Debate: Should Artists Include Pricing on Their Websites?

As I am discussing the internet and marketing online with artists, the question of whether or not an artist should include pricing information on their site often arises. I spend quite a bit of time looking at artists’ websites, and, from my observations, most artists do not include pricing on their websites. I’ve also found that a good number of galleries don’t include pricing information either. The lack of pricing information is always a little surprising to me, but perhaps it shouldn’t be as there is a warm debate over the issue.

I’ve heard both sides of this debate. While I suspect that a large number of artists (and galleries) don’t include pricing information because they see that very few others are including it – those that do put thought into the issue seem to have pretty strong opinions one way or the other.

Briefly, to frame both sides of the issue, those who don’t include pricing seem to omit it for one or more of the following reasons:

  • To encourage contact from the potential buyer. If there’s no pricing information, the reasoning seems to suggest, the client will have to call the gallery or artist and ask for the pricing and now the salesperson has an opportunity to actively engage the customer and push toward the sale.
  • Including pricing can lead to complications or confusion. As I understand this concern, if there is inconsistency in pricing between the artist’s website and the gallery website it can lead to obvious customer service problems. The same would be true if the site is out of date and a price has not been updated after a price increase.
  • Including pricing makes an artist’s website site seem too commercial

There are probably other arguments, but these seem to be the primary positions I run into.

I come down firmly on the other side of the argument and am in favor of including art prices on artist and gallery websites. My arguments against the points above, respectively are:

  • If you are waiting for someone to call you or email you for pricing you are missing the point of the internet. Visitors to your site aren’t going to contact you, they are just going to move on. In the internet age, people want to find information easily and instantly. We have always included pricing on– instead of getting calls asking “how much is it” we get calls saying “I want to buy it, here’s my credit card” or, even better, we get the order right from the site. Pricing is the single most important thing people are looking for on the site, you’re only frustrating them if you don’t give them this information. 
  • Running into problems due to inconsistent pricing is not an internet problem, it’s a pricing problem (or a laziness problem). An artist’s pricing should be 100% consistent across all venues. Eliminate inconsistencies in pricing and you won’t have any website pricing problems.
  • As far as the “too commercial” issue, I am truly dumbfounded by this one. Aren’t we trying to sell the art? If not, if you are just trying to create a web museum of your work – then pricing probably isn’t necessary. If, however, your aim is to sell, then you need to overcome your fear of commercializing your site. Collector’s will buy only if given the opportunity.

Of course there are other considerations for an artist. Some galleries prohibit their artists from sharing pricing information on their sites. I think this is counter-productive for all involved – especially if the gallery isn’t generating strong online sales, but it is wise for an artist to accede to the wishes of their galleries if the gallery is generating sales for them. It wouldn’t hurt though to have a discussion with your gallery and talk about the pros and cons of including pricing on their site and your site.

Of course, this debate is close to moot if you aren’t getting strong traffic to your site. If you’re not getting 200+ unique visitors to your site weekly, you should start there before you worry too much about pricing (more on this in a forthcoming post).

What do You Think?

Do you include pricing on your site? Do you have arguments one way or another that I’m overlooking? Share your thoughts, comments and questions in the comments section below. Your feedback improves the dialogue and I appreciate your participation.

About the Author: Jason Horejs

Jason Horejs is the Owner of Xanadu Gallery, author of best selling books "Starving" to Successful & How to Sell Art , publisher of, and founder of the Art Business Academy. Jason has helped thousands of artists prepare themselves to more effectively market their work, build relationships with galleries and collectors, and turn their artistic passion into a viable business.


  1. Absolutely, any work that is for sale needs to include the price, for all the reasons you mentioned, Jason. If I am looking to buy anything — on the internet or in a retail store — and do not see a price, I assume I cannot afford it, and move on.

    I think it’s also useful to indicate whether or not the price includes shipping. I know of at least one artist website hosting venue that requests that shipping be included in the posted price. For me to do so would result in inconsistent pricing.

  2. My husband is a studio furniture artist and so in a bit of a different category than other mediums as there is no size consistency, etc. so I wrote this on his site:
    There are no prices on the work on this site. Studio furniture is the practice of designing and building limited edition or one of a kind pieces. All the furniture on this site is designed and built by the artist and that is reflected in the price. The factors that most affect pricing are availability of materials and if the piece is custom work. For instance the Grumman WW2 wingtip shown below was a very special piece that was made into a one of a kind coffee table.
    Please feel free to contact with any questions regarding pricing.

    We have got orders from his site and people seem to understand. My website has prices and I am an assemblage artist. I too have had sales from my website.

  3. Most definitely include pricing. I think transparency is really key in these internet days. Having the pricing listed also helps having to deal with “hagglers” or “tire kickers”.

  4. I completely agree that your site should include pricing. If a potential client has to wonder if the artwork is within their budget I think it sets them up to feel maybe embarrassed? The old adage of “if you have to ask you probably can’t afford it” should not be something an art lover should have to think about. Also, if they love your work and know what the pride range is, and they don’t have quite the budget at the moment, they know how much saving they’ll have to do. Logical.

    1. I really had no idea as I did have the cart running for awhile on my site but without any action and either it wasn’t working or people would contact me and want to pay by e-transfer anyway whether I had the cart running or not. I will have to look into this better. I am on this site Xanadu gallery plus two other UK sites so there is a lot of currency
      figuring out. I must ask another general question below. Thanks for the input.

  5. I have prices on my website. Once a piece is sold I take it off the website or occasionally I leave it on and mark it sold. My work is still very affordable. It is nice for people who visit my website to see I price by size and if they see my work in person know it looks better in person.

  6. I do agree with you Jason. Prices are included for my art on my website. But a
    question arises in my head. After reading an article on pricing art, it states that the
    price for your art in a gallery should be higher than on your website due to gallery
    commissions. Is this true or should both be the same?

    1. Hi Greg, Both should be the same, otherwise you would be under cutting your Gallery. Also if the lead came from your Gallery, but the customer contacts you on your site, you should sent the commission on to the Gallery. You would not have made the sale without the lead. That the way I see it at least.

    2. Greg,
      Prices should always be the same on both your web-site and the gallery web-site. First, undercutting your gallery is bad business. You will lose your gallery representation very quickly. Secondly, if you are putting on your marketing and selling hat to work with a collector, you deserve the commission for the work, effort, and time put into selling. However, if the collector came to you through the gallery, then you should pay the gallery their commission.

  7. At the base level, the sale of art is a retail transaction. How much is a basic question to before a transaction takes place. I loved the comment “your web museum” if you are not intending to sell your work.

  8. I think having pricing and an easy way for customers to place orders online is important if you want to make sales.

    I also think it is good for artists who are researching how to price their own work so they can get ideas on average prices for similar works from artists of a similar skill level. I’m a photographer and find it helpful so I’m not under or over pricing my prints.

  9. I have prices on my website when the ‘Shop’ button is clicked on. As people in the art business/ art-world, I think we are in a time of confusion. As artists trying to sell our artwork to make a living, we have to accept that we are in business as unpalatable as that may seem to many of us, including myself but that is the way of the world. We have to try to get into the mindset of our potential collectors/buyers, they are looking to buy & collect art & they need pricing information in order to do that & they want that information quickly & easily. This is not selling out, if we want to sell our art, well, that is commercial & we all just have to accept it & deal with it…

  10. No prices on a website? That is a surefire way to antagonize a potential client who justifiably fears that it’ll be a ‘make-it-up-as-you-go-along’. The adage, “If you have to ask, you probably cannot afford it”, went down with the Titanic and when Rolls-Royces were for the titled few.
    The BS factor in art is exceptionally high. Please don’t let it cover prices as well.

  11. I just very recently joined your forum and I must say that I find your emails appropriate, informative and timely.

    I don’t have a website yet (on my to do list) but the topic addressed here is also one of the ones I was wondering about and your argument for introduction added weight in the balance on the plus side for me.

    Thank you,

  12. I totally agree with you. Sites for anything where I have to call to enquire about price put me off instantly! I assume on high end ones they’ll be beyond my means anyway and on normal ones it just annoys me….not a recipe for a transaction either way!
    Also putting prices makes it clear that you are selling the work, rather than leaving them to puzzle it out. I don’t usually do this on Facebook though for some reason; I think because I view it as a more casual social platform and there is a different relationship going on there, often discussions or comments about the work. I like them to feel part of it when I post about my Art, rather than being the end receipt point. I have sold quite often on Facebook though from enquiries and occasionally add a link to something that is on sale elsewhere.

  13. Yes to prices! I think the transparency of prices on the artist web site helps support the gallery as well, one because it demonstrates to both the gallery owner and the interested parties that my prices are consistent , and two I think it encourages the Gallery to not only sell the work on their walls, but can potentially show a perspective client more of my available work, possibly arranging to have it delivered to the gallery for viewing.
    I think no prices gives the impression the price is fluid and negotiable. And it can be embarrassing for the customer to find out they have stepped into something they cannot afford.

  14. I have mixed feelings about showing prices. On the one hand, it “cheapens” art (hard to explain) to a degree, but on the other, collectors deserve to know what the price is and not be bothered about contacting the artist to get the price. I have never contacted an artist about price, so I think not having a price posted will cost me sales. The kicker for me is, that galleries post their prices, so why shouldn’t I?

  15. I echo the other comments here — that if a site does not have prices, I leave it, AND I assume that I can’t afford it. My site includes prices, and my email newsletter does as well.

  16. Jason, Thank you for this and all your other articles. I read them all and appreciate all that you are doing in this. I agree with what you say here, and suggest you revive the “how to price your artwork” theme again, as well as on on “fear of pricing too low or high.”

    I do post pricing on my website and it has resulted in sales. I believe if the presentation is calm enough and focused on the artwork and the statement, then your website should not reek of commercial.

    looking forward to your post on attracting visitors to your website.

    1. Hi, Peach I was always thinking and have been told $1.00 per square inch is a great way to price. I have done that and also people have (made an offer) and that can work also for a sale.

      1. Dear Darlene,
        Pricing at $1.00/square inch is awfully low. An 8 x 10 painting would be $80. A good quality linen canvas and modest frame will use up half that. Same with an acid-free matte, UV glass and a nice frame for watercolors. Paying yourself less than minimum wage is ultimately demoralizing. I feel that letting people make an offer puts the burden on the buyer to guess what you think the piece is worth, and risk paying too much or insulting the artist with a too-low offer. It’s generally recommended to look around to see where you work currently stands in quality in the local market–this is why others on this thread are talking about comparing prices from websites. (And for heaven’s sake, buy decent quality supplies.) Jason, haven’t you addressed pricing in a previous post?

        I need to get website up ASAP as per Jason’s incessant nagging– er, encouragement, and yes absolutely I will put up prices. I hate looking at a jewelry counter and trying to peek at the little turned-over price tag by twisting my head upside down.

        1. I also think $1 a square inch is low.. and it doesn’t leave any wiggle room to give a deal. I price my work at $3-$4 per inch and then can give a break to the buyer if I want.

  17. Jason, I agree with all of your arguments for including pricing on websites. I always have and still end up closing most sales over the phone because most collectors want that personal experience of talking to the artist.

  18. I definitely fall on the include prices side of this argument. When a piece on my eeyis heading to a gallery I congirm it matches the price i provided ghe gallery and add a link to yhe gallery where the painting is available. Work not in a gallery has a link to my omlime store where it can be purchased.

  19. I recently had the interesting experience of house hunting in a midsize town, central US. We are living and working in Russia, but almost done with the job and will need a house to move back to. Try house hunting from around the other side of the world, when folks decide they don’t want to include extra photos of the house – only the street view. If you want someone to get interested in what you’ve got, give them every bit of information possible. You might say HOUSES AND PAINTINGS have nothing in common, but I can tell you the house we are closing on soon, had 15 photos of the property. We did not ask our agent to investigate ANY of the single photo houses for us – they just didn’t give us enough info up front.

  20. I include prices on my website as I found out that galleries were increasing my selling prices substantially (200% and more with no added value like frames, etc)… By having my prices on my website, it keeps the galleries honest as collectors can view the prices which should be standardized world-wide…

    1. Nicole, do you add the % that the gallery is taking on your art or do you already have that included. Let’s say the canvas is $400.00 are you pricing it at $800.00 so that you get what you would like and think it is worth at $400.00. Or is that the price you have and the gallery have the same and if they sell it your price is $200.00?

  21. I also include pricing. When I go to a website, any website, and don’t see pricing I leave the site. I’m looking for information, not a project 🙂

  22. I always thought that adding pricing should just be common practice. I don’t subscribe to the idea that selling art is selling out or any of the other hokey attitudes that work to keep us broke. I put prices on my work on the website. I usually also put prices on my art when I’m doing outdoor shows. I have always found it tough to sell my work. I was almost to the point of throwing out my brushes. Recently at an art show I sold 7 originals and I didn’t have a price on any of them. People had to talk to me. Selling art is one of the strangest businesses I’ve ever been involved in. To be truthful I don’t know if it was coincidence or not. I wish I knew.

  23. Jason, I am so happy you brought this subject up! I work very hard on the business side of my art practice and listen to a lot of experts about all sorts of art biz issues. I recently heard one expert say not to have your prices listed anywhere because if they were, then as a gallery owner they could not take the price up. I have galleries and sell (rarely) through my own site. My prices are consistent across all platforms. I don’t think we should be mysterious about our prices because I think that makes the collector wonder why it’s such a mystery. Akin to this is my irritation with my fellow artists who complain about paying 50% to a gallery for a sale. I love paying 50% if they are going to sell for me! Most, if not all, retail items cost the business selling it 50% for wholesale. Why should art be any different?

    1. I agree Andie I love to pay a % to any site as it means there was a sale and more of my art is out there. I think the real mystery for me is the exchange rate. Canadian and dealing US currency with various sites. Along with factoring in the commission which is usually different on all sites I am on. Just keeps things interesting 🙂 I totally agree that the art has got to be consistent in pricing. NOthing worse than someone seeing the price lower on another site to what they have paid or are looking at on a web page. Is it an idea having the price there but not using the cart at all just leave the price in Canadian dollars with possibly the shipping cost included? Most of my selling is actually of all the other sites I am on and my web site just seems to be a spot for people to see the other paintings I have created. I agree not ideal. Thoughts?

  24. Finally, someone who speaks of common sense. We have always put pricing on the website. I am an artist and I never feel comfortable in asking for a price when I’m at another art show. So if I feel uncomfortable then I really can see how someone who is not would feel. We are in the retail trade even if we art artists. I even put size and price on facebook. More often then not the buyer is surprised at the price and is happy to buy.
    Thank you for writing about this important topic in the arts.
    I’m in the process of combining my late husband’s website with my work. Any recommendations you may have on templates out there would be welcomed. I don’t want to rely on someone else to do the upgrades, mostly because it never happens.

  25. If you put prices on your website, do you include the gallery or exhibition markup only on those that are in a gallery or exhibition setting and then a ‘wholesale’ price for those that are not?

  26. Great discussion and I’ve driven myself crazy with this issue. I have ping-ponged back-and-forth , putting prices on the website then taking them off. I’m swayed by both arguments ; but my gut feeling is that prices on the website work better. I have ever only sold directly from my website when the prices have been on. Never have I sold from it when someone had to call me to ask about a price. Now to address the real problem : sticking firmly with my current pricing and finding the time to add all the prices back on the website. This business is not for the faint of heart, is it?

  27. Prices, yes. Art may be in a singular category but a potential buyer has to know if the piece is affordable. It falls back on the old adage, “If you have to ask you can’t afford it.” Fear of embarrassment or absence of price tags may be equal reasons they won’t call you.
    What is so sacred about not posting prices in the first place? I know, interaction with the potential buyer … develop a rapport, talk about the piece, the artist, present the price, negotiate, yadda, yadda. Some people may feel the longer the conversation the higher the price tag. Not listing a price may also suggest to the buyer it is flexible, and probably higher.
    I never want to annoy a potential buyer. They deserve as much information as I can give them to make an informed decision, and price is basic.
    At shows I post my prices clearly. If a patron so much as pauses in front of a painting I’m immediately at their side opening a conversation. I’ve never let pricing inhibit talking about art and introducing my work. They may leave without buying but we’ve shared a common love of art, they have my contact information, and I have theirs.

  28. It’s such a great question, I’ve struggled a lot with it. I’ve just designed my new website and the plan is to put a ‘shop’ section on there (coming soon). I will be selling artworks that I’ve got in my own stock directly to clients from my site, easy and conveniently for them. The artwork that is currently at one of the galleries I work with will simply have a ‘enquire’ button beside it. I think the ‘shop’ will be enough to give people an idea of my price point, still leaving room for giving the galleries I work with full control of the work they are selling for me.

    1. I recently added a “store” to my website, listing size and price and made a sale from it to someone across the country. Will add more. They still have to contact me to buy, however.

  29. A big fat ditto to you and all the others who say price is important. If you were looking at shoes wouldn’t you just move on if they didn’t have prices….

  30. I agree with Paul. Pricing my work on my website saves both the potential buyer and the artist time. When I started, I didn’t price my work. Some customers could not conceal their shock that a larger framed original was priced over $125 and that prints were not the same price as the “dogs playing cards” print, i.e. $5 apiece. No posted price implies to some people,, “If you have to ask, you can’t afford it” .

  31. I am on this Xanadu on-line site along with two other UK sites. I wonder Jason what price I would put on my art on the site? Some of the sites cover the shipping some don’t and some sites take a bigger commission than others. I left my site blank of pricing now because it seems to be too many different numbers. Plus when I did have the cart set up it either didn’t work properly or people would not use it and emailed to etransfer instead. Plus if someone comes to pick up the art from my studio I don’t have to ship so that is a lower price. How do you figure out exactly what price to put on the web site? I think it would be easier to include the shipping cost in the price of the art but is that the right thing to do? Do I set a standard web site price for let’s say 18″x 24″ paper pieces at $…. and they fluctuate according to what US currency site they might be on? Pricing has always been the hardest thing for me to get my head around. I have people saying priced too low others too high and I still have to account for the % of commission to site it is sold from.

  32. A potential client needs to like the piece, like the price, and all being equal, will buy the product. Web sites are for marketing. If a price is not posted, why would a person ask? It makes no sense to try to market something and not give the vitals on the pieces. Of course post the prices!
    What it means is that the artist has to be consistent on pricing- the same price at the studio or at the Gallery

  33. I feel if a site doesn’t have a price then I move on to the next one. These days people just want to know info up front and make it easy to purchase.

    1. I do not understand this thinking. I would never click on the buy link if I don’t have a clue of the price. Would you?

      1. Toni, I didn’t understand either, but then I looked at Jay’s site. He shows his beautiful photos on the site, and the buying options include a large variety of size and framing options. With so many to choose from, it makes sense to list them separately, on the selling page.

  34. Hi from Australia. I put prices on my website. Not sure if I would sell more or less if didn’t. But I know that when I look at websites for any item, I like to see prices.

  35. Your customer wants to buy art, not play a guessing game of “How much?”. He/she will not call or email you rather than risk embarrassment finding out their budget and your art are not a match, yet . They want to know before they contact you. I agree – full disclosure.

  36. Amazing that this is still an issue–it feels like the ’80s when snooty restaurants or shops didn’t have prices…and guess what? People wouldn’t play. As Jason said, of course you have prices–or go back to your garret. Respect your audience; they will decide whether they can afford your particular piece or not; someone who can’t afford is NOT going to buy it no matter what, and may be insulted or humiliated by contacting you and finding out your painting is thousands more than they could ever hope to pay. Someone who loves your work is going to contact you anyway to say so. Also as Jason says, it is YOUR job to manage prices in conjunction with your gallery, and to keep it up to date. The mind boggles…

    1. Apple stopped posting prices at their brick and mortar stores and I find myself confused and annoyed to have to keep asking.

  37. It’s very hard to sell online whether art is priced or not. At Art shows selling was much easier. Some people want to get a bargain price…whether by Internet or art show. Paradox. ..

  38. Glad to read this post!

    I used to have the pricing right next to the image/specs of a piece. But that somehow started to feel intrusive. Like that was all anyone would see. I don’t have a store, so my solution for now is to have a separate price list page. It’s there if you want it, but not part of how you first think of the art, the way a title is. It’ll do for now!

  39. Unless you’re in the million dollar range with your paintings or even perhaps the six-figure range, I say put the prices on the paintings and the website. If you think this “cheapens” your work in a gallery, try what one of my favorite galleries does: they number each work on the wall and have a price list available with the usual details, so you can discreetly see what things cost. I thought this was pretty classy.

    Looks like at least one other artist here is doing something similar.

    But not putting prices someplace accessible is probably just asking for problems.

  40. I post prices–why make it hard and as soon as I did it resulted in sales –I don’t have a “shopping cart” as I think thtat looks cheap and indicate to email via a link to purchase –I have purchased 3 original paintings online and only did so because prices were posted–I find it awkward to inquire about price–and assume many others do as well.

  41. My website has a compromise solution. I have a tab called “price list”. I price by the unframed size of the painting (i.e. all 18″x24″ are the same price). So, if the price list says a particular size is, say, $500, and I decide to increase the price of that size to $550, I do not have to go through all the images and manually change the price of each one. I can just change the price of that size on the price list. There is a note clarifying that tax, shipping, and frame are not included in the price, but shipping and frames can be provided on request. This way the customer can easily find the price on my website, but I don’t have to laboriously keep track of the price on every single item. Of course, I keep the prices at whatever level that size is currently selling for at a gallery (although the actual gallery price may be higher if the item is framed). There is also a note for the customer to confirm the price and availability of an individual painting with the artist for purchase, as I sell through several galleries and there could be a lag between gallery selling painting – gallery telling artist it’s sold – artist posting on the website that it’s sold.

  42. If the artwork is for sale, then it seems strange not to include the price. The arguments against showing the price are rather weak and difficult to defend. By not showing your prices it sends a message that you don’t know the value of your work or that you like to make it up depending on who is enquiring. No pricing may also mean your work is not for sale and that your website is only an online portfolio or archive.
    Pricing tells me that the work is current, up to date and available. It also tells me that the artist values their work. Consistent pricing across various sizes also shows that the artist is professional in business and follows a pricing structure based on size. This makes it easier for a potential collector or buyer to have a degree of confidence in knowing the relative pricing of sizes not shown on the website.
    First impressions upon visiting an artist’s website matters. Consistency matters even more. Nothing puts people off then having to phone or send emails that may or may not be answered in a timely matter. Having to phone or email (often more than once, back and forth) asking – Is the work available? What size is it? How much does it cost? Does that include shipping? What else is for sale?

  43. Prices are always included for every piece of art for sale on my website. It the work is not available for sale, then I include that information, also; i.e. “Private Collection”, or “Corporate Collection”, etc.

    Otherwise, I post the price. Not doing so seems coy and blatantly manipulative. Not to mention, somehow derogatory regarding my confidence in my work.

    I am, after all, a professional working artist.


  44. Not putting prices on my website is up there with not wearing white shoes after Labor Day, using your fingers to fish an olive from a martini and not laughing too loudly; they are unspoken mores that continue to cycle through the hushed circles of the upper eschelon. Since I am not in that group – I don’t bother adhering to the status quo. Bring on the prices!!

  45. I agree with having prices if you are selling your artwork. Otherwise why have a website at all. This is old fashion thinking.
    I myself won’t contact anybody to ask for prices or click on a link to buy if the price is not showing.
    However, I don’t show prices since I sell through all my galleries and all of them show the prices and sell my work well.
    Under each work it says for sell “THROUGH GALLERY” and the gallery link is posted very clear.
    When I did show the price….people contacted me instead of the gallery. They don’t continue reading.

  46. I appreciate this conversation. But here I find myself with two problems: 1. I know what my price is, but different online and retail galleries have different mark-ups: 50%, 20%, 35%… and different shipping fees, i.e., some people include shipping in the pricing and some add it on. I have no control over the various gallery pricing, so I have tried to keep separate inventory of originals and consistent with the highest price on fine art prints that are in galleries. But then my studio or online personal sale points are lower. This feels a tad off to me, but my own prices are consistent. If I need 1000. That’s what I need, not less not more. Problem #2. For me -and I would really like to hear from others on this- is that I have three pricing structures for originals: drawer #1 gets top pricing, drawer #2 gets lower pricing and drawer #3 lower still. Anything below drawer 3 I throw away. All are good, but top drawer is my best work , 2nd drawer is very good, and third drawer is good and sellable. I sell in all three categories. But it may not look consistent so I sometimes feel uneasy. Usually drawer 3 never goes to galleries. It’s more of a studio sale or bin sale priced offering. Does anyone else have these issues? My top drawer is in many top collections, but it has also outpriced some buyers, so between drawer 2 and fine art prints, I am still able to reach collectors with more modest budgets with very nice pieces.

    1. Another way to look at is: There is only one level – work I’m proud of and is good enough to sell as representative of my ability. Anything below that doesn’t get offered for sale. Within the “good enough” category there are ones that I like better and consider my “best”. But the ones I like best may not be the ones a particular customer likes best. I’ve often had the experience of selling a piece that wasn’t among my favorites, but it appealed to the customer – and that’s what counts. On the other side of the coin, if you really aren’t proud of it, why would you want to sell it and have it out there representing you?

    2. Hello B/RAB I can totally relate to what you are saying and that is one of the biggest reasons I have left prices off my site. Although I am thinking of putting something down there as I really see that point too. I have picked up from my studio prices as I am not shipping, one UK sites with exchange and commissions all different amounts. And the sites offer (make an offer) so I am thinking I will put something close to the pricing if it doesn’t end up looking really messy and unattractive on the site. As far as the cart and e-commerce go for the cost I don’t think I will do that again as no one ever wanted to buy that way. Thanks

  47. I include pricing on my website and in gallery shows. I am confident in my pricing and remain consistent whether the work is on my website or in a gallery. I believe that price is what the work is worth at that time and I raise my prices when I believe the market will bear it. When the work is shown in a gallery I trust that the gallery owner/personnel are doing all they can to sell my work and expose it to a greater number of potential buyers than I could and I must pay for that service. I am annoyed when a work catches my eye and then I have to take an extra step to find out the price. I almost always move on to some other work.

  48. I have seen different price structures with many artists. Some works are in very high demand in top markets. Other, also very good pieces are in medium markets. But either way, they are good pieces. I would never sell work that is not up to my standards. Some pieces are the cream of my work. Some are contemplative quicker studies in paint. They have different price points. Some collectors love to look through and select from my third drawer. Those are usually pieces where I am exploring new concepts and although the work is good, I known it can be further developed in another piece. If I create pieces I am unhappy with, I don’t sign them or show them. They go in the trash. But Artists also sometimes have collectors who go through their trash…

  49. Selling art is a business; and part of doing business involves pricing. Prices also help to promote or discourage collectors in their buying decisions. A major part of the “pricing” question involves the fact that Visual Artists have no organized labor-voice. (Note: Artists Equity is NOT a Union.)
    Actors have ACTORS Equity; Stagehands and set designers have the STAGEHANDS Union; Musicians have the MUSICIANS Union; etc. When we as Visual Artists unionize, things would (in time) change. For example, why do exhibit venues get away with changing every entrant and”Entry Fee” of up to $75.00? Wouldn’t it be fairer to charge a minimal processing fee ($5.00) for everyone and then charge a higher hanging fee for artists who are accepted?

  50. At this time, I am revamping my website to become more like a catalogue. It will include pricing on each piece. I have just set up an iPad on a floor stand that will be in the gallery next to my wall so that patrons can view stored art, sold art and artist info. If they click on an image they like and email it to themselves, then I will have a copy of their email so that I can continue to contact them and possibly sell them the piece/pieces they emailed their self. W are a co-op gallery. I feel that to include pricing is very necessary.

  51. I think the world is moving towards a more commodity driven artworld as far as artworks are concerned…the mysterious costs of art is slowly becoming a thing of the past, thanks to the power of the internet! I only post a few priced pieces on my site because of one reason…I believe there are galleries, that if they visit your website, won’t work with you if they see prices…they are afraid that you, the artist, will not be “professionally consistent” in pricing. Although this fear will probably be squashed within the next 5-10 years. I always say to my painting students, “When you are in the studio, you are an artist, but when your work goes into a gallery, it becomes a commodity. Trust the gallerist”.

  52. Maintaining consistency on ones website is a continuing problem. Posting pricing is only part of the problem. Like many others, I find that I can price the pictures and post the pictures, but even as many here, myself included, show prices, it is only half the battle. What does one do after the price is posted and the customer actually decides to make a purchase. The next issue is the shipping and how to figure the cost of shipping. On some online galleries, shipping is included. On most websites, even those of you who post your prices, there is no provision for shipping. My website company, Weebly, has tried to make shipping easier, but for artists it has failed. Artists do not ship the same size items all the time. Our sizes, weights and volumes vary considerably. I suggested to them that adding a percentage for shipping would be a solution, but they have not yet done so. So I have not yet found a good solution for adding a shipping factor to my online prices on my website, in a way that makes it easy to add shipping to price so that either square or PayPal can accommodate an easy purchase. can you suggest a solution?

  53. I started adding prices of my paintings on my website based on Jason Horejs sound reasoning in the Art Business Academy. Yes, it is a LOT of work! However, if such work helps a shopper make a buying decision, then it makes good business sense to do it. Fortunately, the Art Business Academy walked me through the most challenging parts of setting up a pricing system for my art. Once I set that up, I noticed that I felt liberated and had more energy to channel towards creating art. Curiously, I recently established a new Gallery at a prestigious resort partly due to the fact I posted my prices on my website. She said that such transparency helped her to build trust in me. Her trust in me is vital for her to invest her time and energy selling my art. So, yet another sound reason to include pricing on my website!

  54. I’ve sold a lot more things by including a price than I ever have by not including a price. Price tags win for me, hands down. Click here to buy! :^)

  55. One big problem from a gallery standpoint is that artists often do undercut the pricing in the gallery. Updating web sites is a laborious task, and to be realistic, most artists are always behind on this task. The undercutting is usually because of lack of understanding of the “rules” or not getting to it quick enough when prices change. Even with contracts, and explainations to the artists, this can happen and does happen. No one likes to read the fine print, and many if not most artists are just not detailed oriented in all these finer points. At least that is my experience as a gallery owner…I have had a number or problems with this as a gallery owner. Collectors often vet the artists before purchasing. Some collectors make it a point to try to work outside the gallery too, by contacting the artist directly for sales of work they see in the galleries. I cannot count the number of times this happens. Most artists learn to refer back to the gallery, but working with emerging artists is to understand their own learning curves, and I have worked with long time artists who did shady dealings outside the gallery too…And, if the work is priced lower on their web sites, then the gallery must honor this lower price. It is a tricky situation, but I prefer my artists to NOT post prices for all the variety of reasons that can cause confusion. I am an artist too, and have considered the idea of having one page for direct sales, that are some works I keep in reserve and can sell and ship. But this can be problematic with galleries too, if there is this type of competition. I have only had ONE complaint from a collector that we do not post pricing, and I think most long time collectors like to do a bit of dickering too… SO unless the artist is only doing direct sales, I see lots of reasons to not put prices online. Honestly, I dont think we loose money or loose sales because prices are not online. And it leaves us flexible for quick repricing if we need to, without all the hassel and time of redoing both the gallery and artists web sites.

  56. I include pricing on my website and it helps!

    Thanks to the Software that you (Jason Horejs ) provide at a great price, I am able to track not only the whereabouts of every piece of art, but also their prices. This makes it very easy to be sure my pricing is consistent. The software “ArtSala” is fantastic! As soon as I finish a new piece, I have a pro-photo taken and post it to ArtSala for an inventory number. Then I add it to my website. So easy and much more affordable than software for art tracking by others.

    P.S. His (Jason Horejs ) book is also fantastic and full of great information!

    Thank you!

  57. pricing is an integral part of the website, it seems to me – and part of most clients’ deciding whether they want to buy! My thoughts about inconsistency relate to web selling (unframed) and gallery selling (framed), but that can be noted on the website, anyway. The few times I’ve wanted to buy another artist’s art on a website the price has been missing, so I’ve just drifted away . . .

  58. I now put prices on my site but most of them relate to pieces in galleries. I have a listing on my website for each of the galleries that I am in and pictures of the work with pricing information and how they may get in touch with the gallery. So far it has worked well for my inventory as well as I can see what is out at other locations and what I have in my home gallery. I also think it is important to cross promote my work that is is available thorough other galleries so when I change or add work, I will do a blog and share on Facebook. So far, the galleries I work with have not had any problems with that and I hope benefit from the cross marketing.

  59. Without pricing in plain sight, so to speak, customers feel like they have entered a car dealership where, no matter the outcome, customers never feel like they got anything but taken.

  60. I favor putting prices on anything one sells. I find it extremely frustrating when I look at something for sale, whether it is a house or a work of art, and the pricing is not right there.

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