Do portrait artists only cater to the affluent?

[Enzie Shahmiri]

There is no denying that in order to sell a portrait priced at $2,000.00 or more, an artist stands a better chance at making a high end sale by targeting a specific buyer

[Leslie Ficcaglia]

Enzie, my prices are low to mid-range for oils. In view of the time it takes me to take reference photos and then complete the painting I couldn't charge less, and I feel that it would also devalue my work to do so even if I felt that it were feasible. Artists sometimes offer pencil or charcoal as the lowest tier in price, and pastels as the middle tier, with oils at the top. This provides people with the opportunity to commission a portrait without its being prohibitively expensive. On the other hand, having worked in a school system where the socioeconomic level was quite low with many students receiving free or reduced lunch services, it never failed to amaze me that parents would buy multiple ATV's for these same kids. We've all seen the same phenomenon, whereby people will indulge their children or themselves by purchasing jet skis and other pricey toys. Look at all the horses you see in rural settings, as well. So the issue often isn't that the money isn't there but that the desire for that particular amenity is lacking.

When I first began painting commissioned portraits, on the other hand, one of my early clients was disappointed that I was charging so little. He was purchasing the portrait as a Christmas present for his wife, and apparently wanted to spend more than I was asking for so important a gift!

[Cynthia Daniel]

On the other side of things, I've known artists to lose a commission because the prospect felt their prices were too low.

[Leslie Ficcaglia]

I agree wholeheartedly. People often value their possessions based on their cost, and they tend to be much more impressed by a portrait that cost a significant amount than by one which is relatively inexpensive, even if the quality is the same. Art can be so subjective a product that price is sometimes the only way that people can judge its worth. The client I mentioned, while not declining to follow through on the commission, would have been much happier had I charged more.

[Lon Haverly]

My favorite customer is the child who pulls out the money from his pocket and hands me his sweaty rolled up money which he carefully counts out to pay for a portrait as a gift for some family member. Or the grandmother who pays me from her savings on her fixed income to have her grandchildren drawn who obviously cannot really afford it. My customers are mostly low to middle income, and my prices reflect my target market, I am afraid. But, I will make $20,000 or so next month drawing them.

An old expression goes like this: "Half a loaf is better than no bread."

[Margaret Port]

A few years ago I was approached by a pensioner lady whose mother had recently died. Of course the only photo she had was a poor quality passport sized little image which couldn't be enlarged by photographic means. Could I help her? What I noticed was that she was very much like her mother in appearance so I agreed to do a pastel portrait. I knew she wasn't well off so quoted $300 framed, which she accepted.

I don't have a great long term visual memory so as soon as she left, while I could still remember her image, I quickly sketched her. I then used a magnifying glass to see details in the photo which allowed me to adapt the sketch to the mother's image.

After waiting a decent amount of time I asked her to come back for her approval before it was framed.

She burst into tears and couldn't stop thanking me.

I had it framed and when she came to pick it up she paid me $300 in $1 coins.

She had been saving up for more than a year to get that portrait done.

[Michael Fournier]

Sure, it is true that if your price is high it is most likely that only the most affluent can afford it. But $2000 is not what I consider a high price. People of average income buy $2000 computers and $2000 entertainment centers with big screen TVs. People of average income will pay $2000 for solid surface countertops in their kitchen or $2000 for a spa out on their deck. Or pay over $2000 to buy the loaded option package on their new car over the base price model. Why? Because they are convinced that what they spend this $2000 on will give them enjoyment., or because the marketing of these consumer products has convinced them that they are worth the price.

It is not about the price. It is about educating them that a quality portrait is worth their hard earned money and that they are spending it on something that will give them and their descendents years of enjoyment. These things that I mentioned above are consumer items that no one needs and many need to be replaced in less than 10 years or in the case of the countertops will stay only until the next owner of the house wants to remodel. A portrait will be around for 100 years or more.

If your prices are in the $20,000-$30,000 range then, yes, the average income person is not likely to hire you. But at the same time you are not an average artist if your paintings sell at that price.

In my opinion, $2000 is a bargain if your work is of professional quality but you are just starting out. Buyers are getting a great deal buying your work at that price. If you truly are good your prices will not stay that low for long. Nothing gets people to buy today like a good deal that may not be available tomorrow. That is why stores have sales. Buy it today and save 20%.

The consumer who does not have the money today buys it on the store revolving credit card and pays an additional 25% by the time they pay it off. Now if a store has convinced consumers to make this stupid move why can't we convince them on making a truly good investment in quality fine art.

A person with no disposable income at all who is living on a low income or even those of average income but have been living beyond their means for so long that they are spending all their income on consumer debt and interest payments are not in the market for a painting or anything beyond what they need to survive. So, yes, you want to market your work to those who appreciate it for what it is and have enough disposable income to buy it.

Believe me, there are plenty of people with enough money to spend $2000 on something that they do not need to survive but merely want. The problem is that many people don't see art for what it is. It is they who think that Art is for the wealthy alone.

I have visited homes in trailer parks that had $4000 large screen TVs in them. You just need to find people who appreciate your work. They need not be Bill Gates or the Ex-CEO of Enron. Lowering your prices is not going to make them appreciate it any more, no matter what your price.

Many times I think it is not because the wealthy have more money that they buy more art. I feel it is because a person of higher income or those born into a wealthy family has a greater chance of having a higher education and of having had more exposure to art. They know its value and the enjoyment it can bring so they are more likely to spend their money on fine art.

At the same time even those who have for some reason acquired great wealth but have not had the exposure to the arts are more likely to spend their money on other consumer items before art, even though they now have plenty of money.

My advice is worry about delivering quality work and price it based on its quality. There will always be people willing to pay for quality. Then market your work people who appreciate art and who will buy it.

[Stanka Kordic]

This is a sticky one for me...I sincerely admire folks that can make a painting affordable for the masses. I also can understand charging a great deal for paintings. As one who has accepted commissions for 22 years, I've run the gamut of prices and experiences.

I just takes me too darn long to complete these portraits to charge a penny less than I do. Not just time at the easel. There is so much thought involved away from the work that can keep me up at night thinking of ways to improve. Its a slow steady climb in this field and why should we NOT charge what its worth?

I had a show recently. It was in an area where a mixed crowd could view it. I had 3 affluent people who approached me looking for the 90% discount. (they know my parents and thought this reasonable). I had someone else come to me with her first payment in hand. She told me she will pay monthly for the next 2 years to pay off the portrait because "Owning a painting of your quality is worth every penny" (she said). This woman is a waitress at the restaurant next door.

I gave her a discount.

One more thing, I too, was turned down for work because I was not expensive enough...my prices go up in January.

[Michele Rushworth]

Stanka, when you offer a client the opportunity to pay off a portrait over time, at what point do they take posession of the painting?

[Stanka Kordic]

Hi, Michele. They get the painting when it's paid off. That's usually at delivery. (We'll meet ahead of time to discuss the transfer after the final viewing.)

P.S. Congrats on your recent auction successes!