Mastering the 3 S’s of Exhibiting Art.
Whether emerging or established, artists are often faced with the exciting opportunity to sell their work at live events. Whether it's an art fair, a local market, or a high-profile exhibition, selling art in person can be a rewarding experience. However, it's not just about setting up a booth and displaying your creations. To truly succeed in this venture, you’ll need to consider three key factors, Subject, Story, and Size.
Point 1: Subject - Aligning Art with Event Location
The first key factor is the subject, which emphasizes the importance of aligning the theme of your artwork with the event location. This strategic choice can significantly impact your art sales and create a more engaging experience for potential buyers. Look at your past events and see which themes or subjects have sold the most. Does a specific mountain scene sell every time you showcase it? Do you sell more paintings that have a water scene? In our experience, tracking this data has proven to increase sales and enable us to be more efficient when deciding which subjects to paint.
Consider this scenario. If you’re participating in an event like the Calgary Stampede, which traditionally attracts a demographic of individuals who appreciate the beauty of western nature, such as mountains, horses, and wildlife, it’s wise to tailor your artwork to match these preferences. Showcasing a colourful painting of a hot air balloon, while beautiful in its own right, may not sell as easily as a Three Sisters mountain scene. However, it's important to note that this doesn't mean you should compromise your artistic integrity and paint subjects that don't align with your brand or style just to make a sale. The key is to select events that naturally resonate with your artistic vision. This way, you can authentically showcase your work while still catering to the preferences of your potential buyers. Finding the right balance between your artistic identity and your audience's expectations is the true art of a successful exhibition.
Why It Matters:
By choosing a subject matter that resonates with the event’s audience, you’re more likely to capture their attention and draw them into your booth. People attending these events are often seeking artwork that not only appeals to their tastes but also serves as a meaningful reminder of the occasion or even their lifestyle. Your art becomes a reflection of their own interests and passions, making it more appealing and relatable.
Consistency is Key:
Maintaining consistency within your booth's theme is not just a suggestion, but a powerful strategy. Think of it as the thread that weaves your art into a compelling narrative. This consistency creates a cohesive and visually appealing display that tells a story to anyone who steps inside your booth. It's like writing a novel; every chapter should connect seamlessly to the next.
When buyers enter your booth, they should immediately understand the narrative your art conveys. They should feel like they're flipping through the pages of a book, discovering different facets of your creative journey. This narrative coherence not only enhances the aesthetic appeal of your booth but also ensures that your art leaves a lasting impact.
Consistency doesn't mean monotony. It's about a harmonious blend of variety within a defined theme. This allows your audience to explore the diverse nuances of your art while still staying connected to the central storyline. So, whether you're showcasing vibrant landscapes, evocative portraits, or abstract wonders, each piece should fit naturally into the overall narrative you're crafting.
Your art isn't just a collection of individual pieces; it's an experience. It's a journey that your audience embarks on with you. By maintaining a consistent theme, you guide them through this journey, making it more engaging and memorable, while preventing potential buyers from becoming confused or overwhelmed. As artists, creating memorable experiences is one of the most significant aspects of our craft.
Sales Hack: When a painting finds its new home during an exhibition, don't forget to mark it with a red dot or a prominent "SOLD" sign. Beyond being a moment of pride, this small gesture can significantly boost the credibility and the established value of your art.
You might wonder how a mere red dot can influence the value of your artwork. Simply put, it demonstrates to potential buyers that someone else has recognized the value in your work, to the extent that they decided to make a purchase. This seemingly simple trick can nudge those who are on the fence about becoming a collector.
Point 2: Story - The Power of Narrative
This can be split into two subcategories; The story behind the art piece and the story of the artist.
The Artwork’s Story
One of the most powerful tools an artist has to engage potential buyers is the story behind their artwork. It opens a window into your creative process, allowing people to connect with your work on a deeper level. These stories don’t have to be elaborate or extensive, but they should be captivating and genuine.
Consider the ‘Why’ - Why did you create this particular piece? Why did you choose to embark on this artistic journey? Or perhaps the ‘What’ - What emotion, idea, or concept does your artwork convey? Understanding the inspiration behind a piece can help buyers connect with it emotionally and provide another reason to justify their purchase.
Maybe it was inspired by a profound life event, a powerful emotion, or a significant change. Sharing the story of what led you to create the piece can help the collector connect on a deeper level. It transforms the artwork into a representation of a shared human experience.
Based on our experience, we've found stories that are relatable and simple to understand have a stronger impact on buyers. We aim for a story that the buyer will enthusiastically share with friends and family when they showcase their new art piece.
The Artist’s Story
While the story behind a specific piece can forge a connection, the narrative of the artist’s journey can also be a powerful tool for generating sales. Your story as an artist is a unique and compelling aspect of your brand. It’s the tale of how you evolved into the artist you are today.
Your artist story isn’t limited to grand adventures or extraordinary experiences. Even the journey of becoming a professional artist has its own set of triumphs, challenges, and milestones. For instance, you might highlight your long-term involvement with a particular charity, demonstrating your commitment to making a positive impact beyond your art. Or, you could share how your work has been featured in the media, signaling your growing influence and recognition in the art world.
These stories add depth to your brand and resonate with buyers who appreciate not just the art but also the artist. They provide context, allowing your audience to understand the person behind the brush strokes, fostering a sense of connection and trust that can be instrumental in making a sale.
Point 3: Size Matters - Choosing the Right Canvas
Regardless of the compelling story behind your artwork or its thematic elements, size can be a decisive factor in a buyer’s decision. The question of what size canvas to paint can indeed be challenging, especially when welcoming a diverse range of potential buyers into your art booth. While it’s true you can’t always predict the exact size a buyer is seeking, you can increase your chances of success with strategic considerations.
Past Sales Analysis:
Start by reviewing your past art sales. Tracking this data provides insights into the sizes that have resonated with your audience. Identify your top three best-selling sizes; these are the dimensions that have consistently appealed to buyers. While you should still test smaller and larger sizes, focus on creating the majority of your artwork in your most commonly sold sizes.
Physical Space:
Be sure to consider the physical space where your exhibition will take place. Take measurements, understand the layout, and assess how your artwork will fit within that environment. A great way to test this is to outline the display space dimensions with tape on your studio floor. This gives you a realistic view of how much space your art will fill.
It's essential to maintain a harmonious balance between the size of your pieces and the available display space. Overcrowding can overwhelm viewers, while undersized pieces might get lost in the vastness of a large display. Ensure you provide adequate space for each of your artworks. While it might be tempting to display as many pieces as possible, overcrowding can be counterproductive and negatively affect your sales. When art is given room to breathe, they can shine individually and capture the attention of potential buyers more effectively.
Know Your Audience:
Selecting the right canvas sizes for an art exhibition is a strategic decision that can significantly impact your sales. The notion of displaying various sizes to cater to all potential buyers is a common one, but it might not be the most effective approach. Understanding the event's demographic is key.
For example, imagine you're presenting your artwork at a high-profile energy conference. Tickets are priced at $500, and the guest list is filled with CEOs and owners of multi-million dollar energy companies. In this context, it's highly likely that larger, more substantial artworks will be the preferred choice. These prominent individuals may be seeking impressive pieces to adorn their corporate spaces, and bigger canvases can make a powerful statement.
On the other hand, if you're participating in a local farmers market with free admission, the environment is more suited to affordable, accessible art items. Here, you might focus on selling smaller paintings or prints, which align with the market's casual, budget-friendly atmosphere.
In these scenarios, it's clear that you don't need to showcase your entire range of canvas sizes. Instead, understanding your audience and the nature of the event allows you to make informed decisions about the sizes that are most likely to resonate with buyers. This targeted approach enhances your chances of success, as it aligns your artwork with the specific desires and expectations of the event's attendees.
NOTE: If you're finding it challenging to identify the demographic of buyers attending an event, a savvy strategy is to observe what other artists are displaying and, more importantly, what they've managed to sell. This type of market reconnaissance provides valuable insights into tailoring your artwork to align with the event's dynamics.
Again, pay attention to what your fellow artists are selling and, more importantly, what they have successfully sold. For instance, if you notice that multiple artists are achieving sales with imposing 8ft+ paintings commanding substantial price tags, it's a clear indicator that there's a demand for larger, high-value artworks at the event. However, it's essential to strike a balance and not push yourself entirely out of your comfort zone or unjustifiably inflate your prices.
The key is not to mimic other artists but to let their success inform your strategic decisions. It's about understanding the market's appetite, recognizing the kind of art that resonates with buyers at this particular event, and then incorporating these insights into your own approach. By observing the sales trends of your peers, you can better gauge the optimal direction for your own artwork, ensuring that it aligns with the preferences of potential buyers.
Sales Hack: To maximize your opportunities, make sure to have at least one large and relatively expensive painting prominently displayed in your booth. This has two purposes:
1. Attract High-End Buyers: Having a large and expensive piece appeals to clients who are looking for the best and are willing to invest in premium art. It caters to those who are looking for big art, no matter the cost (within reason). Be sure this painting is displayed in a way that has easy sight lines to attract people into your booth.
2. Establish Price Anchors: Price anchoring is a psychological phenomenon. By showcasing a large painting at a high price point, you create a reference point for buyers. For example, if you are selling a grand 6’x6’ masterpiece priced at $10,000, it sets the bar for high-end offerings. Even if they find it beyond their budget, it’s okay. We know the majority of people walking into our booth won’t be able to afford our “anchor” painting, but it increases the perceived value of all the other paintings. When they encounter a slightly smaller 5’x5’ piece priced at $4,000, they are more likely to perceive it as a relative bargain. This comparison instills a sense of value in the client’s mind, making the smaller piece seem more affordable in contrast to the larger one.
** But as always, your art prices should align with the market you're selling in, based on your past sales. Arbitrarily inflating your prices without justification can undermine your credibility as an artist. Buyers appreciate transparency and fairness when it comes to pricing, so maintaining a reasonable and competitive price range is crucial for building trust and fostering a positive reputation in the art market.
The Three S's to Selling More Art—Subject, Story, and Size—are your keys to success as an artist in the vibrant world of art exhibitions. These strategies empower you to connect with your audience on a deeper level, maximize your impact, and ultimately, increase your sales.
By carefully aligning your subject or theme with the event, you can captivate your audience's hearts and minds. Crafting compelling stories, both about your art pieces and your personal journey as an artist, provides an emotional connection that transforms buyers into dedicated patrons. Understanding the importance of size and creating a strategic range of artworks ensures that you meet the diverse preferences of your audience. Remember, the goal is to communicate the established value of your artwork, ensuring each potential buyer leaves your booth with a piece that resonates with them on both an emotional and financial level.
With these principles in your toolkit, you're not just an artist; but a soon-to-be master of selling art. As you continue your creative journey, remember the Three S's—Subject, Story, and Size—and watch your art flourish and your sales soar. Here's to your continued success in the world of art exhibitions!
If you found this blog helpful or want to give your personal exhibition tips, feel free to leave a comment below!
- Albi Art Collective