This is part four of a six part series on publishing and marketing your artwork.
EVALUATING YOUR ARTWORK FOR REPRODUCTIONS
One of the most important tasks that needs to be addressed when you are considering the reproduction market for your work is the evaluation process. This process should ideally take three forms.
1. PERCEPTION
First of all, you must ask yourself how your artwork is perceived by the public. This can be a very open-ended question; however, the following broad categories will help to define things more accurately.
Classical
Is your work reminiscent of the old masters? Do you paint in a traditional way that people would equate with a classical style?
Representational
Is your work easily classified by a theme or subject such as wildlife, seascapes, architecture, people, flowers, etc? Although this is not an exhaustive list of themes, you get the idea.
Abstract
Is your work conceptual, represented by form, style and colour?
Reactive
This term is used to describe artwork that is designed to evoke a particular response. Humorous pieces, environmental statements, political work etc., are all types of work that are designed to evoke a particular reaction in the viewer.
2. PHYSICAL CHARACTERISTICS
Once the issue of perception is addressed, you may move on to examine the technical style of the work. This second evaluation considers the medium, surface, colour, texture, size and reflective properties of the work. The purpose of evaluating these things is to try and determine the best method and type of reproduction that would best suit your work. This is best done in consultation with your distributor, printer or marketing consultant. They can assist you in comparing these physical characteristics of your work with the various methods of reproduction.
3. VISUALIZATION
The third and final evaluation has to be a subjective one. You must ask yourself how you visualize your work in reproduction form. To prepare for this you should do some research. Visit a number of galleries handling reproductions and look for work that is similar to see how it has been reproduced and is displayed. Visualize your work in these settings, talk to the gallery owners and staff, and lastly approach a gallery as a potential customer. Don’t be afraid to ask questions such as why a piece is framed as it is, the value of the piece, its popularity and what other pieces the gallery owner would recommend that are similar. This technique will help you to position your work in comparison to others on the market and to determine its suitability for a particular type of reproduction. An evaluation form is included at the end of this article to assist you in answering some of the questions raised.
Drawing conclusions from the evaluation process is by no means easy. In particular, a number of artists approach the idea of evaluation with skepticism or a pre-conceived idea of what they want to see regardless. The process is simply designed to help you think through your ideas and test them against the reality of today’s market place. An open-minded approach and a willingness to learn is a good formula for success.
SETTING (REAL) GOALS
In approaching the reproduction market, a set of realistic goals is a must. In general, a few goals are common to most artists.
1. Increased Financial Reward
This is often uppermost in an artist’s mind. In many cases, even if sales of their original work are brisk, it becomes an increasingly up-hill task to produce at a rate that satisfies the market. Although raising prices is an option, today’s competitive environment may prevent prices from going up as quickly as an artist requires.
2. Increase Public Awareness (Name Recognition)
Another top reason for considering the reproduction market is the effective advertising medium that it represents. By offering buyers the option of purchasing inexpensive reproductions, awareness of the artist and their work is extended incredibly. Where else can you get paid for advertising yourself?
3. Acceptance by Your Peers
Related to both of the above goals is the goal of achieving acceptance among your peers. Acceptance for your artwork and achieving a respectable sales level for your work is part of building self-esteem. This is not to be ignored, especially with creative people often working in isolation. This immediate form of recognition and satisfaction is an essential element in maintaining a positive outlook.
4. Accessibility of Your Work
When demand for original work outstrips supply, many artists feel strongly motivated to produce at a rate that meets the demand. Depending on the medium and type of work this can result in nothing but stress. By turning to reproductions, the need to meet those demands can sometimes be relieved.
5. Effect of Reproductions on Original Work
To this date, in spite of much concern to the contrary, most artists have found that one of the results of having their work reproduced has been an increase in the price they can ask for their original pieces. This is often due to the increased recognition of the artist and thus an increased demand.
Many other personal or business reasons may initiate your consideration of reproductions. Whatever these may be, it is a good idea to examine and write down those goals and reasons. This is another building block in a successful marketing program which we will discuss next.
EVALUATION WORKSHEET
(1) What broad category best defines your artwork?
(i.e.: Classical, Representational, Abstract, Reactive)
(2) Describe your artworks’ physical characteristics in the following terms:
size medium texture colour surface reflective properties
(3) What type of reproduction do you visualize for your artwork?
Art Card Poster Open Edition Reproduction Limited Edition Reproduction Other
(4) What are the main goals you hope to achieve by reproducing your artwork?
(i.e.: Financial reward, accessibility to more people, name recognition, community status, help sell originals, etc.)
(5) By what method do you envision your work being marketed?
(i.e.: myself, friend or spouse, distributor, other....)
(6) What is your history as an artist?
(sales, exhibitions, recognition etc.)
(7) What is your marketing experience?
(8) What does your artwork mean to you?
(9) What are your financial goals?
(10) What are your public speaking and social skills?
(11) Summary: (Summarize your conclusions from questions above and fill in the following.)
A. Artwork Category:
B. Type Of Reproduction:
C. Marketing Method:
D. Short-Term Goal:
E. Long-Term Goal:
(12) Notes:
Myron Arndt is a Canadian living in Victoria, British Columbia. He has worked as a publisher and distributor of fine art and picture framing materials and services for over 25 years. Visit my blog at http://www.artbusinessthoughts.blogspot.com/