Guide to Making Art Prints
Lessons Learned from My Own Experience
If you’re an artist considering selling prints of your work – congratulations! That’s an exciting step toward making your art more accessible. I only started selling prints when friends reached out and asked if they could purchase my work - I dont ever want to seem like i’m pushing sales on anyone, but if someone is interested in purchasing my [avaialbe] art, they can do so through my website. This guide is based on my personal experiences and is intended to offer some helpful tips as you navigate the process. Every artist’s business is different, and your decisions should reflect your goals and comfort level. I don’t sell prints at markets or in a physical storefront; my model is based entirely on online, print-to-order fulfillment.
Why Sell Prints?
Prints are a fantastic way to offer more accessible options for clients who may not be ready to invest in original work or who missed out on a sold piece. While a print is not the same as an original, it should aim to faithfully represent the original work. High-quality reproductions can provide meaningful value for collectors, especially when thoughtfully produced.
Print-to-Order vs. Bulk Inventory
One of the biggest mistakes I made early on was trying to predict demand and ordering prints in bulk. It left me with unsold inventory - some of which I couldn't give away. Now, I only create prints after they’ve been ordered. This print-to-order model eliminates waste and upfront costs, though it does introduce a delay between purchase and delivery. Most customers shopping online are accustomed to this, and I’ve found it to be the best balance between quality control and cost efficiency.
Creating the Image
Start with original artwork - digital or traditional. You’ll need a high-resolution image to produce your prints. I’ve found that when I use my phone’s RAW photo mode in natural lighting it works well, but for studio work or larger pieces, I use a DSLR with a polarizing filter and lights. Professional scanning services are also an option. Once you’ve got the image, edit and crop carefully. The goal is fidelity, not enhancement.
Printing: In-House vs. Outsourcing
When I began, I tried several third-party printers (Vistaprint, Printify, etc.) before landing on The Stackhouse Printery (This post isn’t sponsored, but it is an honest review). Their quality and turnaround were excellent, but expensive. Eventually, I brought the entire process in-house using an Epson SureColor P900 and Epson Hot Press Bright papers. This move allowed me to control quality and reduce costs, which helped me keep pricing accessible to my audience. No matter what route you decide, I cannot emphasize enough that quality in terms of product and process are absolutely necessary. A archival-grade Giclee print should last at least 100 years.
Packing & Shipping
Packing is a hidden cost and art form of its own. I started with rigid flat mailers, but they weren't durable - carriers bent them to fit mailboxes. I now use poly sleeves and ship prints rolled in 2" or 3” mailing tubes. The prints flatten perfectly when framed, and this method has proven the most reliable and professional-looking. I polled a select group of my collectors, and for the most part, they weren’t interested in additional costs associated with fancy or custom packaging, stickers, containers – the art was the experience they were seeking. I’ve also experimented with shipping framed prints, and found the cost was too high. Instead, I provide collectors with more economical solutions for a half-DIY/half-professional way to get their art framed and matted locally - which saves them a ton of money in the long run.
Drop Shipping?
If you use a third-party printer, you may have the option to drop ship directly to clients. That’s convenient - but I personally prefer to inspect and hand-sign each print before it leaves my studio. This is a non-negotiable element for me. If you aren’t concerned with hand-signing or limited editions, drop shipping can be a time-saving option.
Limited Editions
Offering limited edition prints can add perceived value - but it also requires discipline and organization. If you promise 10 prints in an addition, sell only 10 [Sans Artists’ Proofs, but thats another topic]. Track serial numbers carefully to avoid duplication. I use a Google Sheet to maintain a registry of every print sold, including client details and edition numbers. As a general note and my personal opinion, an edition that exceeds 250 isn’t really limited. I always chuckle when I see the work of Thomas Kinkaid in a “limited edition” of 25,000 prints. If you think you’ll sell more than 250 prints, consider an Open Edition of unlimited prints, which may significantly devalue the individual prints, but allow you to sell more in terms of quantity.
Pricing Strategy
Print pricing is a complex and often sensitive topic. A general rule of thumb is 10–40% of the original’s value, depending on availability. A $100 original might justify a $10–40 print, but don’t forget your Costs of Goods Sold (COGS). Ink, paper, sleeves, shipping, transaction fees—all of it adds up. Price too low, and it costs you to sell a print. Price too high, and you may deter collectors. Your time has value—respect it. It’s worthwhile to do market research to see what similar artists (in terms of notoriety, skill, and subjects) are selling prints for - or if they are even selling prints at all.
Is Selling Prints Right for You?
Only you can decide that. Producing and selling prints is doable—but it requires time, attention, and patience. Every hour spent printing, packing, and tracking is an hour not spent making art. But if you’re ready to take that step, I can confidently say it’s possible to do it well.
I hope this helps, and feel free to reach out if you have questions—I’m always happy to help fellow artists or answer questions from potential clients.
shoot me a DM on IG @Forty_mike_mike_art or send an email to 40mmArt@gmail.com