This article will address the most frequently asked question I receive from artists I work with. Namely, how do limited
editions work? And, how do I go about pricing, sizing, and numbering them without devaluing my artwork?
Let’s start with the basics, and then I’ll get into details.
What is a Limited Edition?
A limited edition is created when an artist or publisher decides to make a pre-determined number of printed
reproductions of an original painting. Lithography, serigraphy, digital printing, and various other methods can be
used to reproduce the work. The premise behind making only a limited number of prints of a given original painting
or artwork is that it creates value by making the copies of a work scarce.
Therefore (and this is the most important point in the article), once you decide that any given print will be a limited
edition, it is imperative that you do not create more prints once it is sold out. This has become more of an issue in
the past two decades because of the ease of creating an unlimited number of prints without any decrease in quality
due to the birth and advancement of giclee printing technology. More on that in another article.
The take home here is to make sure you maintain your integrity as an artist by sticking with the number of prints you
decided an edition should have. Which brings us to the next question:
Can I create more than one print edition of an artwork?
The short answer is yes. The longer answer is that you should not create identical editions. You must clearly
distinguish the editions from each other in some physical manner, and you must decide that you are going to do this
from the outset of making prints of that image, and you must state these facts up front. If not, you run the risk of
confusing people, making collectors upset, and looking very unprofessional.
An example will demonstrate this point more clearly. You create a beautiful painting that you think has appeal to
more people than simply your collectors who will pay premium prices for your work. You can create a limited edition
of 80 full size giclees on canvas for premium collectors, plus a second edition on watercolor paper for folks who just
want to own your art. The watercolor edition should contain a higher number of prints (195 perhaps), and have
smaller dimensions than the canvas edition. This will ensure that it has a lower value than the canvas edition,
warranting your premium price for the canvases.
The key is to tell people up front when you release the print that it will be available in two limited editions, and explain
the difference. All edition information should be easily available on your website.
Will creating prints of my artwork devalue my art?
Absolutely not. In fact, when executed correctly, a limited edition program will increase the value of your originals and
bolster your standing as a professional artist. There are two reasons for this. Firstly, when you have prints available
you no longer have to sell your originals at discount prices (or sell them at all) just because you have to make rent
next month. This allows you to maintain premium and stable market prices for your original work.
Secondly, every print you sell is a little piece of marketing for your art hanging on somebody’s wall. And once you sell
out of an edition the only place collectors can buy them is in the secondary market from other owners of your prints.
You really want this to happen. It will create true scarcity for your most popular pieces and drive up prices. It also
means you’re becoming more well known and sought after, and your originals will start to increase in value. And that’
s awesome.
So what edition size is right for me?
There is no black and white answer to this one, but there are definitely some guidelines you should follow. First of
all, any edition larger than 200 prints essentially loses any value associated with limiting the edition. It then really
becomes more of a marketing gimmick.
As stated above, selling out of an edition is definitely something you want to do because it creates value for your art.
You do this by starting with small editions at reasonable prices. You may want to try an edition of 10-25 giclee prints
on canvas to begin with, and a paper edition of no more than 80. Remember you can always create more original
paintings, so don’t worry that you won’t become a millionaire from one edition. Focus on the long term goal of
gradually building value for your art and prints.
On the other hand, don’t sell your limited editions cheap. If you want low price prints to sell, create a couple of open
(unlimited) editions of a small number of your paintings.
Can I vary the size of prints within an edition?
This is another decision you need to make at the outset. Instead of creating multiple editions of a given painting, you
can create a single edition that is limited only in the number of reproductions, but not in the size of each print. In
other words, you can create an edition of 195 giclees on canvas, and leave it up to your collectors to choose what
size suits their needs and budget. Obviously you need to be prepared with a price list of all the size options, and you
will also want to limit the minimum and maximum size you offer.
So, as you can see, creating a limited edition is an excellent way to increase the value of your work while giving
many potential collectors an affordable alternative to owning your original work. If you have given it thought then you
will also realize that it creates a stream of passive income rather than the earned income you generate from selling
originals. This is a key factor in becoming a successful independent artist in the long term by building stable cash
flow to see you through the slower times.
If you are interested in creating a limited edition of one or more of your originals then give me a call at 954-353-1095
or send an email to chris@PrintThatImage.com and I’ll guide you through the process and help you make an
organized strategy that will suit your art career goals.
Thanks for reading!
Chris Kennedy is the owner of PrintThatImage.com, a specialty fine art printing company located in Fort Lauderdale,
FL. Chris works with fine artists, galleries, and art publishers to develop custom archival print editions that perfectly
match their business needs. He can be reached at 954-353-1095 or by email at chris@PrintThatImage.com.
This Article Copyright © 2011 Chris Kennedy, All Rights Reserved.
editions work? And, how do I go about pricing, sizing, and numbering them without devaluing my artwork?
Let’s start with the basics, and then I’ll get into details.
What is a Limited Edition?
A limited edition is created when an artist or publisher decides to make a pre-determined number of printed
reproductions of an original painting. Lithography, serigraphy, digital printing, and various other methods can be
used to reproduce the work. The premise behind making only a limited number of prints of a given original painting
or artwork is that it creates value by making the copies of a work scarce.
Therefore (and this is the most important point in the article), once you decide that any given print will be a limited
edition, it is imperative that you do not create more prints once it is sold out. This has become more of an issue in
the past two decades because of the ease of creating an unlimited number of prints without any decrease in quality
due to the birth and advancement of giclee printing technology. More on that in another article.
The take home here is to make sure you maintain your integrity as an artist by sticking with the number of prints you
decided an edition should have. Which brings us to the next question:
Can I create more than one print edition of an artwork?
The short answer is yes. The longer answer is that you should not create identical editions. You must clearly
distinguish the editions from each other in some physical manner, and you must decide that you are going to do this
from the outset of making prints of that image, and you must state these facts up front. If not, you run the risk of
confusing people, making collectors upset, and looking very unprofessional.
An example will demonstrate this point more clearly. You create a beautiful painting that you think has appeal to
more people than simply your collectors who will pay premium prices for your work. You can create a limited edition
of 80 full size giclees on canvas for premium collectors, plus a second edition on watercolor paper for folks who just
want to own your art. The watercolor edition should contain a higher number of prints (195 perhaps), and have
smaller dimensions than the canvas edition. This will ensure that it has a lower value than the canvas edition,
warranting your premium price for the canvases.
The key is to tell people up front when you release the print that it will be available in two limited editions, and explain
the difference. All edition information should be easily available on your website.
Will creating prints of my artwork devalue my art?
Absolutely not. In fact, when executed correctly, a limited edition program will increase the value of your originals and
bolster your standing as a professional artist. There are two reasons for this. Firstly, when you have prints available
you no longer have to sell your originals at discount prices (or sell them at all) just because you have to make rent
next month. This allows you to maintain premium and stable market prices for your original work.
Secondly, every print you sell is a little piece of marketing for your art hanging on somebody’s wall. And once you sell
out of an edition the only place collectors can buy them is in the secondary market from other owners of your prints.
You really want this to happen. It will create true scarcity for your most popular pieces and drive up prices. It also
means you’re becoming more well known and sought after, and your originals will start to increase in value. And that’
s awesome.
So what edition size is right for me?
There is no black and white answer to this one, but there are definitely some guidelines you should follow. First of
all, any edition larger than 200 prints essentially loses any value associated with limiting the edition. It then really
becomes more of a marketing gimmick.
As stated above, selling out of an edition is definitely something you want to do because it creates value for your art.
You do this by starting with small editions at reasonable prices. You may want to try an edition of 10-25 giclee prints
on canvas to begin with, and a paper edition of no more than 80. Remember you can always create more original
paintings, so don’t worry that you won’t become a millionaire from one edition. Focus on the long term goal of
gradually building value for your art and prints.
On the other hand, don’t sell your limited editions cheap. If you want low price prints to sell, create a couple of open
(unlimited) editions of a small number of your paintings.
Can I vary the size of prints within an edition?
This is another decision you need to make at the outset. Instead of creating multiple editions of a given painting, you
can create a single edition that is limited only in the number of reproductions, but not in the size of each print. In
other words, you can create an edition of 195 giclees on canvas, and leave it up to your collectors to choose what
size suits their needs and budget. Obviously you need to be prepared with a price list of all the size options, and you
will also want to limit the minimum and maximum size you offer.
So, as you can see, creating a limited edition is an excellent way to increase the value of your work while giving
many potential collectors an affordable alternative to owning your original work. If you have given it thought then you
will also realize that it creates a stream of passive income rather than the earned income you generate from selling
originals. This is a key factor in becoming a successful independent artist in the long term by building stable cash
flow to see you through the slower times.
If you are interested in creating a limited edition of one or more of your originals then give me a call at 954-353-1095
or send an email to chris@PrintThatImage.com and I’ll guide you through the process and help you make an
organized strategy that will suit your art career goals.
Thanks for reading!
Chris Kennedy is the owner of PrintThatImage.com, a specialty fine art printing company located in Fort Lauderdale,
FL. Chris works with fine artists, galleries, and art publishers to develop custom archival print editions that perfectly
match their business needs. He can be reached at 954-353-1095 or by email at chris@PrintThatImage.com.
This Article Copyright © 2011 Chris Kennedy, All Rights Reserved.
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The Artist's Guide to Limited Edition Prints
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