The key to getting good reproductions is the image scan & prep. You need to start with a top quality high-res image scan. This scan then needs to be edited for reproduction use via a program like Photoshop.  Once that is done, the rest is easy – you can have the end result file printed through a variety of outlets – a local printer, a print-on-demand website, etc. (My current favorite source for POD (print on demand) fine art prints is Fine Art America. I have a number of my open edition Horse, Dog and Cat prints available there now.)

Preparing images for reproduction is a specialized area, and what needs to be learned & understood could not be covered in a single blog post.  So, if you can find a local graphic designer that has a good scanner and specializes in pre-press work, that would help a lot. If not, you might try Fine Print Imaging.  They are based out of Colorado and can do just the scan, or the editing work and even the reproductions.  I used them once when I had a drawing too large for my scanner and their service was great.

Slide show courtesy of Fine Art America:

Offset Lithography
This is a traditional printing process involving the use of plates and ink with printing presses. Lithography is a great option for quantity if you plan to print at least several hundred copies of a print and have the funds to cover up front printing costs. Your cost-per-piece will likely be the lowest with offset lithography. To find a quality commercial printer, you may want to contact your local chamber of commerce and ask about printers who specialize in artist prints. Investigate mid-size print shops, as high end shops focus on much larger jobs than artist prints, and small shops may be more geared to lower-end production printing like advertisements, flyers, newsletters and the like. You want the best quality/price ratio you can get. My printer of choice for my pencil drawing reproductions is North Coast Litho.

Sometimes artists are intimidated by the higher initial cost of offset printing. Keep in mind that a commercial (offset) printer often utilizes giant sheets of paper. He may be able to run multiple prints on that same sheet (2-up, 4-up, etc.) This brings the cost per print down even further, something to be considered if you want numerous prints reproduced.

You can save some money by doing the pre-press file preparation yourself. If you do not possess the knowledge and skills to prepare work for reproduction, try finding a local graphic designer to assist you.

Digital Printing
This term covers ink jet, giclee, and other direct printing methods available today. The big plus with digital printing is the ability to print low quantities – even one print at a time. At the lower end of digital printing, you can purchase an ink jet printer (hopefully with archival inks and paper) and print your own reproductions. This assumes that you or someone you know has the ability to prepare the electronic files for optimal output.

At the higher end of the digital printing scale is the giclee print. While still a form of ink jet technology, the equipment used is geared for high-end output such as art prints. Giclee prints can even printed on canvas. Many professional color labs and some commercial printers offer giclee prints. Your cost/print will be higher than with offset lithography, but you can purchase only the number of prints you need. This can be an ideal way for an artist to get started selling reproductions. The same “pre-press” consideration applies here. If you can supply quality hi-res files, you will save money.

A note about archival inks and paper: I have seen artists selling reproductions printed by low-end ink jet printers with regular paper. Look at those prints 6 months to a year later and you will often see a faded image on yellowed paper. It is similar to the effect you see on aged newsprint, and has the same cause – acidic ph of the paper. This highlights the importance of using archival paper and inks for your reproductions. The last thing you want is a happy customer today, who morphs into an unhappy customer next year, because his purchase from you had literally faded away.

FYI – Two-dimensional reproductions are often referred to as prints, and I will use the terms here interchangeably. The term “print” is not to be confused with the original print-making process where an artist actually hand-creates each print. For this posting, a print will be known as a reproduction of an original painting, drawing or other two-dimensional piece of artwork.

An open edition print is a reproduction of unlimited quantity. You can print as many of them as you like. A limited edition print refers to a set number of copies of the work of art. Each reproduction is then signed and numbered by the artist for authenticity. As the total quantity available for sale is limited, the sale price for limited edition prints tends to be higher than that of open edition prints. This price ratio increases as the artist gains recognition.

The practice of limiting editions and numbering of reproductions dates back to early printing methods – when the quality of the images declined as the printing plates began to show evidence of wear. By limiting an edition to the best examples of an artist’s work, the artist protected both his or her artistic integrity and the value of the work to the collector. Printing methods have since advanced considerably and editions are now often limited for financial reasons. By ensuring the relative rarity of the work, an artist increases its value.

In addition to a fixed number of edition prints, there may also exist AP prints and HC prints. AP prints refer to Artist Proofs. Artist proofs also date back to early printing methods. These were the first sheets off the printing press which were used to determine ink coverage and general quality. As they were the first pieces to be printed, they were considered to be more valuable. AP prints are signed and numbered separately from the main edition. HC prints, or Hors De Commerce (not for trade) prints, are marked by the artist as prints to be used for business practice: such as samples, display only, etc. Occasionally there are also PP or Printers Proofs. These refer to the prints gifted to the printer responsible for printing the artwork.

A hand-tinted print is a custom variation on reproductions. Hand-tinting refers to the process of manually adding color highlights to black & white photographs or black & white reproductions. The process usually involves the application of watercolors or dies applied with a brush. Note that in the case of limited editions, any tinted prints are part of the same edition and not a separate edition. In other words, if print #43 is sold as a hand-tinted print, no other print #43 of the same image and size exists.

You can print open editions and limited editions of the same image, by the way. Try different sizes – perhaps an open edition with a small image that can be matted to fit an 8″x10″ frame. Then run a larger print size in a smaller quantity and sign/number those prints as limited editions.

A limited edition print should include a “Statement of Reproduction.” This can be a label or certificate that contains at minimum the following information: title of artwork, reproduction method, artist name, publisher name, image size, copyright declaration, edition size and the number of the print. Also include your contact information. If your prints are matted or framed for sale, this statement should be affixed to the backing board behind the print.

Marketing materials are very important in starting and building an art or craft business. Some of the most important pieces include: business cards, flyers, an artist statement, and a bio/resume. I am surprised at the number of emerging artists I meet who have work ready to sell and not so much as a business card on hand!

Create a business card, and keep plenty of them on hand. With the availability of online discount printing sources, business cards are downright cheap these days. Carry the cards with you, attach one to every original, print, necklace or anything else you sell. Hand them out at networking events. Post them on bulletin boards. The card should reflect your name and contact information. A nice slogan or tag line to help people remember you is also a great idea. Try to pick a form of contact that won’t change frequently. That might be a formal address, cel phone number, email address, website address or blog url.

A nicely designed flyer is also quite valuable. The flyer should contain information about you and your work. People want to know about you – the artist or crafter! A great flyer would consist of your artist bio, your artist statement, a picture of you and 1-3 pictures of your work. An artist bio (short for biography) is written to tell people more about the artist. The bio can be written in 1st or 3rd person, though it is often found expressed as a third person view (appearing like a publication review of the artist.) The artist statement can be anything you choose, though most artist statements reflect an artist’s philosophy and vision for his or her work. The flyer does not have to be large or printed in full color. A 1/2 letter size sheet works well, and can be reproduced on home printers. On the back you might list your Awards and Accomplishments. (You can see a sample Artist Bio and Awards/Accomplishments List for my Pencil Drawings at pencilplace.com.) You will want to include contact information on this sheet as well. As with the business card, include one with everything you sell.

If you have enough written copy and images, consider a brochure. A 3-panel brochure, even a 1-color version, makes a nice addition to your marketing materials. They are also easy to drop in the mail as they fit in a #10 envelope. Add a greeting letter and a business card and you have a complete marketing package!

A Brief Primer on Copyrights

Several emerging artists have recently asked me about copyrights – what they are and how they work. Copyrights become important when artists begin to discuss reproducing artwork and protecting their images from unauthorized reproduction.

So what is a copyright? A copyright is a form of intellectual property. In the case of visual arts, it pertains to the artwork created by an artist.

A copyright is separate and distinct from the artwork itself. In other words, purchase of any artwork, including original work, does not include the transfer of copyright, unless specifically stated in writing. In most cases, the artist retains the right to reproduce the image(s) in other mediums.

Ownership of copyright is established upon the artist’s completion of the work. Registration of the copyright with the US Copyright Office is not required for ownership, but is required to pursue any legal action(s).  In other words, if XYZ Company steals your artwork and prints it on greeting cards, you cannot followup with legal action(s) until you register your ownership of copyright. And in most cases, any damages you may win will be limited by registering the copyright after the infringement took place.

Bottom line? If you create a piece of artwork which you feel will be a real winner, it might be in your best interest to register the copyright in advance of any reproduction. You can visit the US Copyright site for a list of FAQs on Registering a Copyright.

Also, if you commission an artist for artwork, and intend to reproduce that artwork, make sure this is understood up front. You will need a written release of copyrights in order to legally reproduce the image.

Sell Your Pencil Drawings on something besides Paper!

Have you ever wanted to have t-shirts printed with some of your artwork? Or perhaps coffee mugs or some other promotional type products?

While the mainstay of my business is my two dimensional art such as original pencil drawings, prints and note cards, I have found that putting my images on products is a great way to broaden the audience for my work.

Several years ago I set up a CafePress Store for my animal lover art so that I could sell my horse and dog drawings on shirts, mugs, totes and other items. While the store was somewhat time-consuming to set up, I have been quite happy with the results. And in the past couple of years CafePress has made tremendous improvements to their site, making it much easier to navigate and use.

More recently I set up a Zazzle Store with more of my horse and dog art. Much like CafePress, Zazzle allows you to add your artwork or photographs to a variety of product items. With Zazzle however, you can give the customer more options for individual customization of the product. Let’s say you have a drawing of a Doberman Pinscher that you want to sell on products. Joe Smith Customer could purchase a mug with that drawing, and then add his own dog’s name to the mug to personalize it! Customization can broaden the appeal of your work considerably.

Setting up an account with Cafepress or Zazzle is easy … and free. Once you have an account, you can proceed to upload images and begin selling t-shirt, mugs and other items that you like.

It is important to know something about electronic image preparation before uploading artwork files to one of these sites. Most importantly, the file needs to be high resolution, which means at least 300dpi when printed at the largest reproduction size you plan to use. Effective resolution will be less if you start with a small file (say 2″ wide) later try to reproduce the image at a larger size (say 6″ wide).

I scan all of my artwork images as native Photoshop files. I then do any clean-up and/or image editing required. Once I am done, I re-save the file in jpg format, using the lowest compression (highest quality) option available. (As jpg is a “compression” format, higher compression makes for a smaller files size, but more lost image data.)

When I design graphics that utilize vector art and lots of white background area, I generally save the file in the png format. This format has slightly smoother gradients and leaves a nice, clean, white edge around the graphic.

Also, if you are using the products to help market your work, consider adding the name of your website in small letters to the bottom of every image that you upload. This way, when a t-shirt with your artwork becomes a gift to Jane Doe, she will be able to find the artist behind the creation.

Both CafePress and Zazzle have extensive help sections for beginners. For more on preparing your images for reproduction on products, visit the Cafepress FAQ section or the Zazzle Getting Started page.

If you have a Google account you have probably used some of the associated perks – like gmail, blogger, analytics, alerts, etc. Many of us use one or more of these nifty features. And it is easy to forget “what is linked to what.”

So, I’m going to give you an easy piece of advice: never, never delete your Google account! The reason? Once you delete a Google account, it is gone, gone, GONE as soon as you hit the button!

Earlier this year a friend contacted me for assistance in finding out why her blog had disappeared from cyberspace. It turned out that, in an effort to streamline email addresses, she had deleted her Google account. Of course she completely forgot that years ago we had set up the google account so that she could start a blog! Once she deleted the account, the blog became history as they say, along with everything else linked to that account (including all those inbound links to her website and other resources.)

While many services offer some sort of grace period with deleting an account, Google does not. Delete in the Goog-World means D-E-L-E-T-E! There is no Un-Do, no reset, get out of jail free card.

So be careful with those Google accounts. You might want to keep your ID and password somewhere safe, even if you think you don’t want the account anymore.

Finding the Shows
Many states and localities have Art Leagues and Associations which list local Art Shows. Make sure to start with these organizations. For nationwide listings, there are several great websites with show listings. A few to try are: Sunshine Artist, artfairsource.com or festivalnet.com. Once you identify the shows that interest you, you can write or email the contact person of each show for an application. In most cases you will be looking for shows that take place 6-12 months out, as the deadline for entries is often quite early.

Filling out Applications
The first thing to note on an application is the deadline. Many shows will not accept entries received after that date. The application will outline the show regulations and fees required. Art Shows vary extensively in rules and regs. Most of the better (i.e. potential for sales) shows limit artwork exhibited to that which is hand-made. Any reproductions, even 2-dimension prints, may be limited or not permitted at all. Make sure to read the application completely before applying to the show!

A Note about Fees
In most cases you will need to send two separate fees with the Art Show application. The first is known as a “Jury Fee” or “Screening Fee.” This fee is non-refundable, and must accompany the application. Jury Fees generally range from $5 to $30.

The second fee is the “Booth Fee.” This is the fee you pay for space at the show. A standard booth space is 10 foot by 10 foot. Depending upon the size and quality of the event, the Booth Fee may range from $25 to $400 or more. Some shows require this check upfront with the application. Other shows request the Booth Fee upon your acceptance into the show.

After the jury has reviewed your application, you will receive one of three replies: A Letter of Acceptance, A Letter of Rejection, or a Stand-by (Wait List) Notice. The first two replies are self-explanatory. The “Wait List” letter simply means that your work did not quite make the first cut, however you stand a chance of being called in to do the show should someone else cancel. It is your choice to remain on the Wait List or to withdraw from the show altogether.

Samples of your work
In most cases, some form of samples of your work will be required with the application. At one time 35mm slides were the sample for most shows requested. More and more shows are now starting to request electronic scans. Either way, quality is requirement number one. Whenever possible, you should spend the money to have your art professionally photographed. Remember that this is the only view the art show jury will see of your work. Two dimensional artwork should fill the slide area — no matting or framing should be visible. Three dimensional artwork should have a very simple background which compliments the art.

Many shows, particularly outdoor shows, will require a “Booth Slide” or photo as well. In this case the art show is looking for a picture of your entire display. It goes without saying that this picture should look as professional as possible. To get a good shot of an outdoor display with canopy, try taking the photo on a slightly overcast day (to eliminate hard shadows) and leave the top of the canopy for nice lighting. Your display should be clean, simple and free of clutter.

Booth/Display
Canopy – If you are planning to do outdoor shows, you will need a canopy to protect you and your work from the elements. This is not the place to save money. Buy the best canopy you can afford. Talk to any artist who has ever lost $1,000′s of dollars of work to wind, rain, etc. and he/she will confirm this. Two of the better canopies are the TrimLine Canopy by the Flourish Company and the Light Dome Canopy. Canopies are offered with many options, including see-through material for skylights and doors, awnings, carrying cases, and more.

Display Panels – For two dimensional art, you will want standing panels so that you can hang your framed pieces. You may also want a “flip bin” or two for matted, unframed prints. The panels should be fabric-covered, as plain grids tend to have an unprofessional look. Some of the best panels come from ProPanels.com. This company also makes pedestals for displaying three dimensional work. The Flourish Company makes panels which attach to their canopy.

Weights – Weights are a necessity for canopies. You never know when the wind will kick up, and canopies can turn into flying parachutes. All four legs of the canopy should be weighted. Sand bags and cement blocks work, but a nicer look can be achieved using 3″-4″ pvc pipe. Just cut 2-3′ sections of pipe. Cap one end and fill with either cement or sand. Then cap the other end with a screw eye hook in the cap. This way you can secure the weight to both the top of the canopy rails (using a rope) and the bottom of the canopy legs (using utility ties.)

Weather – Make sure to plan for the elements! This may mean rain gear, sunscreen, extra clothes and the like. Also, your art work should be transported/stored plastic bins as opposed to cardboard. Consider purchasing a heavy duty dolly. Not only will this make getting your display from the vehicle to the display area easier, the dolly can also serve as an above ground table for storing artwork behind your booth.

Hotel arrangements
If you are planning to exhibit out of town, make those hotel arrangements as soon as you are accepted into the show. While an art show alone usually does not fill all the local inns, you may find that other events are in town for the weekend to coincide with the art show. This may make finding last minute lodging difficult.

Payments
Consider in advance what forms of payment you will accept. While “cash only” is a nice arrangement for the artist, it generally results in lost sales. If you plan to accept checks, make sure to check identification when accepting the check. If possible, try to get a merchant account before the show so that you can accept major credit cards. This will definitely improve your chances of sales. Most banks offer merchant accounts, though these days you will probably find better terms and pricing online.

Marketing Materials
Even if people are interested in purchasing your work not all customers will make purchases at the show itself. It is important to let them know how to reach you later. At very least, have professional business cards ready. (Try vistaprint.com, overnightprints.com or gotprint.net.) If possible, also take flyers, brochures, price lists and other materials which you can hand out. And don’t forget sales slips/receipts.

An “Artist Statement“ (telling about you and your work) should be posted in your booth. People want to learn about you!

Attitude and Presentation
One the day of the show, make sure to SMILE! Purchasing artwork is a joyful occasion for most people. Few will transact with a grouch! It is also important to make a good impression on the show committee. One sure way to *not* get into future shows is to growl at a committee member. One last note, dress comfortably, but neatly. The paint-stained clothes should be left at home. You are in “selling” mode now and should dress accordingly.