Auction houses and art galleries understand marketing really well. They spend a lot of money on high-quality photography and video. They know that a beautiful image is one of the most powerful sales tools available to them, particularly for aspirational purchases such as artworks, luxury handbags, jewelry and cars.
If you are going to spend any money on marketing your art, spend it on high-quality photography or, if you can’t afford to hire a professional photographer, take some training so that you can become an excellent amateur photographer yourself. There are three reasons as to why this is so important.
Why High Quality Photography Will Help You Sell Your Art
Firstly, you need to present your art in the best possible way, particularly online, where a collector does not have an opportunity to engage with the physical work. High-quality images of your art, whether in collectors’ homes, installation shots of exhibitions and art fairs as well as good frontal images, are the building blocks of your marketing strategy. It shows people you’ve got good stuff going on.
This blog post is an extract from the third chapter of the book ‘How To Become A Successful Artist in 7 Steps’ by Annelien Bruins. Click here to purchase the book on Amazon.
Secondly, in addition to helping you sell your work, high quality photography is an excellent tool to help you "fake it till you make it”. It will make your studio operation look professional before it actually is, particularly if these images are shown on a clean, well-designed website and a well-curated Instagram account.
Thirdly, having high quality photographs of all of your work, neatly organized alongside your complete and up-t0-date inventory list, is an investment in your future. The alternative looks like this. When you are long gone, the specialists at Christie’s will be cursing you for not having taken better images of your art before it left the studio. Why? Because they can’t authenticate the work submitted for auction from the grainy snapshot they found in your archives. No authentication, no sale.
How To DIY?
If you have the space, dedicate one area of your studio to be the photography corner. Have some white or grey background paper on a roll handy (a white wall will do, too). Don’t use black as it provides too much contrast for most artworks. Leave enough space around the object so that you can crop the image if necessary. Learn to become handy with a program like Photoshop and you’ll be able to correct angles, lighting, tone and coloring in no time.