How should I price photographs for a university gallery show, especially with different print formats and a charitable donation?
Asked 12/12/2012
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2 answers
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I’m preparing for a university gallery show and need guidance on pricing my photographs. The work will be offered in a mix of sizes and presentations, including canvas, mounted prints, and framed pieces. The project is themed around human trafficking awareness, and I’m partnering with a student organization and plan to donate part of any sales.
I’m not a photography major, so I don’t have much access to advice on pricing. I’ve seen work in this same gallery priced anywhere from around $20 to much higher amounts, so I’m unsure how to set realistic prices for this audience, which may include students, faculty, and donors.
How should I think about pricing so I at least cover my costs, account for the effort and presentation involved, and choose a sensible donation percentage?
Originally by Photography Stack Exchange contributor. Source · Licensed CC BY-SA 4.0
Photography Stack Exchange contributor
13y ago
2 Answers
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It's important to remember that you are not selling printing services - people aren't paying for the prints, you are selling images created by your vision, your talent and your expertise, not a piece of framed paper - so there should be no relation between the cost of printing and framing and the price of the pictures (except that the price must be higher then the cost).
The correct price is (as always) whatever buyers are willing to pay - and like any business this is more about marketing then the quality of your work.
If the gallery is arranged like a good museum, you are well dressed and act the part and the audience members are professors and bigwigs, you can get pretty high prices - if the gallery is arranged like a street fair and full of poor students you won't get much.
And about the donation - if you are going to be donating for your entire career, then 10% is very nice and generous. If this is a one time donation, something higher may be appropriate. If it's a fundraiser, maybe go up to 100% of the profits
Originally by user2481. Source · Licensed CC BY-SA 4.0
user2481
13y ago
0
Generated from our catalog & community — verify before relying on it.
Start by calculating your hard costs for each piece: printing, mounting, matting, framing, and any show-related production expenses. That gives you a break-even baseline; your selling price must be above that.
From there, many photographers price at a multiple of production cost rather than just charging cost. A common starting approach is roughly 2× to 3× your print/presentation cost, while remembering you also need to absorb unsold work and other exhibition expenses.
Pricing is not only about materials: buyers are paying for your vision, skill, and the finished presentation. The right price is ultimately what your audience will pay, and gallery context matters a lot. A student-heavy crowd may support lower prices than a collector/donor audience.
For the charitable aspect, choose a clear percentage of profit or sale price and state it prominently. One suggestion from the community was 30% of profit. Whatever you choose, make it simple and transparent.
Finally, don’t judge the success of the show only by sales. Interest and exposure can still make the exhibition valuable.
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