Should Artists Place Prices on Their Art Websites?

This article was originally written in November, 2018. Since then we have been experiencing a new set of conditions in the art world, especially after the COVID-19 pandemic. The art business world has dramatically changed. Many galleries have closed and an increasing number of artists are selling their art directly. Artists have had to rely on their websites to attract potential buyers. Keep that in mind as you read this article.

Should artists place prices on their art websites? Do You think it’s a good idea or a bad idea and why? I recently posted this question on Facebook and you’ll find several artists’ wonderful replies in this article.

When asked this question as an artist career consultant my advice is given based on the artist’s overall art portfolio and career objectives. In a consultation, together we take into consideration their overall portfolio and price range, financial goals, career level and the conditions of the relationships they have with galleries, art consultants, agents, and others that represent them.

Selling Styles, Personal Preferences and Customer Profiles
Some of the artist clients I work with enjoy the entire retail art marketing process and are very good at selling. They set up shopping carts on their websites, promote themselves on social media, attract a fan base and clientele, and place their prices in plain sight. This works great for this type of artist and I encourage them and offer them strategies to increase sales.

Many other artists I coach; however, apply a different business model and sell only on a wholesale level. Their websites serve strictly as their online portfolios. They focus on building ongoing relationships with galleries, designers, art consultants, etc. and direct visitors to those websites where the sales transactions are handled. Furthermore, a number of artists I advise only do commissioned works of art and public art projects, such as the healthcare art industry, so listing prices is not possible since these works are based on individual sizes, mediums, subjects, and other factors.

An artist’s approach to the retail pricing situation is based on their customer profile. If selling at a low to moderate price point they will list the prices to appeal to the budget conscious buyer. Other artists who are selling to high-end collectors may emphasize the collectors’ value and not list  the prices. When it comes to the psychology of selling there are many other variables and circumstances to consider. It’s not a case of “one size fits all”.

Where and How Are the Prices Listed?
Another decision artists make on their websites is how and where to place the prices. Artists have individual options. Many artists place them prominently next to the image, title and dimensions. Other artists use a more subtle approach and the visitor may have to visit a separate page from the portfolio or gallery page to locate prices.

What Do Artists Think About Placing Prices on Their Art Websites? Advice to Artists from Artists

Enjoy the artists’ replies, visit their websites, and consider buying their art!

Artists Answers to “Should artists place prices on their art websites and Why?
“Yes it is a good idea. It doesn’t have to overpower the image. On my site you click on the thumbnail and you get a larger image with all the information (including the price). I think it can be frustrating for a patron to have to contact the artist for the price of a work (imagine several works) he/she likes. Too many steps. Aware of the price, the patron can feel more comfortable making a decision. I also advertise the payment plan I offer.” ~ Beatrice Lebreton beatriceart.net

Barbara Rachko says, “If someone is interested in more information, like prices, they can easily email or call me. Most often, sales are made in my studio after relationships that have developed in person or through social media. I have two assistants who market my work online. Many of my pastel paintings are included on commercial sites like Artsy. Current prices are listed there. Barbara Rachko barbararachko.art/en

Mary Mirabal tells us, “I personally like to make things as easy for collectors as possible. That is why I include pricing on my website. When I visit other artists sites and prices are not posted I move on.” ~ Mary Mirabal marymirabalart.com

“Personally I don’t put my prices on my website because I work with art galleries in France and in Europe and they make their living selling art works. If I put my prices on my website, their clients might to contact me directly. It would not be fair for the galleries. It is very important when you work with art dealers and galleries to have straight forward behavior and work in light and clarity.” ~ Mary Chaplin mary-chaplin.com/painter

“I think not putting prices is a barrier for people to buy the art. I’ve been on artist’s websites with no prices. Just the fact I had to contact them to know the price stopped me from taking further action. Buying online is becoming a norm so not seeing prices feels ‘old’ to me. As for galleries, I don’t see why someone would want to buy the painting from me, possibly pay for shipping (gallery price should be the same as website price). If I hear that they saw my art at the gallery I would be talking with the gallery and giving them their portion of the sale.” ~ Gaia Orion gaiaorion.com

“I don’t put prices on my site because all the sculptures on my site have sold and are years old , also no two sculptures are alike.” ~ Jay Seaman  jamesseaman.com

“I agree that prices should be shown on your art site, as long as it’s one you’re confident with and will be willing to part with if a sale goes through. Research shows that the less steps someone needs to take to get all the information and buy something, the more conversions and sales you’ll have. So having less steps and making it as easy as possible to buy something is best. However, if you have a price for a piece on your website, know what it is and don’t make that same piece a different price when it’s on display elsewhere. This means you have to keep in mind that some galleries will take a 50% commission if they sell a piece for you and you may need to take that into account for your pricing so that it’s consistent.” ~ Corrina Thurston corrinathurston.com

“None of the artists I know list prices on their website. Whether this is a good practice or not I am not sure.” ~ Deborah Sherman deborahsherman.net

Whatever choice you make about pricing your art and where to place them on your art website, it’s important to consider your overall marketing strategy so all the pieces fit together. And, most important: Enjoy the process!

You may also want to read
“How to Price Your Art”
“How to Add Value to Your Art So You Can Raise Your Prices”
“Avoid Risky Advice When Pricing Your Art”