Pricing your art is one of those things that feels like it should have a clear answer… but somehow never does.
Most artists either:
- underprice because they want to be “affordable”
- or overprice because they’re trying to match someone further along in their career
And both can hold you back.
So instead of guessing, or pulling a number out of thin air, let’s walk through how to price your art in a way that is realistic, sustainable, and actually works in the real world.
First—The Biggest Mistake Artists Make
Let’s just get this out of the way.
The most common mistake I see?
Pricing your work based on the wrong things.
That usually looks like:
- charging based on how many hours it took
- matching another artist’s pricing without understanding their career stage
- ignoring your actual costs
- or completely disconnecting your price from where you’re at in your career
The time one comes up a lot.
“I spent 50 hours on this piece, so I need to charge for 50 hours.”
And look—that’s valid from your perspective. You did spend that time.
But here’s the reality:
Collectors don’t buy hours. They buy the work.
If you’re an emerging artist, the market simply won’t support 50 hours worth of labour yet—and trying to force that usually leads to work being admired… but not purchased.
Start With Your Gut
Before we get into numbers, there’s one step most people skip.
Ask yourself:
What do I actually feel comfortable charging for this?
If someone bought it at that price:
- would you feel good about it?
- or would you feel like you let it go too cheap?
That gut check matters more than you think. Because pricing isn’t just strategy—it’s also psychology. If you feel off about your price, it shows.
Do Your Research (But Do It Properly)
Once you’ve got your gut feel, the next step is to look outward.
Find artists creating work similar to yours and see what they’re charging—but don’t just copy their pricing.
Look at where they are in their career compared to you, and where they’re exhibiting. If you’re not sure how that part works, here’s a guide on how to get into an art gallery (coming soon).
There are plenty of abstract artists out there… but not all of them are Jackson Pollock.
Make a short list of artists at a similar stage to you and use that as a benchmark—not a target to jump ahead to.
Bring in the Reality
Once you’ve got a number in mind, now we ground it.
1. Work Out Your Costs
Start with your materials:
- canvas, paper, paint, pastels
- varnish, framing
- anything else used in the process
You don’t need to charge for the whole tube of paint—just estimate what you actually used.
Then factor in:
gallery or platform commission (not hiring or entry fees – these need to be viewed as part of your marketing budget).
Do a bit of research here. Look at galleries you’d realistically exhibit with and get a rough average.
2. Set a Minimum Price
Once you’ve got your costs plus commission:
your price should be at least double that amount as a baseline—then sense-check it against your size, consistency, and market.
This gives you a starting point that:
- covers your expenses
- leaves room for profit
- and keeps your pricing grounded in reality
A Practical Method: Price Per Square Metre
There’s no perfect formula—but there are structures that will keep you consistent and grounded.
If you want consistency (and less guesswork), this is one of the easiest ways to price your art.
Price = (Height × Width in metres) × Rate per square metre + Materials
For emerging artists, a more realistic and sustainable range is:
$900 – $1200 per square metre
This keeps your pricing consistent across all sizes while staying aligned with what the market will realistically support at an earlier stage.
Examples:
50 × 50 cm (0.25 sqm)
→ $900/sqm = $225
→ $1200/sqm = $300
1m × 1m (1 sqm)
→ $900 – $1200
This is a guide, not a rule—always sense-check it against your work, your audience, and your current stage.
A Small Trick That Actually Makes a Difference
If your calculated price lands somewhere awkward—say $910—you’re better off adjusting it slightly.
Prices just under a round number tend to perform better.
So instead of $910:
- go to $890, or
- go to $990
It’s a small shift, but it can make your work feel more considered—and more appealing to buyers.
Keep Your Pricing Consistent
If your work is priced one way in a gallery and another way online, it creates confusion—and it can damage trust.
If a piece doesn’t sell in a gallery:
don’t drop the price just because you’re selling it yourself
Consistency matters.
It also keeps galleries on your side—which is more important than most artists realise.
What’s Your Goal?
Before you finalise your pricing, ask yourself:
- Do I want to sell consistently and build momentum?
- Or am I happy to hold out for higher prices over time?
Neither is wrong—but your pricing should reflect your goal.
If you want movement, your pricing needs to support that.
Your pricing method should support that—not fight against it.
Why Pricing for Your Career Stage Matters
This is the part people don’t love hearing—but it’s important.
Your pricing needs to match where you are in your career.
If you’re emerging and pricing like an established artist:
- people might love your work
- they might talk about it
- but they won’t buy it
I see it all the time.
The piece gets admired, photographed, remembered…
…but not taken home.
This is exactly why starting with a realistic pricing structure matters—you need room to grow into higher price points over time.
On the flip side, some artists intentionally underprice to keep their work accessible—and that’s completely valid.
Just make sure you are at least covering your materials.
Accessible doesn’t have to mean unsustainable.
A Reality Check on “Time Spent”
There’s a well-known story about Pablo Picasso that sums this up perfectly.
Someone once asked him to draw something quickly on a napkin. He did—and then quoted a very high price.
When they questioned it, saying it only took a few seconds, he replied:
“It took me lifetime to do that in 30 seconds.”
That’s the shift.
When you’re starting out, things take longer—and that’s part of the process.
But you can’t charge people for that learning curve.
Over time:
- your skill increases
- your process becomes more efficient
- your reputation grows
That’s when higher pricing becomes justified.
Be Aware of the Market
Pricing doesn’t happen in a vacuum.
At the moment, higher-priced works can take longer to sell.
That doesn’t mean you should drop your prices—but it’s something to be aware of.
The economy, buyer behaviour, and timing all play a role.
When to Increase Your Prices
This is where a lot of artists either hesitate or jump too fast.
The best indicator is consistent sales.
If you’ve sold:
- 40–50+ works
- at a similar price point
- with steady demand
That’s your signal.
At that point:
- your work is connecting
- your pricing is being accepted
- and you’re starting to build a collector base
A price increase then reflects growth—not guesswork.
You can also make small adjustments over time to account for rising material costs. Just keep it realistic.
A Quick Note on Group vs Solo Shows
Sales in a group show are not the same as sales in a solo show.
Group shows:
- have a range of styles and price points
- attract different buyers
- often lead to more impulse purchases
Solo shows:
- are all you
- require stronger consistency
- and often involve higher overall spend
So don’t base your entire pricing strategy on one group show experience.
The Bottom Line
If someone connects with your work—and it’s priced appropriately—they will buy it.
Not always. Not every time.
But I see it happen often. If you want to see how this looks in practice, you can explore original artwork for sale and get a feel for real pricing across different artists and stages.
Your job is to:
- stay grounded
- price realistically
- and build from there
Not to jump ahead, and not to hold yourself back forever either.
One Final Thing
Not every piece sells straight away.
That doesn’t mean it’s not good.
It doesn’t mean it’s priced wrong.
Sometimes it just hasn’t found its person yet.
I’ve seen works sit for years—and then suddenly sell to exactly the right collector.
If You Want Help With Pricing
I’m always happy to help artists navigate this—but I’ll never just hand you a number.
Have a go first.
Set your price. Work through the process. Trust your gut.
Then if you want a second opinion, I’m here to guide—not dictate.
That kind of support is something I offer to artists exhibiting with me at Gallery Unbound. If you’re looking for that level of insight and ongoing guidance, you can apply to exhibit with Gallery Unbound and become part of the Unbound artist family.
Note: This guide is focused on original artworks. Pricing prints is a completely different conversation—here’s a guide on how to price art prints (coming soon) if you’re working in editions.