Each and every single one of us has an unwritten, unconscious, yet nevertheless indelible value, and we are continuously exhibiting our value through our thoughts and deeds. All too often, however, we allow others to define that value.
When it comes to art, many of us artists have great difficulty in placing a value or price on our work. Our worth as an artist and as a human being are one and the same. We should define our worth on our own terms and without external validation. Our art is merely an extension of oneself, so if we are able to value who we are, that same value applies to our art and everything else we do in life.
Pricing one’s artwork is a balance between reflecting your worth and being competitive in the market. So, who is your market? In your mind’s eye, create an image of your art hanging on the wall — what surrounds it, what does the room look like, the furnishings, and would you say it’s a middle class or affluent home? Where might this home be located?
Envisage the person who has just purchased your painting — what is their appearance, how do they dress and, most importantly, are they moved by your artwork? How much have they just paid for it to find its pride of place in their home. Don’t forget that for the buyer, a piece of original fine art is something to boast about, whether it’s their first purchase or another to add to their collection — what they paid for it is as important as its aesthetic appeal!
Always remember that your art has value because it comes from you as a unique and talented individual, and by embracing your worth, you’ll find confidence in placing value in your artistic expression. Valuing yourself and your art unlocks purpose, creativity and fulfilment — if you are content in your worth, then your art will flourish accordingly.
Guy McGowan
WASA representative in Durban, KwaZulu-Natal
Chairperson of North Coast Artists, KwaZulu-Natal.