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 produced in small numbers 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, provider a Certificate of Authenticity: we can provide a Word template you can edit and customize on your paper of choice.

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.

Limited editions can be a selling tool that increases the collector's perception of finite availability of a particuar print but it can also curtail revenue. Some artists are not as prolific as others simply because their painting technique is time consuming. Open signed editions may be a better choice. Open editions do not limit print output and give more freedom to market the art. We have seen a case where an artist started a limited edition and was then contacted by a large corporate art buyer for a store chain. The buyer wanted to have 5,000 canvas prints made but because the limited edition was only 100, nothing could be done. The artist lost about $60,000 in revenue because of the inability to close the deal.

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