Ready to Hang
For those new to selling, consider how you will add the finishing touches to your art so that your collectors can proudly display their new acquisitions in their homes, offices, businesses, and more. While the phrase ‘ready to hang’ will mean something different for each artist depending on the type of work they make, what matters most is putting the extra bit of effort to show you care both about the craftsmanship of your work as well as the customer service experience your clients will have with you. This is not to say that you need to have every work custom framed for hundreds of dollars (unless you want to and have the money for it!). Budget-friendly options for frames, sculpture bases or cases, matting, mounting, etc. can absolutely add the extra ‘wow factor’ to help your collectors not only fall in love with your work, but also easily imagine how it will look in their space. While a client who is interested likely won’t back out of a sale just because the artwork doesn’t already come ready to display, being one step ahead can encourage those who are undecided to close the deal.
Should an artwork be framed to sell it?
It’s up to you, but it doesn’t have to be. I sell many of the works via my gallery unframed. Seasoned collectors tend to know what kind of framing they prefer and may even have established relationships with their own framer. It also saves money on shipping and insurance costs. That said, I do offer the service that we can have any piece framed before shipping it to the client. This is better for newer collectors who’d rather someone else give their recommendations and take care of it for them, which I’m always happy to do :)
Another thing I do is feature mockups of what the artwork would look like with at least one simple contemporary frame (think black, white, natural wood, gold, etc). I primarily use the ArtRooms app, but there are many similar services and you can even create your own renderings in Photoshop. You can even hang or display your works in your home or studio to get in situ images. Against a blank white wall is a standard go-to option, but images with your work placed in a styled setting can give the work context. This is most helpful for potential clients to get an idea of scale. Experiment and see what you like best!
If you do choose to frame, try to select something that could work in a variety of spaces and with different styles of decor. I’ve also seen artists use unique frames that feel like an extension of their art and that works too! Any framer worth their salt should be able to offer advice and if you’re opting to DIY, you can take a look at how other artists who you admire frame their art and reach out to ask for their tips. Especially for works on paper, don’t forget museum glass and archival mats - although it’s also a good idea to advise clients not to hang your art where direct sunlight will hit it. Finally, don’t forget to have a hanging mechanism on the back (wire, cleat, sawtooth hanger, etc), which I only mention because I once had an artist show up with all of her works framed, but with no way to actually hang them!
What else can you do if you don’t choose to frame?
For paintings, you’ll likely want to put some sort of finishing coat to both protect the surface and give it a matte or glossy look and for drawings, you can use a fixative. Works on canvas or panel can often be hung as is and some collectors don’t mind not getting them framed. In this case, you can put tape around the edges as you work so that the edges remain pristine, make them one solid color at the end, or paint them in a way that continues the design of the composition on the front. Prints and other works on paper can be offered with a standard size mat to make the framing process easier for your clients and put in a protective sleeve for selling and shipping.
How does framing affect pricing?
You’ve now added value to your work. Don’t forget to include the cost of the framing in your price, especially if you went the custom route! If you are offering the work unframed but with the option to frame then I’d list both prices. Always make sure to cover your expenses, but don’t take this as an opportunity to squeeze more money out of your clients. Remember that solid and lasting customer relationships are built on trust.
Final notes
You have the option to choose whether or not to frame based on budgetary or aesthetic reasons. An in-person show can look just as polished and professional with clean-edged canvases as with custom-framed art. Just keep in mind that works on paper and three-dimensional or textured pieces shown unframed in a public setting could be exposed to potential damage.
Last but not least, don’t forget to sign your work - it’s definitely part of the overall presentation and collectors love it! Whether it’s on a bottom corner, edge, or somewhere on the back is your choice. For an added bonus, include a certificate of authenticity and a business card as well as a postcard, stickers, print, or other small ‘gift’ item. I’ve also seen artists who wrap their works with ribbon or tissue paper (some even with their own branding!) so that opening it feels truly special. Not a requirement, but it leaves a great impression. Do what you’re capable of and feels most authentic to you!
Thanks so much for reading. As always, feel free to reach out to me if you enjoyed this article or if you have a question you’d like me to respond to in a future blog post.
Until next time,
Alicia
Exciting things are coming up at PxP Contemporary so stay tuned by following @pxpcontemporary or by joining our mailing list. You can read more of my features at www.aliciapuig.com.
