In a challenging economy, many artists and craftspeople are lowering prices in an effort to “stay competitive” and stay in business. But is that a smart idea? After all, competing in a race to the bottom means that everyone earns less. It also means that your customers perceive that your work is worth less.
Buyers who are considering a purchase of your art are making a judgment based on their perception of the “value” of the piece. Keep in mind that all purchases are emotional. That means the way a customer feels about your work and the value they perceive in it, makes an enormous difference in their decision, and in your sales.
What adds value to art or craft? Great design is extremely important, as well as skillful craftsmanship. A complete and cohesive collection of work which is beautifully displayed will create a great impression. There are other ways to create a greater perceived value for the shopper as well. Here are some of them:
- Handmade in America – when an item bears this mark, it means a lot – to buyers who want to own the work of American artists; who understand the high level of quality that “American Made” represents; and who buy American on principle. Don’t forget to proudly label your work with this distinctive feature.
- Tell Your Story – an object is enhanced when the maker relates the story behind it, and a connection is made. What inspires your work? Do you have a fascinating history? What makes you and your creations unique? Will this item be an heirloom? The buyer will tell others the story when showing their purchase, as it has become part of the appeal.
- Presentation is Everything – Do your hangtags or packaging enhance your work? Beautifully made tags, boxes or literature which describe the process, tell about you, and include care instructions convey the quality of the purchase. Truly expensive products have lavish presentation – what is yours like?
- Reach them Emotionally – Artists and craftspeople who link their work with a cause or charity convey a different type of value. If you work with exclusively recycled or up-cycled materials, use that as a selling point. Do you donate part of your proceeds to a charity? Let that speak for you as well. Others who care about your cause will see the added value in your line.
- The Material Difference – When you go beyond expectations in creating your product, through extra detail in design, or adding something unexpected that is pleasing or useful, it adds value as well. Even a small element can allow you to realize a price premium. You may be able to raise your prices while your competition is discounting theirs, and still increase your business.
Take a look at some examples of how this works:
- If you make handmade clothing, add special buttons, tassels or other detailing which makes a statement and enhances each piece.
- Pottery or glass objects made using gold overglaze or accents give a high-end luxury look.
- One artist changed the perception of his elaborate jigsaw puzzles, which were originally seen as toys by shoppers. He added legs and made them into tables, at which point they became furniture items worth at least $100 more.
- A cubic zirconium replacing a peridot in handmade jewelry immediately gives the impression of added value.
- Handmade ceramic vases with lids become more valuable when sold as funerary urns. That same vase, without the lid, when used by a “sensei” to create an incredible ikebana arrangement is perceived as a much more valuable item than a simple vase being sold as such at an art fair.
Added value as a concept has been understood and used effectively in the general marketplace for many years. Consider the Cabbage Patch doll – just another toy, except that an individual name and “adoption certificate” was included, propelling it to a national phenomenon. Rocks are just rocks until they are packaged as “pet rocks” – a 1970’s fad based on a gimmick.
Your work can be perceived as extraordinary, if you think creatively about how it is designed, presented, and marketed. Too many artists ignore the responsibility of sharing their message in a well-written statement – but much of the value of their work lies in the message that is communicated.
Value is in the eyes of the beholder. What have you done to creatively add value to your line?
While I thought this was a really excellent and useful article, I really must protest the (over) use of the word “art” in the title and in describing a variety of hand crafted items. As a very serious visual artist, I truly do not view a jigsaw puzzle as “art”. It can be “artistic” or “hand crafted” but please call a spade, a spade. I am truly tired of the watering down of “art”. A more appropriate title might be, “How To Add Value and Increase Profits In Fine Handicrafts” or “How to Add Value and Increase Profits in Handmade” or “How Artisans Can Add Value and Increase Profits” or whatever….
Some people don’t consider “installations” art either.
It’s less about the category and more about the content… in the case of installations, perceived value comes from content. Connecting with the collector is everything…. of course there is always the issue of “where” any art installation will go! But that’s just part of the puzzle… installations can carry very high value… emotional, not monetary value. Some installations are the “launch pad” for an entire career. The installation becomes an event, the event becomes a book,
Great examples exist: Christo and Jeanne-Claude “The Gates” , Chihuly in Venice, Jerusalem, etc… As you can see, it’s the BUSINESS of art that is the leverage that creates success. Building an art installation in the dark, in a locked room, keeps the value and the exposure at zero. Zero audience equals zero dollars. –Wendy Rosen
The internet long ago defined how we use terms… if we used the term “craft” our blog posts our audience would be limited to hobbyists. This blog is for professional artists and artisans… not hobbyists. The art world considers Picasso ceramics… art not craft. Devore bowls are art, not craft… the lines are blurring daily as 2D artists embrace new materials to express their ideas. I love this new wider and tolerant world. It’s exciting to see how it evolves. I will add a post soon… called Is it ART or is it CRAFT. My visit to Art Basel really gave me a new perspective… Have you attended Art Basel Miami Beach? Nick Cave came from craft… he’s one of the new sculpture “dahlings” of the contemporary movement. Try redefining your use of art terms to include media specific terms… you will find a narrower viewpoint and community. Thanks for your reply… I still enjoy the dialog… once in a while. –Wendy Rosen
Amen… thank you.
For someone whose art doesn’t appeal to the masses, this article is amazing. I struggle with pricing, appeal, doubts about whether it will sell. It is just like my mother always told me…..if you don’t like yourself…no one else will. Thank you for this website. I discovered it yesterday with researching. I spent a great deal of time listening to Wendy in her seminars. She has such great insight.
Thanks for the lovely, kind words… it makes it all worthwhile! –Wendy Rosen
Pam, Our craft art community has an audience that is far, far, far from the masses. These are not always “wealthy” customers or collectors… but they are thoughtful, well educated, socially conscientious people. Your entire universe is only about 2% of the US population. But they are an incredible group of people! There are nearly 10,000 places to sell your work. That’s a healthy marketplace of opportunities. Stay narrow, stay focused, stay networked with us! –Wendy Rosen
As a potter there is fine line between crafter and artist even among my colleagues. I am an artist and I agree that if I under value my work others will not appreciate my art and assume it is not worth all that much.
I’m so over the art vs craft dialogue… I love when “fine” artists tell me that their art is not “functional” …in fact, ALL art is functional. It all has a perceived value and purpose to the buyer, otherwise it would have no monetary value. Function can include entertainment, emotional response, status, and more… and it’s all personal and individual. One woman’s trash is another woman’s treasure! Go for it! -Wendy
I believe the lines are all gone! It’s no longer fine… Devore was not a crafter, Picasso was not a crafter… they were the leaders of the blurring of the lines of art and craft… before Voulkos! Welcome to the world of “art”. The critics who would disagree are mostly dead or gone from the desks of our major newspapers and publications. All that is left is a small group of mostly retired …resentful academics! –Wendy Rosen
What a great article, with some really useful and practical advice.
Re: the art/craft debate: I think there is a huge crossover in these areas. I would say that the maker gets to decide whether their work falls into the art or craft category.
Julia, I agree – lines are so blurred, images are on many products, artists and designers aren’t married to mediums anymore, function doesn’t define crafts … it’s the creative spark and ideas which matter. That same creativity is a major driver of our economy and our country. Let’s settle our differences and put more people to work designing and making work of all types!
Like Pam, I am so glad I recently discovered this website! I have been a work at home folk artist for several years on the part time level. I feel I have come to a crossroads and need… no make that I WANT … to make changes and go further with my art. I’m just struggling with how to move forward. I have enjoyed watching and learning from Wendy’s videos on YouTube. Thank you!
Thanks so much for visiting and your comments! Arts Business Institute is an advocate for all artists. Please bookmark this site or subscribe! Information about upcoming workshops will be listed on the site soon.
The consumer does not care if a piece is “art” or “craft”. The consumer cares only if the piece meets a specific need. These needs vary with each person.
I agree that packaging and branding of art/crafts is very important. I also submit these should be as unique as the piece being marketed.
Presentation is paramount in the eyes of the viewer.
All successful selling starts with good pricing. Without sustainable pricing, you will have trouble maintaining and increasing sales. The aim of this article is to show one way to determine wholesale and retail prices for your work. This should allow you to sell your work directly or through shops and galleries, and still be in profit.