5 Surprising Ways to Make Your Artwork More Attractive to Buyers Online and IRL
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Loading... - Velila Tumi
- 29 Aug 2022
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Ever since the pandemic began, the art world’s ingrained traditions have been evolving rapidly—and for the better.
It’s no secret that the art market is an industry resistant to change. Of course, when faced with a global health crisis, many industries have been forced to adapt—and the art world is no exception. Ironically, the pandemic helped propel many artists—especially digital artists—to market stardom. Others lost their galleries and were suddenly forced to act as their own dealers.
With the ubiquity of social media, artists have more direct access to their own audiences than ever before. That’s an opportunity that artists can capitalize on—but it could mean breaking some old-school “art world rules” and learning a few tricks of the digital trade.
Here are five easy and surprising things artists can do right now to attract more buyers to their work, whether online or IRL.
1. Publish the price.
Gone are the days of opaque pricing in the art world—and good riddance! The great digital pivot of 2020—courtesy the pandemic—brought the art market online like never before, effectively disrupting the industry standard of never, ever, publishing prices. Now, with the mass adoption of OVRs (online viewing rooms) by galleries and art fairs, collectors expect prices to be transparent.
Even with the return of in-person fairs and exhibitions, online sales have continued to grow as the art world embraces digital marketplaces. According to Art Basel’s most recent Art Market Report, the switch to price transparency has been applauded by both new and established collectors.
One of the most significant changes brought by the shift to online sales channels has been the marked increase in price transparency. Many fairs (including Art Basel) requested that galleries post prices or price ranges in their OVRs, and collectors have welcomed it: nearly three quarters (72%) feel it is important or even essential for prices to be posted, welcoming this as a progressive change. Established collectors have come out most strongly in favor of more transparent pricing.
Publishing prices also increases buyer confidence. Collectors—and their art advisors—don’t want to guess how much a work costs. That costs them time—and time is money! Simplify the acquisition process by being transparent.
Artwork Archive’s Public Profile is the quickest way to publish your prices and artwork details to the web. Your public settings, found in “My Profile,” can include prices, purchase and inquire buttons, and other information that you choose.
You can also embed your Artwork Archive portfolio into a dedicated website via the universal embed code—this way, you only have to update your artwork’s information once in your Artwork Archive account and it will cross-populate to your website, saving precious time.
OVRs are not just for galleries or art fairs—artists can create their own online viewing rooms using Artwork Archive’s Private Rooms feature. With only a few clicks, artists can generate fully-interactive digital experiences designed—and personalized—for art buyers. Delight collectors by sending them an exclusive password to a private online viewing room curated just for them.
Collectors can favorite pieces within private viewing rooms and send you direct messages about individual works. Include your artist biography and additional images of each artwork. You can also embed videos showing you discussing your process and giving a behind-the-scenes look at your studio practice.
2. Show your work in the best light money can buy.
It goes without saying that lighting your work should make it look better, not worse. Still, some studios have less-than-stellar lighting available, which can detract from how your art appears, both in person and in photos.
If you can’t afford to renovate the lighting in your entire studio, it’s recommended to designate one single wall or space with excellent lighting—and use that wall (or space) exclusively when documenting all of your finished work. Consistency is important, especially to online viewers.
A best practice of any art archive is to hire a professional photographer—ideally with their own lights—to shoot as many of your finished works as possible. These images are not only paramount for sales, but will ensure that your ongoing legacy as an artist is captured in the best light, pun intended.
The experts at Perfect Picture Lights explain that, for the best lighting possible, "The secret is to create soft, smooth lights using large lights that are naturally diffused. A color temperature of 2700K - 3000K offers neutral light, with a comfortable glow that's ideal for a domestic space. These lights are equally suitable for a museum or gallery where color needs to be seen in optimal conditions." Read More...
