Finding the price of a watercolor painting
Isn’t it strange that we don’t question, for example, the price of a handmade table that a carpenter has put creativity and many hours of work into? But the moment something is given the label ‘art’, we are in a different mindset, right?!
Understandably so, because many people have no idea what the price of a work of art, in my example a watercolor, is made up of and – let’s be honest – why a painting ‘costs THAT much’ when you can get a framed painting for a few euros in the usual stores that also sell tons of plastic.
And how are you supposed to understand this if you are not an artist and therefore hardly know anything about the craft and pricing? That’s why I’ve decided to write down some thoughts and explanations. Please read to the end and discover a whole new way of looking at artists.
At first glance, my art is just `some paint on paper`, sometimes placed in a frame.
But there is so much more to it, and I personally believe that it is so important to lift the curtain on this subject and give you (the art lover and potential buyer) a better understanding too. And with this understanding, a new horizon of appreciation can unfold.
I also want you (my client) to trust me and understand where your money is going, to understand the supply chain of my art business and so decide whether you want to invest in one of my works!An investment in the knowledge that it’s MORE THAN JUST ART – it’s a story, a passion, a dedication, it’s an investment in me and so much more than just ‘paint on paper’.
So where does the number on the price tag come from?
To answer that, I need to break things down a bit. When I started selling my first paintings, I googled ‘how to price handmade art’ and I was so overwhelmed by all the suggestions and approaches you could find from the perspective of wholesale, retail, galleries, fairs, etc. – all very confusing.
I started with prices that I thought made sense, but I quickly realized that these prices were not sustainable if I wanted to pay myself a living wage, pay my suppliers and spend the time it took to make each piece!
Over time I have changed my prices and am still figuring out if they reflect my work, the time, skill and design that make my art as unique as it is. It’s a constant change, of course, and that’s okay.
THE WORK AT & FOR AN ARTWORK
Let’s talk a bit about the work that goes into every painting!
Work is probably not the word you expect to hear when it comes to art and ‘putting paint on paper’ because most people probably assume it’s a pretty quick and easy thing to do, after all, you see so many watercolor paintings on social media etc.
Conclusion: anyone can do it! But that couldn’t be further from the truth!
Well, yes, of course, anyone can put color on paper, but when does the artistic work begin?
And yes, creating art is indeed work:
● Showing up at the workplace = painting table
● Choosing the right motif (super important)
● deciding on the type of paper
● the right combination of colors
● choosing the right brushes
● the size of the painting
● cutting the paper to size
● moistening and stretching the paper over several days
● making a sketch and correcting it
● starting with a layer of paint, letting it dry, adding more layers, letting it dry again…
and so on and so forth…
Finally, after many, many hours of stress and happy moments, it’s done and the actual watercolor painting is finished.
● then stretch again
● take it into town to have it professionally photographed
● back at the studio with a fortunately still undamaged painting…
● drive my car to my frame supplier, choose the right frame, have it professionally framed… wow, the painting is still whole and undamaged…
● back in the studio, take more photos of the framed painting for the store
● set up a new product page with nice text and photos
● think endlessly about the appropriate price and shipping…
● Post on social media and in the newsletter to make people aware…
● yuhuuuu, an art lover has bought the piece…now send emails
● pack the framed watercolor as securely as possible
● back to town to the shipping service provider…
And sometimes there are even more steps in the whole process.
And after so many words, in a nutshell, I have to be able to make a living from it.
And not just to survive, but to earn a living income. As I said, when I started out, I quickly learned that prices that are too low are not sustainable. Sustainable in the sense that if I want to dedicate years to this art and hone my artistic vision, I need to pay myself fairly for it.
It’s the only way I can turn this passion into a job that I can do day after day, year after year, because it provides for me and my family!
The Material
This is where pricing usually begins.
The cost of the material and the labor result in the wholesale price or the retail price. I quickly realized that this is not a simple equation for me, as my consumables vary from very low to quite high and some frames are even made specifically for a painting.
For example, in the beginning I just used cheap watercolor paper, which is perfectly fine for an amateur painter, but a professional painter knows the HUGE difference between a cheap, curling paper that doesn’t hold the paint or totally soaks it up and does other horrible things while you’re trying to paint on it. Or a high quality, preferably handmade, cotton paper that you can really go wild on and create the most powerful and delicate works of art.
This is where pricing usually begins.
The cost of the material and the labor result in the wholesale price or the retail price. I quickly realized that this is not a simple equation for me, as my consumables vary from very low to quite high and some frames are even made specifically for a painting.
For example, in the beginning I just used cheap watercolor paper, which is perfectly fine for an amateur painter, but a professional painter knows the HUGE difference between a cheap, curling paper that doesn’t hold the paint or totally soaks it up and does other horrible things while you’re trying to paint on it. Or a high quality, preferably handmade, cotton paper that you can really go wild on and create the most powerful and delicate works of art.
I spent and still spend a lot of time and money trying out really good materials and making a product that can hang in your home forever without losing quality. In addition, the focus on sustainability and the environment is very important.
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The frames of my paintings are partly custom-made, especially for the large formats, and this is because the sizes I offer are not available in a typical store nearby. And as expensive as that may be, I’m grateful and proud of it. I’m honored to work with people who bring my vision to life with every piece they make for me and for you.
TIME & ME
One of the most frequently asked questions is:
‘How long does it take you to paint a watercolor?’
And I have often tried to calculate this precisely. It’s an arduous task, because every painting is different. And if it’s a commissioned work, there are of course more steps, like talking to the client, thinking about how the painting should look, etc.
But here are some ideas for a rough time frame:
1 hour – several days: cutting the paper to size, moistening and stretching the paper
1 – 2 hours: making a sketch, deciding on colors
1 – 20 hours (oder mehr): the actual painting process – this varies greatly as it depends on the size and subject as well as the degree of realism
1 hour: professional photos
1 hour: framing of the artwork
3 – 4 hours: setting up a new product page, advertising, sales process, packaging and shipping process
several hour: consideration and implementation of various sales opportunities/contacts with buyers (galleries, fairs, markets, online)
ALRIGHT, IT'S FINE
BUT I CAN GET IT CHEAPER ELSEWHERE
Oh yes, that’s true!
You can go to these ‘plastic stores’ and buy a print in a frame or you can order from a hobby painter or find something suitable on the internet. But the story/person behind the work/craft is not there to be found or felt. And that’s all perfectly fine…
But with experience and skill comes a price. And, more importantly, what does the painting mean to you…
Is it just a random decoration for your home? Or do you want a special and unique work of art, painted with intention, love and passion to beautify your home, inspire your being and uplift your spirit?
I think we’ve gotten so used to the low price of decor and being able to quickly find an affordable piece on Amazon that we get a shock when we see what things cost that are ethically and sustainably made. This is not meant to be an attack on anyone, and I realize that Amazon is the only accessible resource for some. It’s fine, because it has to suit you and your budget. But I believe that the value and art in my paintings deserves a higher price.
SO... WHY DO MY PAINTINGS COST WHAT THEY COST?
As you’ve noticed, it’s not one particular thing that makes the prize, but the combination of many aspects.
As I said at the beginning, it has evolved and is still in the process, just like my artistic skills are in the process. I started this passion/business in 2020 and plan to continue to make the best financial, business and holistic decisions for the longevity of my watercolor art.
Wow, if you’ve read this far, that’s great and I thank you!
I know this is a lot of information and maybe more detail than I need to share or you care about, but I really hope this insight helps shed some light on how my pricing comes about.
And maybe it will help you to understand artists and their challenges around finding the right prices a little better.
At the end of the day, we are all real people who make art with our hands and hearts. Painting as a profession is a great joy and I hope that I can continue to do it for many years to come. Your support makes this possible and I am very grateful for that.
With gratitude and passion for art,
Julia 🌻🫶🧑🎨