Pricing art prints is one of the most important decisions you'll make as an artist. Price too low and you'll work hard without making a sustainable income. Price too high and potential buyers scroll past. This guide will give you concrete formulas and strategies to price your prints profitably — whether you're selling online, at galleries, or at craft fairs.
1. Understanding Your True Costs
Before you can set profitable prices, you need to know exactly what each print costs you. Many artists undercount their costs and end up barely breaking even. Here's everything you should include:
Production Costs
- Print cost: What you pay your printer per print (or paper + ink if printing yourself)
- Packaging: Sleeves, backing boards, tissue paper, boxes
- Shipping materials: Mailers, tubes, tape, labels
Overhead Costs (Often Forgotten)
- Platform fees: Etsy (6.5%), PayPal/Stripe (2.9% + $0.30), website hosting
- Marketing: Instagram ads, email tools, business cards
- Time: Packaging, shipping, customer service — your time has value
Total Cost = Print Cost + Packaging + Shipping Materials + (Fees × Estimated Sale Price)
For a $50 print with $15 production costs, $3 packaging, and 9% platform fees: $15 + $3 + $4.50 = $22.50 total cost
2. Markup Strategies That Work
Once you know your costs, you need to decide on a markup. Here are the most common approaches:
Cost-Plus Pricing (Most Common)
Multiply your total costs by a markup factor. For art prints, successful artists typically use:
- 2× markup (100%): Entry-level, building audience
- 2.5× markup (150%): Established artist, consistent sales
- 3-4× markup (200-300%): Strong brand, limited editions, gallery representation
Costs: $18 print + $4 packaging + $5 fees = $27 total
With 2× markup: $27 × 2 = $54 retail price
With 2.5× markup: $27 × 2.5 = $67.50 retail price
Profit at 2× markup: $54 - $27 = $27 per sale (50% margin)
Value-Based Pricing
Price based on perceived value rather than just costs. This works well for:
- Limited edition prints (lower edition = higher price)
- Prints of award-winning or well-known pieces
- Large statement pieces
- Work with a strong story or emotional connection
Never price based on how long the artwork took to create. Buyers don't care about your process — they care about how the art makes them feel and whether it fits their space.
3. Market Rates by Print Size
While your costs and brand positioning matter most, it helps to know typical market rates. Here's what prints commonly sell for across different channels:
| Print Size | Etsy/Online | Craft Fairs | Galleries |
|---|---|---|---|
| 5×7" | $15-25 | $20-30 | $30-50 |
| 8×10" | $25-45 | $30-50 | $50-80 |
| 11×14" | $40-70 | $50-80 | $80-120 |
| 16×20" | $60-100 | $75-120 | $120-200 |
| 18×24" | $80-140 | $100-160 | $160-280 |
| 24×36" | $120-200 | $150-250 | $250-400+ |
These are ranges for open edition prints on fine art paper. Canvas prints, metal prints, and limited editions command higher prices — often 50-100% more.
4. Pricing for Different Sales Channels
Online (Etsy, Your Website)
Account for platform fees, payment processing, and shipping costs. Many artists offer free shipping by building it into the price — a $50 print with free shipping often sells better than a $42 print + $8 shipping.
Craft Fairs & Art Shows
Your prices should be 10-20% higher than online to account for booth fees ($100-500+), travel, setup time, and the convenience of taking art home immediately. Buyers at shows expect to pay a premium for the experience.
Galleries & Consignment
Galleries typically take 40-50% commission. If you want to net $60 on a print, you'll need to price it at $120 for gallery sales. Keep your direct-sale prices consistent to avoid undercutting your gallery partners.
Keep your prices consistent across all channels. If buyers see the same print for $40 on your website and $60 at a gallery, it damages trust. Set one price that works everywhere, or clearly differentiate (e.g., gallery-exclusive frames).
5. Pricing Psychology Tips
Use Charm Pricing Carefully
$49 vs $50 — the jury is out on whether charm pricing works for art. Some artists find $45 or $95 works well. Others prefer round numbers ($50, $100) for a more premium feel. Test both with your audience.
Offer Size Tiers
Having 3-4 size options at different price points lets buyers self-select. A collector might buy the large print; a casual fan grabs the small one. You serve both without discounting.
Don't Compete on Price
If someone won't pay $50 for your print, they probably won't pay $35 either. Competing with mass-produced prints from big retailers is a losing game. Compete on uniqueness, quality, and connection instead.
Raise Prices Gradually
If you're selling out quickly, that's a sign to raise prices. Increase by 10-15% and monitor sales. Your goal is steady sales at sustainable margins — not selling out instantly at unsustainable prices.
🧮 Try Our Free Pricing Calculator
Enter your costs and see recommended prices instantly. Compare markup strategies and find your profit sweet spot.
Open Pricing CalculatorFrequently Asked Questions
Most successful artists aim for a 50-100% markup on their total costs (production, shipping materials, fees). This typically results in a 30-50% profit margin. For limited editions or established artists, markups of 200-400% are common.
Use this formula: Print Price = (Production Cost + Shipping Materials + Platform Fees) × Markup Multiplier. For example, if your total costs are $25 and you want a 100% markup, your price would be $50.
Yes. Online prices should account for shipping costs and platform fees (Etsy, PayPal). Craft fair prices should factor in booth fees, travel costs, and the time spent selling. Many artists price craft fair items 10-20% higher to account for these costs.
Free shipping often increases conversion rates. Build shipping costs into your price rather than showing it separately. A "$65 with free shipping" listing typically outperforms "$55 + $10 shipping" even though the total is the same.
Limited editions typically command 50-200% higher prices than open editions. The smaller the edition, the higher the price. A 1/25 print might be priced 3× higher than the same image as an open edition.