Don't Underprice Your Artwork
Probably the most common subject that artists struggle with is putting a price on their artwork. I've recently walked through galleries and seen excellent artwork, of a good size, even painted in oil, that is priced way too low. My artist friend Zee shared this story about underpricing art with me and we wanted to share it with you.
Zee Berrios Tells His Art Pricing Story
By Zee Berrios
When I was taking Fine Arts at the University, I had the opportunity, with another three students, to show with one of our professors, Luis Hernandez Cruz, (https://luishernandezcruz.com/).
I was the only one that did not sell a single piece in that show. I asked my professor what was wrong with my art. He told me I was "underpricing" myself. He said that the serious art collectors like to brag about how much they paid for a piece. He mentioned that for most people "art is a want" and not a need (there are exceptions, but that is another story).
For the next show with another professor (Félix Bonilla, who actually was my mentor, Félix Bonilla Norat | Museo de Arte de Puerto Rico), I sold all of my pieces. They were the same pieces as in the last show, plus one more. I priced them three times higher than before.
The moral of the story... don't underprice yourself. Let your buyers know they are buying something of value and not a cheap item.
How much is your hour worth? Multiply that times the number of hours you invested in the piece from its "sketch" stage to its completion (varnish and hanging mount), plus the materials invested and you will have a just and logical price.
Some price art multiplying the price of every inch times the number of inches of the entire piece plus materials. Others price art with the self question: "How much will it cost to get me divorced from this piece"? and those who are famous and fully experienced can almost price their work at any price, based on the years in the trade and the popularity of their work.
Whatever the method you use to price your work... don't underprice it.
Conclusion on Art Pricing
There are people that make incredible art as a hobby and may not be worried about selling their work at all and may potentially set the sales price very low.
There are people that make art as a career and want to sell their artwork which would support their living, yet their prices are below their potential. Recently at an art show I attended, I was surprised to see very good artworks, done in oil, AND framed and of a good size, priced around $150 or so. Way underpriced, surprisingly. Even for where it was hanging.
Wouldn't you rather get more than pocket change for your work?
Wouldn't you like to reinvest what you make so you can keep making more artwork?
Wouldn't you rather get what your artwork is worth than to underprice it?
See also:
Artists Pricing Their Artwork Fairly
Pricing Your Art - Be Realistic
A big thank you to Zee for sharing his story here. Drop a comment below if this rings a bell for you.
@2026 Donna Liguria. All rights reserved. Unauthorized use or reproduction is prohibited without permission
Author: Zee Berrios is an artist member of PWAS and friend.
Author: Donna Liguria is the Blogmaster for Donna's Cave Paintings and an artist member of the Prince William Art Society (PWAS) in Woodbridge, VA. Donna specializes in acrylic paintings of landscapes, seascapes, historic locations, animals and many subjects. Visit her Website at DonnaLiguriaArt.com and her Donna's Esty site to shop her art.
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