Pricing Your Work

Here are a few of the ways that I’ve found artists price their work:

  1. By being so traumatized by the very question of pricing that you decide to wait for posthumous fame and hide your work – lest anyone ask the price.
  2. By having angst about it until, fortified by chardonnay, you finally decide on a number. Any number. Just please, God, don’t make me have to set a price again!
  3. By attaching self-worth to it. This means either choosing the biggest number you can think of, thus inflating your prices to match your ego. Or wishing desperately that you could give them all away for free so that you didn’t have to set a price. Yet desperately hoping that, so moved, your collectors will pay you handsomely as a gesture of gratitude.
    (This trick never works, by the way. You must stop giving yourself away)
  4. Or, you educate yourself. You understand the prices of works comparable to yours. Works that are similar size, medium, and most important, audience. You make adjustments for cost of any exceptional materials and your level of experience. From there, you check your gut.


Your price does not equal the size of your ego. Nor is it a reflection of your self-doubts. It’s driven by the market. It’s math, not psychology. It can’t hurt you and won’t bite, so don’t be afraid of pricing your art.

Crista Cloutier is a Professional Arts Career Advisor who has worked in and around the art business throughout her career. She’s been honored as an “Influencer in the Contemporary Art World” by LinkedIn. She spent a decade as the director of an influential gallery, is recognized internationally as a curator, has contributed articles and books about art to major publications worldwide, and she’s an artist herself.


Crista is also the founder of The Working Artist, an online professional practices resource for artists who want to get their work seen and sold.


How To Sell Your Art

Packed with helpful information to help you accelerate success. When you sign up for this free eBook, you’ll also receive a complimentary micro-workshop, Jump: Go Deeper Into Your Artist Practice.

You can claim your copy here >


The Working Artist Masterclass

For artists who are ready to go deeper into their professional development; over the span of 8 weeks, you’ll be walked step-by-step through this unique program on a journey that you’ll never forget.

  • • Explore who you are as an artist, so your branding and marketing message are completely authentic.
  • • Understand how to price your art, create compelling promotional materials, and navigate the art world.
  • * Learn how to connect with collectors and art world-decision makers.

This is an online, on-demand comprehensive workshop that also includes Art Fair Essentials, an intensive program that will help you to achieve more sales during a fair. In addition, you’ll be invited to Crista’s monthly Coaching Calls that will continue to support you even after you finish the course.

You can receive a special discounted offer upon joining the mailing list. To learn more, visit


Private Mentorship Program

If you’re a mid-career artist with an exhibition record, Crista Cloutier offers the opportunity for private one-on-one Skype consultations. Every artist’s journey is unique so Crista will work with you in terms of your specific needs so you feel completely prepared for the art fair world.


You can receive a special discounted offer upon joining the mailing list. To learn more, visit

"Crista Cloutier is an extraordinary facilitator for change, creativity and prosperity.” Griselda Cann Mussett


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