Pricing artwork is the single hardest business decision artists face. Price too high and nothing sells. Price too low and you devalue your work, burn out, and cannot sustain your practice. The right price is not a feeling -- it is a calculation informed by your costs, your market, your experience level, and your sales velocity.
This guide gives you concrete pricing formulas, real-world examples, and strategies for every type of art sale: original paintings, limited edition prints, digital art, commissions, and licensing. Whether you are selling your first piece or adjusting prices after years of sales, these frameworks work.
Your prices communicate your professional positioning. A $50 original painting and a $5,000 original painting attract completely different buyers, create different expectations, and position you in different markets. Pricing is not just about covering costs -- it is about building a sustainable art business and signaling your value to the market.
Underpricing is the most common mistake. Artists who price too low attract bargain hunters rather than genuine collectors, struggle to cover materials and time, and create a price ceiling that is difficult to raise later. A collector who paid $100 for your painting will resist paying $500 for a similar piece later -- but a collector who paid $800 for your first piece will gladly pay $1,200 for your next one.
You are not charging for paint on canvas. You are charging for years of skill development, creative vision, the emotional impact of the work, and the unique value that no one else can provide. Price for the value you create, not just the materials you consume.
The cost-based approach is the most straightforward starting point, especially for emerging artists. It ensures you cover all expenses and pay yourself a fair hourly rate.
(Materials + (Hours x Hourly Rate) + Overhead) x Markup Multiplier = Price
Materials: $35 (canvas $12, paint $15, varnish $3, packaging $5)
Time: 12 hours x $25/hour = $300
Overhead allocation: $40 (studio costs per piece)
Subtotal: $375
Markup: $375 x 2.5 = $937.50 (round to $950)
This formula guarantees you never sell at a loss. The markup multiplier accounts for gallery commissions (typically 40-50%), platform fees, and profit margin. If you sell direct (no gallery), the markup becomes your profit.
The per-square-inch method creates consistent pricing across all sizes. Calculate your rate and multiply by the total square inches of the piece.
| Career Stage | Price per Sq Inch | 16x20 = 320 sq in | 24x36 = 864 sq in |
|---|---|---|---|
| Emerging (0-3 years selling) | $3-8 | $960-2,560 | $2,592-6,912 |
| Mid-Career (3-10 years) | $8-20 | $2,560-6,400 | $6,912-17,280 |
| Established (10+ years) | $20-100+ | $6,400-32,000+ | $17,280-86,400+ |
To find your rate: take 3-5 pieces you have sold (or would feel confident selling) and divide the price by the square inches. Average the results. If you have not sold anything yet, start at $4-6 per square inch and adjust based on response.
Market-based pricing means researching what comparable artists charge and positioning yourself accordingly. This is the most important reality check for any pricing strategy.
Prints create an accessible entry point for collectors and generate passive income. The key is pricing them low enough to sell in volume while high enough to not devalue your originals.
| Print Type | Edition Size | Price Range |
|---|---|---|
| Open edition paper print | Unlimited | $25-75 |
| Limited edition paper (signed/numbered) | 25-100 | $75-300 |
| Limited edition canvas (signed/numbered) | 10-50 | $150-600 |
| Artist proof (A/P) | 3-5 | Original price x 0.3-0.5 |
Open edition prints should never exceed 10% of the original's price. If your original is $2,000, prints should be under $200. This maintains the perceived value gap between originals and reproductions and gives collectors a reason to invest in originals.
Digital art pricing requires a different framework because production costs are minimal and reproduction is infinite. Your pricing strategy must create artificial scarcity or leverage commercial value.
Commissions are custom work created to a client's specifications. They should always cost more than comparable gallery work because they require additional labor: consultations, concept development, revisions, and meeting subjective expectations.
Gallery price for equivalent size/medium + 25-50% commission premium + complexity adjustments
Licensing your artwork for commercial use (products, packaging, advertising, editorial) is a high-value revenue stream that does not require selling the original.
Raising prices is necessary for a growing art career. Here are the signals that indicate it is time:
Use our free art price calculator to find the right price for your work based on size, medium, experience, and market.
Art Price CalculatorStart with the cost-based formula: (Materials + Time x Hourly Rate) x 2-3 = Price. Research comparable artists at your experience level on Etsy, Saatchi Art, and local galleries to calibrate. It is better to start slightly lower and raise prices as you build demand than to start too high and make no sales.
The per-square-inch method is a useful starting framework for consistent pricing across sizes. Emerging artists typically charge $3-8 per square inch, mid-career $8-20, established $20-100+. Use it as a baseline and adjust based on complexity, time, and market response.
Commissions should be 25-50% higher than standard gallery prices because they require client communication, revisions, and meeting specific requirements. Always require a 50% non-refundable deposit upfront and provide a written agreement.
Limited edition digital prints (10-50 copies) typically sell for $50-500. Open editions sell for $10-50. NFT pricing follows market dynamics -- start with lower mint prices for first collections and increase as demand grows. Commercial licenses should be $500-5,000+.
Raise prices when you consistently sell 60-70% of new work within 30 days, have a commission waitlist, receive repeat buyers, or get gallery representation. Raise by 10-20% at a time. Never lower prices -- create smaller pieces for lower price points instead.