I am frequently asked by artists whether they should watermark their artwork before sharing it online. There seems to be a pretty widespread concern that posting artwork images online could lead to unauthorized reproduction or theft of the artwork. I don’t dismiss this threat out of hand, the theft of intellectual property is a very real problem. I would argue, however, that a watermark is a pretty poor way to deal with the problem, and that watermarks defeat the purpose of sharing work online in the first place.
If you are sharing your artwork online, you are likely doing so in order to achieve broader exposure for your work, build recognition for yourself and your work, and generate sales. In order to achieve these aims you want to show your art in its best possible light. Having looked at thousands (probably tens of thousands) of artwork images online, I would argue that the appeal of artwork is considerably diminished by including a watermark. Think about what a watermark accomplishes – it mars the artwork to an extent that a would-be thief wouldn’t want to steal it to reproduce it. That marring of the image will just as certainly diminish the appeal of the piece to a potential promoter or buyer of your work.
I would also argue that the decrease in appeal outweighs any protection you receive from a watermark. An important benefit of posting your art online is the increased exposure your work gets when it is shared. Viewers are less likely to share artwork that is watermarked.
The likelihood of theft is pretty low. While there is a lot of intellectual property theft occurring online, it’s good to remember that there is an overwhelming amount of art online. The chances of your work showing up on t-shirts made in China is extremely low.
Typically, the images you share online are pretty low resolution. These images would result in poor reproductions.
There are legitimate legal reasons to assert your copyright when you post your work online, but a general notice on your website or a caption below your artwork will provide the same benefit without diminishing the appearance of your actual artwork.
If you have questions or concerns about your copyright and how to protect it, you should discuss the issues with an attorney who has experience protecting intellectual property. Last year I interviewed Steve Schlachman, a prominent IP attorney – watch that interview here.
What do you Think – Should Online Artwork be Watermarked?
Do you watermark the art you post online? Why, or why not? Do you have counter-arguments that I’ve failed to consider? Please share your thoughts in the comments below.
Edit: Examples of Watermarks Added
Thanks to everyone for posting your opinions on this matter in the comments – you’ve made excellent points. Some of you have been kind enough to send examples of your watermarking to give some ideas of your approach.
In his Amazon.com best-selling book, Xanadu Gallery owner Jason Horejs shares insights gained over a life-time in the art business.