If you ask ten artists how they set their prices, you’ll get nine hesitant answers. But pricing isn’t a mystery—it’s a craft. Here’s a method you can use today.
Start with a formula—not a feeling
A tried-and-true basic formula for original works: (height + width in cm) × your multiplier. An emerging artist typically starts with a factor of 30–50; established artists use much higher factors. A 70×100 cm work with a factor of 40 comes to 6,800 kr. The formula isn’t the definitive answer—it’s your anchor, ensuring your prices are consistent rather than random.
Consistency is everything
Buyers compare prices. If two works of the same size cost 3,000 and 12,000 for no apparent reason, they lose confidence in both figures. Same size, same technique, same series → same price range. That’s also why you should never offer “friend discounts” publicly: A negotiated price isn’t a price.
Never lower the price—build a price ladder
If you lower your prices, you’re punishing those who bought early—and signaling that your works weren’t worth it. The right approach is the opposite: Start modestly, and raise your prices in line with exhibitions, sold-out series, and demand. A visible price history that points upward is the strongest selling point a collector can have.
Prints: The print run determines the price
With fine art prints, the print run determines the value. A small, numbered print run (10–50) can command a fair price; an unlimited print run cannot. Be honest about the print run, and include it in the certificate—that’s what distinguishes a fine art print from a poster.
The Three Classic Mistakes
- Charging by the hour. The buyer is paying for the artwork and your artistic vision—not your timesheet.
- Pricing based on mood. See the formula above.
- Being the cheapest. “Cheap art” is a category with no loyalty. Someone has to be the cheapest—don’t let it be you.
At EvokeArt, you can see your commission in black and white when you set the price in your dashboard—no surprises. Apply for admission if you want to sell on a platform that takes your pricing seriously.