Giclee Marketing

Before giclee, lithography and other mechanic printing methods were used if the artist wanted to market reproductions of original artwork. When we refer to lithography in this context, it is in relation to the modern type, where film is electronically or optically generated and impressions are made to create plates. Also, modern lithography is now created with direct to plate means. Traditional lithography, where a skilled artist creates the plates by hand, is a separate art form, not to be confused with modern press systems.

Giclee vs. modern presses

Because of the inherent characteristics and costs of going to plate, printing on modern presses goes hand in hand with high output numbers, which in turn compromises the value of any reproduction.

Second, the quality of 4 color prints limits the color rendition of  such reproductions. Also, the choice of substrates is dismal compared to giclee.

The advent of high-end digital printmaking has opened a new world for artists: more paper choices, better color, limited production. Giclee printing has revolutionized the marketing and quality of commercial art.

On a pure marketing standpoint, artists who have shows and lectures can now suggest Giclees to potential buyers. Collectors in particular want to buy art that is not made in mass quantities. When buying giclees they are assured to possess something rare and exquisite.

Giclees are well established in the art world; they are bought and sold in world class auctions as well as in galleries.

Furthermore we encourage the artist to pre-sell the complete limited edition. It is a good idea to track the collectors and notify them when the particular edition is sold out. This practices reinforce the added value of their purchase. Last but not least, ask for a Certificate of Authenticity from the printmaker: it is a service we provide for a small fee when you order giclee printing with us.

Pricing your giclee prints

When pricing your giclee edition for sale the general guideline is to go between 1/2 and 1/5th of the price of the original. The pricing is influenced by the number in the series as well the print number in relation to the edition. Print #90 out of 100 will command a higher price than print #10. This is because as we approach the end of the series the value increases. What we mentioned here is obviously not the case when the artist only sells giclees and retains the original. Many artists do this to establish a solid giclee market and attract clients who only want art which is not "a second best". Also, this does not apply to digital art where it is up to the artist to price the market.

Once you tell us how many prints you want to include in your limited edition, we will fill out the form. NOTE: if, for instance, the artist decides the art printing to be of 100, we can print 5, 10 or up to 100 on the first run. What we can't do, of course, is to print giclees over the maximum number at any time.

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