, is it?

Abelisto talks about sustainability and the treadmill of production. I have trouble thinking my way through that discussion. I, like so many others, keep trying to find ways that we can produce our way out of this mess. But I know we cannot. I know that we cannot have continual growth, our economy cannot keep growing - most of the growth we have achieved in the last 50 years seems to me to be a shell game, a global "robbing-peter-to-pay-paul." How can you call it growth if all you are looking at is profits? What about all those costs that keep getting deferred? Costs my children and grandchildren will end up paying...

As I said, I know we cannot fix this by producing - but I am having a hard time grokking it. Maybe it's denial - if we cannot produce our way out of this dilemma, how do we get out of it? Or can we?

Makes me want to buy a piece of ground and get sheep again (and all the other crap for a self-sustaining lifestyle). I think  I have read too many apocalyptic SciFi novels...

Tom Dispatch

I've added Tom Dispatch to my blogroll. It's a political statement I'm making by doing so.

I encourage people to read it, but I'll warn you ahead of time that it's not for the faint of heart. It can be scary, discouraging, infuriating, frustrating and more.

It is one of the most important things I read.

It's really hard to do it though.

A New Budget

September always brings new budgets in our house. Every year, at this time of year, at least one person in the household (and probably more) is retooling, rethinking and reassessing wants, needs and how far a dollar (or $20) can be stretched.

It's the time of year when school shopping has been my love-to-do/hate-to-do task (one I no longer face since everyone is out of high school and either done with college, or paying for their own stuff). Love the "organizational" shopping that notebooks, pens & pencils & markers, post-it notes, binders and those nifty zipper pockets for them, implies. Hate the list of "must-have-on-first-day-of-school" that the public school sent out every year (divided by grade level). Hate the fact that kids can be so cruel and if daughters and son came in less-than-stylish clothing they would be tortured, cut to the bone with a glance and a snicker.

For the last 20 years or so, I have had to postpone a birthday celebration for myself (d.o.b. 9/13) because school shopping would so blow the budget. We would finally recover in time to do the Christmas shopping sometime late-October or early-November. Not a bad thing, since I have way too much stuff anyway. But some years there wasn't even enough left to have a cake and ice cream.

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Thinking about McCain's $5-million-dollar-is-rich jokey response to the discussion of class and wealth...
NY Times Op-Ed by economist Paul Krugman