Pricing art prints is where many artists leave thousands of dollars on the table. Whether you're just starting to sell prints or you've been at it for years, chances are you're making at least one of these mistakes. The good news? Each one is fixable — and fixing them can dramatically increase your income without selling a single extra print.
Mistake #1: Pricing Based on Production Cost Alone
"I pay $15 to print it, so I'll sell it for $30"
This is the most common — and most damaging — pricing mistake artists make. You calculate print cost, add a markup, and call it a day. But this approach ignores everything that actually makes your print valuable.
A print isn't just paper and ink. It's your artistic vision, your years of developing skill, your unique perspective, and the emotional impact your work creates. None of that shows up in your production cost.
Start with value-based pricing. What is this artwork worth to someone who loves it? What would they pay to have it in their home? Then work backward to ensure your costs are covered with healthy margins.
Mistake #2: Underpricing to "Get Started"
"I'll price low to build my audience, then raise prices later"
This sounds logical but creates serious problems. Low prices attract bargain hunters, not collectors. They set expectations that are painful to change. And they signal that your work isn't valuable — even if it is.
Once you've established a $25 price point, raising it to $75 feels like betrayal to your existing audience. You'll lose customers and face backlash, even though $75 may be the right price.
Price at your target level from day one. It's easier to offer occasional discounts from a higher price than to raise a low price. If sales are slow, improve your marketing — not your margins.
- Prints sell out quickly with minimal marketing effort
- Buyers never question or hesitate on price
- You feel resentful when you make a sale
- Your profit margin is under 50%
- You're working harder but not earning more
Mistake #3: Ignoring Your Time
Forgetting to factor in the hours you spend on each sale
You calculate production cost, but what about the time to photograph the artwork, edit images, write descriptions, package orders, respond to customer questions, handle shipping, and manage returns? That's real time with real value.
If you spend 2 hours per sale on admin tasks and make $20 profit, you're earning $10/hour — below minimum wage in most places.
Track your time for a week. Calculate your effective hourly rate. Then raise prices until you're earning what your time is actually worth. Alternatively, systematize and automate to reduce time per sale.
Mistake #4: One-Size-Fits-All Pricing
Charging the same margin on every size and product
A flat 2x markup on all prints ignores buyer psychology and market dynamics. Small prints have different buyers than large prints. Canvas has different perceived value than paper. Limited editions aren't the same as open editions.
This mistake usually means you're overpriced on smalls (losing entry-level sales) and underpriced on larges (leaving money on the table).
Use tiered pricing. Lower margins on small/entry-level prints bring in new buyers. Higher margins on large prints and premium products maximize revenue from serious collectors. See Best Print Sizes to Sell for size-specific strategies.
| Size | Flat Markup (2x) | Tiered Strategy |
|---|---|---|
| 8×10" | $24 (too high for entry) | $18 (accessible entry point) |
| 16×20" | $48 | $55 |
| 24×36" | $80 (leaving money on table) | $120 (premium positioning) |
| Canvas 30×40" | $160 | $275 (perceived value) |
Mistake #5: Racing to Match Competitors
"Other artists charge $40, so I should charge $35 to compete"
Competing on price is a race to the bottom. There will always be someone willing to charge less. And cheaper prices attract buyers who care more about deals than art — they're less loyal and more demanding.
Your art isn't a commodity. Two landscape paintings aren't interchangeable like two gallons of milk. Don't price like they are.
Compete on value, not price. Differentiate through your unique style, story, customer experience, and presentation. Buyers who choose based on price alone aren't your target market anyway.
Your story, process, and presentation create value that justifies premium pricing. Learn to communicate this in Writing Art Descriptions That Sell.
Mistake #6: Discounting Too Often
Running frequent sales, offering coupon codes, always negotiating
Constant discounting trains buyers to never pay full price. They'll wait for sales, ask for codes, and feel cheated if they pay regular price. It also erodes your brand value — luxury brands rarely discount for a reason.
Every discount also cuts directly into your profit margin. A 20% discount on a print with 50% margins means you're giving up 40% of your profit.
Reserve discounts for genuine occasions: email subscriber welcome offers, loyal customer appreciation, or clearing discontinued work. Never discount publicly or predictably. Your full price should be your real price.
Mistake #7: Not Testing Prices
Setting prices once and never revisiting them
You picked prices months or years ago based on gut feeling, and you've never tested whether they're optimal. Meanwhile, your skills have grown, your audience has expanded, and market conditions have changed.
The "right" price isn't something you discover once — it's something you continuously refine based on real data.
Test regularly. Raise prices on your best sellers by 10-15% and see what happens. If sales stay steady, raise again. Track conversion rates at different price points. Let data guide your decisions, not fear.
Quick Self-Assessment
Rate yourself on each mistake (1 = "I do this" to 5 = "Never do this"):
- Pricing based on cost alone
- Starting prices too low
- Ignoring time spent per sale
- Same markup on everything
- Competing on price
- Frequent discounting
- Never testing prices
If you scored under 25, there's significant room to improve your profitability without changing anything about your art — just your pricing strategy.
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Create Free GalleryFrequently Asked Questions
The biggest mistake is pricing based on production cost alone, ignoring the value of your creative work, time, and brand. A print isn't just paper and ink — it's your artistic vision. Pricing too low devalues your work and leaves money on the table.
No. Racing to the bottom on price attracts bargain hunters, not collectors. It also signals low quality and makes it nearly impossible to raise prices later. Focus on communicating value rather than competing on price.
Signs of underpricing include: selling out quickly without effort, buyers never questioning the price, feeling resentful about sales, profit margins under 50%, and working harder but not earning more. If any of these apply, it's time to raise prices.
Be very careful with discounts. Frequent sales train buyers to wait for deals and devalue your work. If you discount, do it strategically — perhaps for email subscribers only, or as a thank-you for repeat customers. Never discount publicly or often.