Great Photos are your Doorway to Marketing and Sales

"Cafe' Costa Rica" original acrylic canvas 20 x 20 (SOLD) (Prints available)

Many artists recommend not selling your original artwork. Once they are gone, they’re gone forever. Of course, with permission, you can use the buyer's name as a reference indicating where your painting resides.

I was painfully reminded of this when I sold two original paintings to someone in Minnesota. A few weeks later, Fine Art America (FAA) notified me that someone had ordered a gicleé off of one of the paintings, but the photograph on file was not good enough. Since we were not heading back to Minnesota until a few weeks later, I asked for more time. The buyer refused. Their purchase was for a gift. I lost the sale.

"Skudeneshavn Norway"  20 x 16 oil on canvas (SOLD) (prints available)

When we arrived in Minnesota, I had to call the owner of the original, schedule a visit, and then obtain the needed photo of the painting. I took another photo of the other painting they had purchased just in case. But what if they hadn't given their permission or were unable to accommodate my request?

Hard lesson learned. If you are fortunate enough to sell the original, be sure your photos of it are absolutely perfect. Make sure that your client understands you are going to sell prints from their painting. If they do not approve honor their request.

"Hibiscus Glory" 16 x 20 oil on canvas (SOLD)

I sold two other originals at an art show and regretted later that I had no copy for myself. They were two of my favorite paintings. I went back to FAA and ordered a wrapped canvas gicleé of each. I also wanted a closer look at what my customers were actually getting when they purchased a “wrapped canvas gicleé.”

I was well pleased. The colors were bold and beautiful. Most people think they are originals. The paintings are the size the customer has requested, 9 x 12, 20 x 18, etc. The wrapped portion is 1.5 inches and is black. On the wall, it gives the impression that the painting is framed. The only thing missing is the texture. If the gicleé was prepared by the artist locally, then texture could always be added to enhance the canvas. The cost to the buyer is significantly lower than purchasing an original painting.

Wrapped canvas Giclee' of Cafe' Costa Rica shown above

Since that sad experience of losing a sale because I couldn’t produce a quality photo in time, I work hard to be prepared. I upgraded my camera and make certain that I have adequate lighting. I save my photos online and organize them carefully into folders for paintings, drawings, illustrations, etc. Then when I want to upload them again, I can find them in seconds.

We live in a digital world. These same photos will be entered in online contests, uploaded to secondary web sites, and used on registration forms for other contests either locally or in magazines. They are the main promotion you have of your artwork. Before others see your paintings they will see a digital copy of your work. If your photo is imperfect in anyway, it will reflect on your work as a whole.

"Broken" original 11 x 14 mixed media canvas (SOLD) (Prints available)

I suggest taking a short class on photography so that what represents you is as good as it can get. Quality means everything. Images will be produced from your photo. Time is of the essence. The customer is always right and they may be impatient. Don’t lose a sale as I did because your camera isn’t good enough or your photo is flawed.

(Giclee' of "Broken" with black 1.5 inch wrapped canvas)

Tools and Technology are an Artist’s Best Friends

FINAL "Stir Fry" 16 x 20 Oil on Canvas -- framed.

I am a risk taker. I like to experiment. Sometimes I get lucky, and sometimes I’m disappointed. I stretch my skills and challenge myself to try different techniques and colors that enliven my palette. There is a certain light or glow I seek that emanates from my paintings. Until I have achieved that look and feel, I am not satisfied.

Using tools to build-up texture that ends up showing through may give you an unusual under painting over which you can layer, wipe off, or touch up with soft color, highlights or added lines.

(Underpainting; notice plastic rake tracks, swirls of color, mounds, etc.)

An artist from Australia, Robert Bosler, suggests that “how you apply paint (your technique) becomes a tool. There are refining techniques and empowering techniques.” Samples of both are at a link below for YouTube.

Tools of the trade for an artist can be digital or as simple as a plastic rake or a handful of tissue paper. 

I enlarge my drawings or photos on my PC to the size of my canvas. This allows me to block in the large items and saves me from always having to draw or transpose detail. Using my paint brush as a drawing tool, I can easily change or add to my composition. The details can be added later.

(This is the final result over that last underpainting--flipped
to portrait position.)

A novice once asked me for information on what it cost me to do a painting. He divided it into parts: supplies, paints, canvas, tools and time spent in the actual painting? 

This picayunish breakdown was designed to belittle me and other artist’s work with little regard to the years it takes to perfect a skill or the knowledge required to assimilate what one sees and to interpret it on canvas.

I gave him a simple mathematical tool to determine costs: Multiply the width of the painting by the length, add any overhead costs the artist may have (leased space / gallery, etc.), add in the cost of a frame or other embellishments. Include in this equation, the artist’s background and notoriety and the worth of a painting is much easier to understand and appreciate. This exercise at least gave him a basis from which to judge.

Reducing a painting to a dime-store print or knock off which has been photographed on canvas and then given a few swipes of paint is an insult. This is not a serious buyer, but a person who wants something for nothing. Walk away!

Common artist tools.

Beginning artists get overwhelmed when they see the big picture and know all the work that must be done to be successful. If this is you, try to slow down and take one piece at a time. A child doesn’t learn how to walk all at once. Neither does success come without a series of mini-steps and hurdles.

Focus on one thing at a time: 

• Prioritize your work list in order
  of importance 
• Do as much as is humanly possible
  in your 24 hour day
• Don’t neglect your health or there
  will be no business
• Small increments of time are better
  than nothing Use down time for planning, organizing your thoughts, and creatively solving problems. When your body is at rest, your mind can take over.

I mentally paint even when I’m not at the canvas. I solve problems in this way. At other times, an idea completely changes and moves in another direction. By the time I’m able to actually work at the canvas, I can move ahead quickly with confidence.

(The palette knife -- a favorite tool!)

Use your time wisely and it can be an asset not a liability. Experiment or you will never get your career off the ground. Don’t hesitate to try new tools or new mediums. You’ll never find your own niche until you do!

(Scrapers, spatulas, sponges, odd-ball tools in a handy bucket)

In addition to your home and kitchen, here is a fun place to look for unusual tools.

American Science & Surplus Catalog   http://www.sciplus.com/

Here is Robert Bosler’s demonstration

https://youtu.be/dvJKYzb4Nt8

A Second video demonstrates how to add texture to giclees

https://youtu.be/O6R4HdDGYLw