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Files rejected for low resolution, colors look wrong when printed, wrong formats and color spaces.
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Artist Success Guide
Everything you need to know about selling art prints online: file preparation, paper selection, pricing strategy, and marketing tactics that work.
Section 1
Introduction: Why This Guide Exists
Why Most Artists Struggle with Print Sales
You've spent hours—maybe years—perfecting your craft. You've built a portfolio you're proud of. You have followers who genuinely love your work. But when it comes to actually selling prints, something breaks down.
You're not alone.
The problem isn't your art. The problem is that selling prints successfully requires mastering an entirely different skill set: color management, material selection, pricing psychology, digital marketing, fulfillment logistics, and customer service.
Most artists hit one or more of these roadblocks:
Material Paralysis
Matte, glossy, baryta, canvas, metallic—too many options with no clear guidance on what works.
Pricing Uncertainty
Should you charge $50 or $250? What markup is normal? Underpricing from insecurity.
Marketing Overwhelm
Instagram, Pinterest, TikTok, email lists—too many channels, inconsistent results.
Operational Chaos
Fulfillment takes hours, amateur packaging, endless customer questions about sizes and shipping.
The result? You either:
- Give up on print sales entirely
- Limp along with 2-5 sales per month that barely cover costs
- Underprice your work to move volume (and burn out)
- Hand everything to a gallery or marketplace that takes 30-50% commission
There's a better way.
What This Guide Covers (And What Makes It Different)
This isn't a generic "10 tips for selling art online" listicle. It's a comprehensive, research-backed playbook for building a sustainable print business—whether you're selling your first print or scaling to 100+ orders per month.
We cover six critical areas:
File Preparation
Resolution, color management, file formats, output sharpening, and upscaling techniques.
Paper Selection
Paper types, archival quality, GSM weights, and how to match paper to your artistic style.
Pricing Strategy
Cost-based, market-based, and value-based pricing. Edition structuring and platform comparisons.
Marketing Channels
Social media strategy, email marketing, website optimization, and paid advertising tactics.
Print Fulfillment
Choosing print partners, packaging, shipping, and managing customer expectations.
Platform Strategy
Mass-market vs curated marketplaces, gallery representation, and direct sales approach.
What Success Looks Like (Realistic Expectations)
| Stage | Sales/Month | Email List | Revenue | Profit | Focus |
|---|---|---|---|---|---|
| Month 1-3 | 5-10 prints | 50-100 subscribers | $500-1,000 | $250-500 | Learning: file prep, proofing, packaging |
| Month 4-6 | 15-30 prints | 200-400 subscribers | $1,500-3,000 | $750-1,500 | Optimizing: pricing, marketing, repeat buyers |
| Month 7-12 | 40-80 prints | 500-1,000 subscribers | $4,000-8,000 | $2,000-4,000 | Scaling: consistent sales, automation |
| Year 2+ | 80-150+ prints | 1,500-3,000 subscribers | $8,000-15,000 | $4,000-9,000 | Maturity: systems, predictable revenue |
StageMonth 1-3
Sales/Month5-10 prints
Email List50-100 subscribers
Revenue$500-1,000
Profit$250-500
FocusLearning: file prep, proofing, packaging
StageMonth 4-6
Sales/Month15-30 prints
Email List200-400 subscribers
Revenue$1,500-3,000
Profit$750-1,500
FocusOptimizing: pricing, marketing, repeat buyers
StageMonth 7-12
Sales/Month40-80 prints
Email List500-1,000 subscribers
Revenue$4,000-8,000
Profit$2,000-4,000
FocusScaling: consistent sales, automation
StageYear 2+
Sales/Month80-150+ prints
Email List1,500-3,000 subscribers
Revenue$8,000-15,000
Profit$4,000-9,000
FocusMaturity: systems, predictable revenue
Not everyone hits these numbers. But artists who:
- Follow the frameworks in this guide
- Create quality work consistently
- Build their email list aggressively
- Provide excellent customer experience
- Stay patient through the first 6 months
...have a strong track record of reaching 50-100+ sales/month within 12-18 months.
Let's Get Started
The difference between artists who sell 5 prints and artists who sell 500 prints isn't talent. It's systems, knowledge, and execution.
This guide gives you the systems and knowledge. The execution is up to you.
Your Work, Protected from Day One
Before we dive into selling, a note on protection: every image you upload to Nelori is automatically timestamped, fingerprinted with a cryptographic hash, and embedded with C2PA content credentials — the same industry standard used by Adobe, Microsoft, and Google. This creates verifiable proof of ownership from the moment you upload. Combined with our verified creator system, collectors know they're buying from real artists. Every print includes a Certificate of Authenticity linking it to your verified profile.
Note:This is an excerpt from our comprehensive Artist Success Guide. The full guide includes detailed sections on file preparation, color management, paper selection, pricing strategies, marketing tactics, and operational best practices. Join our waitlist to get early access to the complete guide when we launch.
Section 2
File Preparation & Print Readiness
Print quality starts with your source file. Here's what you need to know about resolution, color spaces, file formats, and output sharpening—backed by professional standards and real-world testing.
Resolution: The 300 DPI Rule (And When to Break It)
For photo-quality prints, the industry standard is 300 pixels per inch (PPI) at your target print size. This resolution ensures that individual pixels are invisible to the human eye at normal viewing distances, creating smooth tones and sharp detail.
Quick calculation for common sizes:
- 8×10 print at 300 DPI = 2,400 × 3,000 pixels minimum
- 16×20 print at 300 DPI = 4,800 × 6,000 pixels minimum
- 24×36 print at 300 DPI = 7,200 × 10,800 pixels minimum
- 40×60 print at 300 DPI = 12,000 × 18,000 pixels minimum
But here's the nuance: 300 DPI isn't a hard rule for all prints.
Viewing Distance Matters
Large prints are typically viewed from farther away. A 40×60 print hanging in a gallery is rarely examined from 12 inches like an 8×10 would be. This means you can use lower PPI for large formats without sacrificing perceived sharpness:
- Small prints (8×12): 300 PPI for close viewing
- Medium prints (16×24): 240-300 PPI is ideal
- Large prints (30×40+): 180-240 PPI is acceptable
- Poster-scale (40×60+): 150-180 PPI works well
A 40×60 print at 150 PPI requires only 6,000 × 9,000 pixels—half the resolution of the strict 300 DPI rule, but indistinguishable when viewed from 5+ feet away.
The Upscaling Question
What if your source file is too small for your desired print size?
Modern AI upscaling tools (Topaz Gigapixel AI, Adobe Super Resolution, ON1 Resize) can genuinely expand images 2-4x with excellent results for most content. But they work best with:
- Clean, well-exposed source images
- Simple subjects (landscapes, portraits)
- Moderate enlargements (2-3x, not 10x)
They struggle with:
- Already-noisy or heavily compressed files
- Fine textures (fabric, hair, foliage)
- Extreme enlargements beyond 4x
Practical recommendation: If you need to upscale, test a small print first. Order an 8×10 or 11×14 before committing to a $200+ large print.
Nelori Advantage: Our Printability Score automatically calculates resolution at each size and tells you which dimensions will look great, acceptable, or risky. No manual math required. Upload once, get instant feedback on every available print size.
Color Management: RGB vs CMYK (And Why You Should Stay in RGB)
Save your files in RGB color space—specifically sRGB or Adobe RGB. Professional printers will convert to CMYK or extended gamut color spaces during output using calibrated ICC profiles matched to their specific printer and paper combination.
Why not convert to CMYK yourself?
CMYK conversion requires precise knowledge of:
- Ink formulation (standard CMYK, extended gamut, or proprietary)
- Paper characteristics (how much ink it can hold before pooling)
- Printer calibration (varies by model, age, and maintenance)
Without access to custom ICC profiles for the exact printer and paper stock, self-converting to CMYK will likely:
- Shift colors unpredictably
- Clip vibrant tones (especially blues and greens)
- Introduce banding in gradients
Professional print shops calibrate their workflows daily and maintain printer-specific profiles. Let them handle the conversion.
Which RGB color space should you use?
| Color Space | Gamut Size | Best For | Notes |
|---|---|---|---|
| sRGB | Small | Web-sourced images, JPEGs from phone/camera | Matches most monitors, safe default |
| Adobe RGB | Medium | RAW workflow, wider color gamut for print | 35% more colors than sRGB, especially saturated greens and cyans |
| ProPhoto RGB | Very large | RAW editing only | Too wide for most printers—convert to Adobe RGB before export |
Color SpacesRGB
Gamut SizeSmall
Best ForWeb-sourced images, JPEGs from phone/camera
NotesMatches most monitors, safe default
Color SpaceAdobe RGB
Gamut SizeMedium
Best ForRAW workflow, wider color gamut for print
Notes35% more colors than sRGB, especially saturated greens and cyans
Color SpaceProPhoto RGB
Gamut SizeVery large
Best ForRAW editing only
NotesToo wide for most printers—convert to Adobe RGB before export
Best practices
- Use sRGB if you shoot JPEG, source images from the web, or want guaranteed compatibility
- Use Adobe RGB if you shoot RAW and want maximum color fidelity for print
- Avoid ProPhoto RGB for final print files (use it for editing, then convert)
- Never save in CMYK unless you have printer-specific ICC profiles
- Always embed your ICC profile (sRGB IEC61966-2.1 or Adobe RGB 1998)
File Formats: What Works Best for Print
Different formats suit different workflows. Here's when to use each:
| Format | Best For | Pros | Cons |
|---|---|---|---|
| TIFF | High-end prints, archival work | Lossless compression, supports layers | Very large files (50-300 MB) |
| JPEG | Most prints, web catalogs | Small file size, universal compatibility | Lossy compression (degrades with each save) |
| PNG | Graphics with transparency | Lossless, supports transparency | Larger than JPEG for photos |
| RAW | Editing workflow, not final output | Maximum editing latitude, lossless | Not printable—must export to TIFF or JPEG first |
| PSD | Working files with layers | Retains all editing data | Large files, not universally compatible |
FormatTIFF
Best ForHigh-end prints, archival work
ProsLossless compression, supports layers
ConsVery large files (50-300 MB)
FormatJPEG
Best ForMost prints, web catalogs
ProsSmall file size, universal compatibility
ConsLossy compression (degrades with each save)
FormatPNG
Best ForGraphics with transparency
ProsLossless, supports transparency
ConsLarger than JPEG for photos
FormatRAW
Best ForEditing workflow, not final output
ProsMaximum editing latitude, lossless
ConsNot printable—must export to TIFF or JPEG first
FormatPSD
Best ForWorking files with layers
ProsRetains all editing data
ConsLarge files, not universally compatible
For print-on-demand services like Nelori, use:
- JPEG at maximum quality (10-12 in Photoshop, 95-100% in Lightroom) for most images
- TIFF (LZW compression) if you're concerned about quality and don't mind slower uploads
- PNG only if you need transparency (rare for fine art prints)
JPEG Quality Settings Explained
JPEG uses lossy compression, but not all JPEG files are created equal:
- Quality 12 (Photoshop) / 100% (Lightroom): Nearly lossless, excellent for print. File size: ~10-15 MB
- Quality 10-11 / 90-95%: Visually identical to max quality in prints. File size: ~5-8 MB
- Quality 8-9 / 80-85%: Web-optimized. Acceptable for small prints, risky for large prints
- Quality 6 or lower / <75%: Visible compression artifacts. Avoid for print
Rule of thumb: Save at Quality 11-12 for print. The file size difference between Quality 10 and 12 is marginal (~2-3 MB), but Quality 12 eliminates any risk of banding in smooth gradients.
Output Sharpening: The Final Critical Step
Prints need more sharpening than screen images because ink absorbs into paper fibers, softening fine detail. This phenomenon is called "dot gain" in the printing industry.
The 3-Step Sharpening Model
Professional retouchers use a three-stage sharpening workflow:
- Capture Sharpening: Corrects lens softness (apply during RAW conversion)
- Creative Sharpening: Localized sharpening for artistic effect
- Output Sharpening: Paper-specific sharpening before sending to print (this is the critical step!)
Most photographers do steps 1 and 2, but skip step 3—resulting in soft prints that don't match the screen preview.
Paper Type Affects Sharpening Amount
Different papers require different sharpening intensity based on how they handle ink:
| Paper Type | Ink Behavior | Sharpening Amount | Technical Reason |
|---|---|---|---|
| Matte Fine Art | Ink absorbs deeply into fibers | High (Radius 1.0-1.5px, Amount 120-150%) | Maximum dot gain, needs aggressive compensation |
| Baryta / Luster | Ink sits on coated surface | Moderate (Radius 0.8-1.2px, Amount 80-120%) | Minimal dot gain, retains detail well |
| Glossy Photo | Ink sits on hard coating | Moderate-Low (Radius 0.6-1.0px, Amount 60-100%) | Very low dot gain, surface is sharp |
| Canvas | Texture provides perceived detail | Low (Radius 0.5-0.8px, Amount 40-80%) | Physical texture adds sharpness |
How to Apply Output Sharpening
Method 1: Photoshop Smart Sharpen (Recommended)
- Resize image to final print dimensions at 300 PPI
- Go to
Filter > Sharpen > Smart Sharpen - Set Amount based on paper type (see table above)
- Set Radius to 1.0-1.5 pixels for matte, 0.8-1.2 for glossy
- Reduce Noise: 10-20% to avoid amplifying grain
- Apply and save
Method 2: Lightroom Export Sharpening
- In the Export dialog, scroll to Output Sharpening
- Select Sharpen For: Matte Paper or Glossy Paper
- Set Amount: High for matte, Standard for glossy
- Lightroom applies paper-specific sharpening automatically
Method 3: Topaz Sharpen AI
Use the "Print" preset with paper-specific adjustments. Excellent for recovering detail in slightly soft images.
Common Sharpening Mistakes
- Sharpening at web size, then enlarging: Sharpening must be applied AFTER resizing to print dimensions
- Over-sharpening: Creates halos around edges and amplifies noise
- Sharpening noisy files: Amplifies grain—denoise first, then sharpen
- Using Unsharp Mask at default settings: USM at 100% / 1.0px is too aggressive for modern files
Nelori Advantage: Instant Enhance applies paper-appropriate output sharpening automatically using our proprietary algorithm calibrated to our printer network. You can skip this step entirely, or apply your own creative sharpening first and let us handle the output stage.
Advanced Topic: Bit Depth & Banding
What is bit depth?
Bit depth determines how many tonal values exist between pure black and pure white:
- 8-bit: 256 levels per channel (16.7 million colors total)
- 16-bit: 65,536 levels per channel (trillions of colors total)
For most prints, 8-bit is sufficient. However, 16-bit becomes critical when:
- Editing files heavily (curves, levels, color grading)
- Printing smooth gradients (skies, studio backdrops)
- Working with low-contrast images that will be stretched in post
How to avoid banding
Banding occurs when there aren't enough tonal steps to create a smooth gradient. It's visible as discrete "steps" in what should be a continuous tone (most common in blue skies or gray backgrounds).
- Shoot RAW (12-bit or 14-bit) and edit in 16-bit mode
- Add subtle noise to smooth gradients before saving (Filter > Noise > Add Noise at 1-2%)
- Use gradients carefully in Photoshop (8-bit gradients are prone to banding)
- Save final print files as 16-bit TIFF if banding is visible in 8-bit JPEG
Practical test: If you see banding on screen in an 8-bit file, it will be worse in print. Convert to 16-bit, apply a 1% noise layer, and re-export.
File Preparation Checklist (Summary)
Before uploading files for print, ensure:
- ✅ Resolution: 300 PPI at intended print size (or 180+ PPI for large prints 30"+)
- ✅ Color Space: sRGB or Adobe RGB embedded in file
- ✅ File Format: JPEG (Quality 11-12) or TIFF (LZW compression)
- ✅ Bit Depth: 8-bit for most images, 16-bit if banding is visible
- ✅ Output Sharpening: Applied based on paper type (or use Nelori's Instant Enhance)
- ✅ Color Profile: Embedded ICC profile (sRGB IEC61966-2.1 or Adobe RGB 1998)
- ✅ No Artifacts: Check for compression artifacts, noise, or banding before upload
- ✅ Backup Originals: Keep unsharpened, full-resolution masters separate from print files
Pro Tip: Create a "Print-Ready" folder with versions of your files that are already sized, sharpened, and color-managed for specific print sizes. This makes reordering fast and ensures consistency across orders.
Skip the file prep headaches. Nelori's Instant Enhance and Printability Score automatically optimize your images and tell you which sizes will look great.
Get Early Access →Section 3
Paper Selection Guide
Paper choice dramatically affects how your image reproduces—more than most artists realize. The same file can look soft and muted on one substrate, vibrant and sharp on another. Understanding paper characteristics helps you match materials to your artistic intent and buyer expectations.
Paper Categories Explained
Matte Fine Art Papers
Characteristics:
- Surface: Non-reflective, soft texture, no glare under gallery lighting
- Feel: Tactile quality, often resembles watercolor paper
- Weight: Typically 200-310 GSM (grams per square meter)
- Composition: 100% cotton rag or alpha-cellulose base
- Color: Warm white to bright white (varies by brand)
Best for:
- Fine art photography with subtle tones
- Watercolor-style artwork and illustrations
- Portrait photography (flattering skin tones)
- Museum-quality presentation
- Gallery exhibitions (no glare under spotlights)
How ink behaves:
Matte papers are uncoated and highly absorbent. Ink penetrates deep into the paper fibers, creating a soft, diffused appearance. This high "dot gain" means colors appear slightly muted compared to glossy papers, and blacks are softer rather than deep.
Popular examples:
- Hahnemühle Photo Rag (308 GSM): Industry standard, 100% cotton rag, warm white, exceptional longevity
- Canson Platine Fibre Rag (310 GSM): Smooth texture, bright white, popular for black & white
- Epson Hot Press Bright (300 GSM): More affordable, alpha-cellulose base, clean whites
Output sharpening note: Matte papers require aggressive sharpening (Radius 1.0-1.5px, Amount 120-150%) to compensate for high ink absorption.
Baryta & Luster Papers
Characteristics:
- Surface: Semi-gloss finish, smooth to the touch
- Coating: Barium sulfate (baryta) or polymer coating
- Weight: 250-340 GSM
- Appearance: Traditional darkroom aesthetic
- Glare: Minimal compared to full gloss, but some reflection in direct light
Best for:
- Photography with high dynamic range (deep blacks important)
- Landscape photography with vibrant colors
- Black & white fine art photography
- Detailed work where sharpness matters
- Prints that need color "pop" without glossy look
How ink behaves:
Baryta papers have a barium sulfate coating that prevents ink from absorbing deeply. Ink sits on the surface, creating deep blacks, extended tonal range, and vibrant colors. Dot gain is minimal, so colors reproduce more accurately to your screen preview.
Popular examples:
- Hahnemühle FineArt Baryta (325 GSM): Classic darkroom look, neutral white base
- Canson Baryta Prestige (340 GSM): Heavyweight, exceptional detail retention
- Ilford Gold Fibre Silk (310 GSM): Warm tone, slightly textured surface
Output sharpening note: Baryta papers need moderate sharpening (Radius 0.8-1.2px, Amount 80-120%) due to low dot gain.
Glossy Photo Papers
Characteristics:
- Surface: High-gloss, reflective finish
- Base: RC (resin-coated) or PE (polyethylene) backing
- Weight: 190-260 GSM
- Appearance: Maximum sheen, mirror-like surface
- Durability: Shows fingerprints easily, prone to scratches
Best for:
- Commercial photography (product shots, portfolios)
- High-impact images with bold colors
- Trade shows and temporary displays
- Budget-conscious printing (lower cost than fine art papers)
When to avoid glossy:
- Gallery or museum presentation (glare is unprofessional)
- Selling to collectors (perceived as "cheap")
- Matte or natural aesthetic is part of your brand
Canvas Prints
Characteristics:
- Material: Cotton or poly-cotton blend, textured weave
- Weight: 340-450 GSM
- Finish: Matte, sometimes coated for water resistance
- Presentation: Gallery-wrapped (image wraps around edges) or traditionally framed
Best for:
- Large-format prints (24×36 and larger)
- Reproductions of original paintings
- Bold, graphic images where texture enhances the design
- Affordable wall art for casual buyers
Archival concerns:
Most canvas prints are not archival-grade. Poly-cotton blends and coatings degrade faster than cotton rag papers. Longevity estimates: 50-75 years for quality canvas vs. 200+ years for museum-grade paper.
When to avoid canvas:
- Fine detail is critical to the image
- You're targeting serious collectors (archival quality matters)
- Your work is photographic with subtle tones
Metallic & Specialty Papers
Metallic Papers:
- Appearance: Pearlescent sheen, luminous quality
- Best for: High-contrast images, vibrant colors, modern aesthetic
- Effect: Adds dimension and "glow" to highlights
- Cost: 2-3x the price of standard photo papers
When to use metallic:
- Urban/architecture photography with reflective surfaces
- Sunset/water scenes (enhances shimmer)
- Limited edition prints with premium positioning
Silk/Pearl Papers:
- Appearance: Soft luster between matte and gloss
- Best for: Portraits, weddings, soft-focus work
- Glare: Minimal, flattering under most lighting
Paper Weight & Thickness (GSM Guide)
What is GSM? GSM (grams per square meter) measures paper weight. Higher GSM = thicker, stiffer, more premium feel.
| GSM Range | Classification | Typical Use |
|---|---|---|
| 170-200 GSM | Thin, budget papers | Commercial photo paper |
| 230-270 GSM | Standard weight | Many baryta and luster papers |
| 280-310 GSM | Premium fine art | Hahnemühle Photo Rag = 308 GSM |
| 320-400 GSM | Ultra-premium | Card-stock feel, luxury presentation |
Why GSM matters:
- Perceived value: Heavier paper feels more substantial, justifies higher prices
- Framing: Papers 280+ GSM can be framed without matting (won't warp)
- Archival quality: Heavier papers often use better materials (100% cotton vs. alpha-cellulose)
- Handling: Lightweight papers crease easily during shipping
Archival Quality & Longevity
True archival papers meet ISO 9706 standards: acid-free (pH neutral), lignin-free (no wood pulp), buffered (alkaline reserve), and paired with lightfast pigment-based inks.
| Paper Type | Ink Type | Display Conditions | Estimated Lifespan |
|---|---|---|---|
| Consumer photo paper | Dye-based | Indoor, indirect light | 10-20 years |
| RC photo paper | Pigment-based | Indoor, indirect light | 50-100 years |
| Cotton rag fine art | Pigment-based | Indoor, indirect light | 100-200 years |
| Museum-grade cotton rag | Pigment-based | Archival storage (dark) | 200-400+ years |
What Affects Print Longevity
- UV exposure (biggest factor): Direct sunlight causes fading in months; indirect daylight in 5-10 years. UV-protective glass extends lifespan 3-5x.
- Humidity & temperature: High humidity (>60% RH) promotes mold and ink bleeding. Ideal: 40-50% RH, 65-70°F constant.
- Air quality: Pollutants (ozone, NOx, SOx) attack paper fibers. Urban environments have higher degradation rates.
- Handling: Skin oils transfer acids to paper. Always handle prints with cotton gloves or clean hands.
How to protect prints:
- Framing: UV-protective acrylic or glass, acid-free mat board, sealed backing
- Display: Avoid direct sunlight, rotate periodically, use LED lighting (low UV output)
- Storage: Archival sleeves (Mylar D or polyethylene), flat storage in acid-free boxes, climate-controlled space
Cost Considerations & Pricing Impact
| Paper Type | Cost per sq ft | 16×20 Material Cost | 24×36 Material Cost |
|---|---|---|---|
| Budget canvas | $2-4 | $6-10 | $14-20 |
| Standard glossy photo | $3-5 | $8-12 | $18-25 |
| Luster/baryta (mid-tier) | $6-10 | $15-22 | $35-50 |
| Premium matte (Photo Rag) | $8-12 | $18-28 | $45-65 |
| Metallic specialty | $12-18 | $28-40 | $60-90 |
Pricing strategy: Premium papers justify higher markups (3.5-5x) because buyers perceive archival quality as valuable. Offer 2 paper options per image—Standard (luster/baryta) and Premium (matte fine art). Most buyers choose standard (80%+), but the premium option anchors pricing and increases average order value 15-20%.
Nelori's Paper Selection
Available Substrates
- Hahnemühle Photo Rag (308 GSM): Premium matte fine art, 100% cotton
- Canson Baryta Prestige (340 GSM): Semi-gloss, exceptional detail
- Luster Photo Paper (260 GSM): Standard photography finish
Why these three?
- Cover 90% of artist needs (matte, semi-gloss, glossy spectrum)
- All archival-grade with pigment inks
- Consistent quality across printer network
- Proven longevity (100-200 year estimates)
Nelori Advantage: Instant Enhance adapts output sharpening automatically based on your paper selection, applying more aggressive sharpening for Photo Rag and less for Luster.
Common Paper Selection Mistakes
- ❌ Choosing matte for everything: Not all images suit matte. High-contrast photography looks better on baryta.
- ❌ Assuming glossy = cheap: Glossy has its place (portfolios, proofing), but avoid for fine art sales.
- ❌ Ignoring viewing conditions: Baryta under gallery spotlights can glare. Matte is safer for exhibitions.
- ❌ Not ordering proof prints: Paper looks different in person. Always proof on your chosen substrate before selling.
- ❌ Mixing papers randomly: Consistency builds brand. Choose 1-2 signature papers and stick with them.
- ❌ Overlooking weight: Thin papers (<250 GSM) feel cheap. Use 280+ GSM for fine art positioning.
Confused about paper choices? Nelori offers three archival-grade papers (matte, baryta, luster) with automatic output sharpening calibrated for each substrate. No guesswork, just beautiful prints.
Join the Waitlist →Section 4
Pricing Strategy
Print pricing is where art meets commerce—and where most artists struggle. Price too low, and you devalue your work while leaving money on the table. Price too high without justification, and you price yourself out of the market. This section provides frameworks for cost-based, market-based, and value-based pricing, backed by industry data and collector psychology research.
The Three Pricing Frameworks
Most successful artists combine all three approaches:
- Cost-based pricing: Ensures profitability (your floor)
- Market-based pricing: Validates competitiveness (market reality check)
- Value-based pricing: Maximizes revenue (your ceiling)
Framework 1: Cost-Based Pricing (Your Profitability Floor)
The foundation: Never sell below total cost × 2. This ensures minimum 50% gross margin.
Total Cost Breakdown
Direct costs (per print):
- Paper + ink: $5-65 depending on size and substrate
- 8×10 on luster: ~$5-8
- 16×20 on Photo Rag: ~$18-25
- 24×36 on baryta: ~$45-65
- Printing labor: $3-8 per print (varies by printer, size, complexity)
- Packaging materials: $2-5 (rigid mailer, sleeve, backing, branded materials)
- Shipping: $5-20 domestic, $15-50 international
Indirect costs (allocated per print):
- Platform fees: If using marketplace (mass-market platforms: 6.5% + $0.20, auction sites: 12-15%)
- Payment processing: 2.9% + $0.30 (Stripe/PayPal standard)
- Your time: Order processing, customer service, marketing (5-30 min/order)
Example Calculation: 16×20 Print on Hahnemühle Photo Rag
Direct costs:
- Paper/ink: $22
- Printing labor: $6
- Packaging: $3.50
- Shipping (avg, if absorbed): $10
- Subtotal: $41.50
Indirect costs:
- Time allocation: $5 (estimated)
- Total cost per print: ~$46.50
Pricing tiers:
- Minimum pricing (2x cost): $93
- Recommended pricing (3x cost): $140
- Competitive pricing (4x cost): $186
Key insight: Your base cost (materials + labor) might be $31.50, but total cost including time and fees is $46.50. Many artists forget indirect costs and wonder why they're not profitable despite "marking up 3x."
Framework 2: Market-Based Pricing (Competitive Reality Check)
The question: What are similar prints selling for?
| Platform | 8×10 | 16×20 | 24×36 | Positioning |
|---|---|---|---|---|
| Mass-market platforms | $30-60 | $60-120 | $100-200 | Budget to mid-tier, high volume |
| Curated art marketplaces | $80-150 | $150-350 | $300-600 | Mid-tier to premium, curated |
| Gallery representation | $200-400 | $400-800 | $800-1,500+ | Established artist, exclusivity |
| POD marketplaces | $20-35 | $40-75 | $80-150 | Volume play, passive income |
Where Do You Fit?
- Emerging artist (0-2 years selling prints): Price between mass-market and curated marketplace levels ($80-150 for 16×20). Focus on building sales volume and testimonials.
- Established online presence (5K+ engaged followers): Price at curated marketplace level ($150-300 for 16×20). Leverage social proof and following.
- Gallery-exhibited or award-winning: Price above curated marketplace level ($300-600 for 16×20). Lead with credentials and exclusivity.
Practical exercise: Search your genre on mass-market and curated art marketplaces. Find 10 comparable prints (similar style, size, artist recognition). Calculate average price. Use that as your competitive baseline, then adjust based on your positioning.
Framework 3: Value-Based Pricing (Maximizing Perceived Value)
Buyers don't pay for paper and ink. They pay for: the art itself (your creative vision), the story and provenance (who you are), scarcity and exclusivity (limited availability), and status (owning something special).
Limited Editions: The Scarcity Premium
Research shows: Limited editions command 2-5x higher prices than open editions for the same artwork.
| Edition Size | Price Range (16×20) | Optimal For | Buyer Psychology |
|---|---|---|---|
| Open edition (unlimited) | $75-150 | Volume sales, emerging artists | "Affordable art for my space" |
| Limited to 100 | $150-300 | Mid-career artists, collectible | "Investment potential" |
| Limited to 50 | $200-400 | Serious collectors, proven demand | "Rare, increasing value" |
| Limited to 25 | $300-600 | Premium positioning, high demand | "Exclusive, status symbol" |
| Limited to 10 (Artist Proof) | $500-1,200 | Top-tier collectors, scarcity play | "Ultra-rare, museum-grade" |
| 1-of-1 (unique print) | $800-3,000+ | Established artists, gallery context | "Original work in print form" |
Real-world example: Same landscape photograph: Open edition 16×20 = $95, Limited to 50 (numbered/signed) = $285 (3x premium), Limited to 10 Artist Proof = $650 (6.8x premium).
Critical rule: Honor your edition limits strictly. Breaking an edition promise destroys collector trust and tanks resale value.
Critical rule: Honor your edition limits strictly. Breaking an edition promise destroys collector trust and tanks resale value.
How to Structure Editions
Option 1: Single Limited Edition (simple, clear communication)
Example: "Limited to 50 prints, numbered and signed"
Option 2: Tiered Editions (Recommended)
- Open Edition: Unlimited, unsigned, $95
- Limited Edition: 50 prints, numbered/signed, Certificate of Authenticity, $245
- Artist Proof: 10 prints, hand-numbered, premium packaging, $495
Numbering conventions:
- Format: 1/50, 2/50, 3/50... (print number / edition size)
- Artist Proofs: AP 1/10, AP 2/10...
- Sign and number in pencil on the front border or back of print
- Include: Title, your signature, edition number, year
Psychological Pricing Tactics
Round Numbers vs. Charm Pricing
Traditional retail wisdom: $99 sells better than $100 (charm pricing)
Art market reality: The opposite is often true.
- Premium products (art, luxury goods) sell better at round numbers
- $100, $150, $200 signal quality and confidence
- $99, $149, $199 signal discounting and budget positioning
Practical application:
- Fine art prints: Use round numbers ($100, $250, $500)
- Open editions or budget line: Consider charm pricing ($95, $145)
- Gallery pricing: Always round ($400, $800, $1,200)
Why this works: Round numbers feel deliberate and confident. Charm pricing feels calculated and "salesy," undermining the artistic positioning.
Price Anchoring
The principle: The first price buyers see influences their perception of all subsequent prices.
Application: Display largest size first
- ✅ Strong anchoring: 24×36: $240 ← High anchor makes other prices feel reasonable
- Then: 16×20: $140
- Then: 11×14: $90
- Then: 8×10: $60
After seeing $240, the $140 option feels moderate rather than expensive.
Size-Based Price Ladders (Non-Linear Scaling)
The problem: Linear pricing (proportional to area) doesn't work. A 16×20 is 4x the area of an 8×10, but pricing it 4x higher kills conversions.
Better approach: Stepped pricing
| Size | Area (sq in) | Linear Price | Actual Price | Multiplier |
|---|---|---|---|---|
| 8×10 | 80 | $60 | $60 | 1.0x |
| 11×14 | 154 (1.9x) | $114 | $90 | 1.5x |
| 16×20 | 320 (4x) | $240 | $140 | 2.3x |
| 24×36 | 864 (10.8x) | $648 | $280 | 4.7x |
Why this works:
- Avoids sticker shock at larger sizes
- Encourages upselling (16×20 is only $50 more than 11×14!)
- Maintains healthy margins across all sizes
- Reflects production economies of scale
Profitability Analysis: How Many Prints to Sell?
Example Scenario: Part-Time Print Income Goal
Goal: $2,000/month profit (after costs)
Assumptions:
- Average print price: $120
- Average cost per print: $40
- Gross margin: $80/print (67%)
Required sales: $2,000 profit ÷ $80 margin = 25 prints/month
Revenue target: 25 prints × $120 = $3,000/month gross revenue
Is this realistic?
- If 5% of catalog visitors buy: Need 500 visitors/month
- If 10% convert (optimized funnel): Need 250 visitors/month
- If average customer buys 1.5 prints: Need 17 customers/month
Growth Trajectory (Real-World Artist Data)
- Months 1-3: 2-5 sales/month (friends, family, early supporters)
- Months 4-6: 8-15 sales/month (organic growth, word of mouth)
- Months 7-12: 20-40 sales/month (established catalog, email list, repeat buyers)
- Year 2+: 50-100+ sales/month (mature business, loyal following)
Nelori Pricing Advantage
Transparent cost structure: No commission on sales (unlike marketplaces), no per-print fees (unlike some POD services), subscription only ($0 Free, $25 Pro, $100 Gallery).
| Platform | You Receive | Platform Takes |
|---|---|---|
| Nelori (Free plan) | $113 ($150 - $37 print cost) | $0 commission |
| Nelori (Pro plan, annual) | $111 ($150 - $37 cost - $2 subscription*) | $0 commission |
| Mass-market platform | $99 ($150 - $37 cost - $14 fees) | 9.3% |
| Curated marketplace | $68 ($150 - $37 cost - $45 commission) | 30% |
| Gallery (50% split) | $38 ($75 artist split - $37 cost) | 50% |
*Subscription amortized across 12 prints/month
Pricing Mistakes to Avoid
- ❌ Underpricing to "compete" with mass-market platforms: You can't win a race to the bottom. Position on quality, not price.
- ❌ Ignoring your time: If you're making $5/hour after costs, you're running a charity, not a business.
- ❌ Inconsistent pricing: Changing prices randomly confuses buyers and signals desperation.
- ❌ Not testing higher prices: Most artists underprice. Try raising prices 20% on new releases.
- ❌ Offering too many discounts: Trains buyers to wait for sales, devalues your work.
- ❌ Breaking edition limits: Destroys trust and collector value. Never exceed stated edition size.
Keep 100% of your margins. Unlike marketplaces that take 9-30% commissions, Nelori charges zero commission—just a simple subscription. Price your work competitively and keep what you earn.
See Pricing Plans →Section 5
Marketing Your Catalog
Great prints don't sell themselves. Even museum-quality work at competitive prices needs visibility. This section covers the marketing channels that actually work for artists selling prints: email, Instagram, Pinterest, SEO, and strategic paid advertising.
Foundation: Build Your Email List First
Why Email Matters More Than Social Media
- You own your list (platform can't take it away)
- Direct communication (no algorithm between you and buyers)
- 40x ROI compared to social media marketing
- 3-5x higher conversion rate than social traffic
Translation: A 1,000-person email list generates $5,000-15,000/year in print sales if nurtured properly.
Email Marketing Benchmarks for Artists/Creators
- Open rate: 35-45% (vs 20% industry average)
- Click rate: 4-8% (vs 2-3% industry average)
- Purchase conversion: 2-5% of email list per campaign
- Revenue per subscriber per year: $5-15
How to Build Your Email List
Effective Lead Magnets for Artists
- Free desktop wallpaper (low-res version of popular artwork) - Conversion rate: 8-15%
- Behind-the-scenes video (3-5 min process walk-through) - Conversion rate: 10-18%
- Early access to new releases (VIP list) - Conversion rate: 12-20%
- 10-15% off first purchase - Conversion rate: 15-25%
Where to place email capture:
- Homepage (above the fold, non-intrusive)
- Exit-intent popup (5-8% conversion)
- After viewing 3+ artworks (behavioral trigger)
- Instagram bio link (dedicated landing page)
- Art shows/markets (QR code on business cards)
Email Campaigns That Convert
Welcome Series (3-5 emails over 7-10 days):
- Email 1 (Day 0): Welcome + deliver lead magnet
- Email 2 (Day 2): Your story (who you are, why you create)
- Email 3 (Day 5): Best-selling print highlight
- Email 4 (Day 7): Limited edition or new release announcement
- Email 5 (Day 10): Customer testimonial + soft CTA
Ongoing Campaigns:
- New release announcement (monthly or quarterly)
- Behind-the-scenes studio process (monthly)
- Customer spotlight (monthly)
- Limited-time offers (quarterly, max)
Frequency: 2-4 emails/month. More frequent = higher unsubscribes, less frequent = list forgets you.
Instagram for Print Sales
Content Strategy: The 60/20/10/10 Rule
- 60% Finished Artwork: High-quality photos, lifestyle shots, detail crops, before/after framing
- 20% Process/Behind-the-Scenes: Studio setup, work-in-progress, tools and materials, creative insights
- 10% Social Proof: Customer photos, unboxing videos, testimonials, "Just shipped to..." stories
- 10% Promotional: New artwork announcements, limited edition countdowns, flash sales
Posting frequency: 3-5 posts/week + daily Stories is optimal. Quality > quantity always.
Instagram Shopping Integration
Why Instagram Shopping matters:
- Buyer intent: 70% of users discover new products on Instagram
- In-app purchasing: Reduces friction (don't leave app)
- Product tags: Shoppable posts drive 2-3x engagement
- Conversion rate: 1.08% average (vs 0.5-0.7% for link-in-bio traffic)
Hashtag Strategy (Still Relevant in 2025)
How to choose hashtags:
- 3-5 broad hashtags: #artprint #fineart #wallart (high volume, low engagement)
- 5-8 niche hashtags: #pacificnorthwestart #landscapephotography (lower volume, higher engagement)
- 2-3 micro hashtags: #pdxartist #yourname (very low volume, highly targeted)
Total: 10-15 hashtags per post (avoid 30-hashtag spam, hurts reach)
Pinterest: The Underrated Print Sales Channel
Why Pinterest Works for Art Prints
- High buyer intent: 85% of users have purchased based on Pins
- Long content lifespan: Pins get 40% of clicks after 1 month (vs Instagram posts die in 24-48 hours)
- SEO-friendly: Pins rank in Google Image Search
- Demographics: 60% female, 35-54 age range, homeowners with disposable income
Conversion rate benchmarks:
- E-commerce average: 0.5-1%
- Home decor/art: 1.5-3% (higher intent)
- Pinterest ads: 2-5% (if well-targeted)
Translation: 1,000 Pinterest visitors = 15-30 sales (vs 5-10 from Instagram)
Pinterest Optimization
Pin Design (Critical):
- Aspect ratio: 2:3 vertical (1000×1500px ideal)
- Format: Single image > multi-image carousels
- Text overlay: Optional, but can boost saves
- Branding: Subtle logo or watermark (bottom corner)
Pin consistently: 5-10 pins/day (use scheduler like Tailwind). 80% from other sources (repins), 20% your own content (avoid spam).
SEO for Artist Websites
On-Page SEO Basics
Title tags (most important):
- ❌ Weak: "Sunset #47"
- ✅ Strong: "Pacific Northwest Sunset Art Print | 16×20 Archival Print | [Your Name]"
Image alt text:
- ❌ Weak: "IMG_2847.jpg" or "sunset"
- ✅ Strong: "Pacific Northwest forest sunset art print on archival paper, available in multiple sizes"
Product descriptions (150+ words, keyword-rich):
Include: What it is, materials (Hahnemühle Photo Rag, archival pigment inks), sizes available, subject/style keywords, use cases (living room art, bedroom decor).
Content Marketing (Blogging for Traffic)
Blog post ideas that drive organic traffic:
- "How I Created [Artwork Name]: Behind the Scenes"
- "Best Frames for Large Format Art Prints (16×20, 24×36)"
- "Matte vs Glossy Prints: Which is Right for You?"
- "How to Hang a Gallery Wall: Tips from an Artist"
- "Caring for Archival Art Prints: Preservation Guide"
SEO benefit: Each blog post = new indexed page = more search visibility
Frequency: 1-2 posts/month is sustainable and effective
Paid Advertising (When and How)
When to invest in ads:
- ✅ After 10+ organic sales (product-market fit validated)
- ✅ You have an email list to retarget (higher conversion)
- ✅ During peak seasons (holidays, Mother's Day, Black Friday)
- ❌ Don't run ads if you haven't made organic sales yet
Facebook/Instagram Ads
Target audience:
- Age: 30-55
- Interests: Home decor, interior design, art, specific artists
- Behaviors: Homeowners, moved recently, engaged shoppers
- Income: Top 25-50% (art is discretionary spending)
Budget:
- Start: $10/day for 7-14 days (testing phase)
- Scale: If ROAS (return on ad spend) > 2.5x, increase to $20-30/day
- Retargeting: Allocate 30% of budget to retargeting website visitors (5-10x better ROAS)
Expected results:
- Cold traffic: 0.5-1% conversion, $3-8 CPC
- Warm traffic (email list lookalike): 1-2% conversion, $2-5 CPC
- Retargeting: 3-6% conversion, $1-3 CPC
CAC (Customer Acquisition Cost) Benchmarks
- Arts/entertainment e-commerce: $21 average
- General e-commerce: $50-130 average
- Your target: <$30 for sustainable growth
LTV:CAC ratio target: 3:1 or better
- If average customer lifetime value = $150 (1.5 purchases × $100 AOV)
- Target CAC = $50 or less
- If CAC >$50, ads aren't profitable yet
Pinterest Ads (Underrated)
Why Pinterest Ads work:
- Low CPC: $0.10-0.50 (vs $1-3 on Facebook)
- Long lifespan: Promoted Pins continue getting organic reach after campaign ends
- Lower competition: Fewer advertisers = cheaper clicks
Expected results:
- CTR (click-through rate): 0.5-1.5%
- Conversion rate: 1-3%
- CPC: $0.20-0.60
Budget: Start with $5/day
Leveraging Social Proof
Why Social Proof Matters
- 79% of consumers trust online reviews as much as personal recommendations
- Products with reviews convert 3-5x better than those without
- Photos of products in real spaces increase purchase intent 2x
How to Collect Reviews & Testimonials:
Timing: 7 days after delivery (customer has received and hung the print)
What to ask for:
- Photo of print in their space (huge for social proof)
- 30-50 word testimonial (what they love about it)
- 5-star rating (if using a review platform)
Conversion rate: 10-20% of customers will leave a review if asked
Marketing Mistakes to Avoid
- ❌ Chasing Instagram followers instead of email subscribers: Followers don't convert like email.
- ❌ Posting randomly without strategy: Consistency beats viral moments.
- ❌ Ignoring Pinterest: Massive missed opportunity for art/home decor.
- ❌ Running ads before validating organic demand: Amplifying something that doesn't work = wasted money.
- ❌ Not asking for reviews: You have to ask. Customers rarely volunteer.
- ❌ Neglecting SEO: Organic search traffic is free and compounds over time.
- ❌ Over-relying on one channel: Algorithm change = business risk. Diversify.
Ready to reach more buyers? Focus on creating while Nelori handles print fulfillment, shipping, and quality control. Build your email list and let the platform do the rest.
Join the Waitlist →Section 6
Best Practices for Success
The difference between selling 5 prints and 50 prints per month often comes down to operational excellence: quality control, packaging, customer service, and smart scaling. This section covers the unsexy but critical practices that turn one-time buyers into loyal collectors.
Quality Control: The Non-Negotiable Foundation
The rule: Never ship a print you haven't physically inspected first.
Proof Prints Are Your Insurance Policy
Why proof prints matter:
- Screens lie about color (10-30% shift common)
- Sharpness looks different in print vs screen
- Paper texture affects image perception
- Better to invest $20-40 upfront than issue $100+ refunds
What to check in proof prints:
- Color Accuracy: Compare print to calibrated monitor. Acceptable variance: ±10%. Unacceptable: Skin tones off, signature colors wrong.
- Tonal Range: Check shadow detail (are blacks crushed or visible?) and highlight detail (are whites blown out?). Look for banding in gradients.
- Sharpness: View print at normal viewing distance. Check critical focus areas. Look for halos or over-sharpening artifacts.
- Paper Match: Does matte vs baryta vs luster feel right for this image? Is paper weight adequate?
Cost: $20-40 per image (one-time investment)
ROI: Avoids refunds ($50-150 each), bad reviews (damage brand), and wasted marketing spend
Packaging That Wows (And Protects)
Why Packaging Matters
- 74% of consumers factor packaging into purchase decisions
- 50% won't repurchase after negative packaging experience
- Unboxing videos/photos generate 2-3x social shares vs product-only posts
Translation: Packaging is marketing and retention, not just logistics.
Functional Packaging Requirements
1. Rigid Mailer (Non-Negotiable)
- Don't use: Envelopes, padded mailers, tubes
- Do use: Rigid flat mailers, corrugated cardboard sandwiches
- Cost: $1.50-3.50 depending on size
2. Protective Sleeve
- Material: Clear polypropylene or cellophane (moisture barrier)
- Cost: $0.30-0.60 per print
3. Backing Board
- Material: Acid-free foam core or chipboard
- Thickness: 3/16" minimum
- Cost: $0.40-1.00 per print
4. "Do Not Bend" Stickers
- Bright red or orange, placed on both sides
- Cost: $0.05-0.10 per mailer
Brand Touchpoints (The Unboxing Experience)
Goal: Make opening the package feel special, worthy of Instagram.
1. Thank-You Card (Inside Package)
- Format: Postcard-size (4×6"), printed on cardstock
- Cost: $0.15-0.30 per card
- ROI: Encourages social sharing, builds personal connection
2. Care Instructions Card
- Display away from direct sunlight
- Frame with UV-protective glass
- Use acid-free mat if framing
- Cost: $0.10-0.20 per card
3. Business Card (Encourages Repeat Purchase)
- Include website URL and social handles
- Offer: "Save 10% on your next order with code THANKYOU10"
- Cost: $0.05-0.15 per card
- ROI: 15-25% of customers will reorder if you make it easy
Total packaging cost: $3-6 per order (material + time)
What it signals: Premium product, professional artist, worth the price
What it signals: Premium product, professional artist, worth the price
Customer Service Excellence
Response Time Matters
- Respond within 12 hours: 85% customer satisfaction
- Respond within 24 hours: 70% customer satisfaction
- Respond after 48 hours: 40% customer satisfaction (damage control mode)
Tip: Set up auto-responder: "Thanks for your message! I'll reply within 24 hours."
Common Questions (Answer Proactively in FAQ)
- "What size should I order for my wall?" - Provide wall space guide (small wall: 8×10 to 11×14, medium: 16×20 to 24×36, large: 30×40+)
- "Can I return if I don't like it?" - Be generous: "30-day satisfaction guarantee. If you're not thrilled, return for full refund." (Actual return rate usually <2%)
- "How long until it ships?" - Be specific: "Orders ship within 3-5 business days. You'll receive tracking automatically." (Under-promise, over-deliver)
- "What's the difference between matte and glossy?" - Quick answer: Matte (no glare, soft feel, gallery-quality), Baryta/Luster (best of both, semi-gloss)
Handling Difficult Situations
Damaged in shipping:
- Apologize sincerely
- Offer immediate replacement at no charge
- Learn: If damage pattern emerges, upgrade packaging
Color doesn't match screen:
- Acknowledge: "Screens can vary significantly. I'm sorry it's not what you expected."
- Offer return or adjust and reprint at 50% off
Refund rate benchmark: 1-3% for well-proofed products. If >5%, you have a quality or expectations issue.
Scaling Operations (When and How)
Signs You're Ready to Scale
- 20-30 orders/month consistently for 3+ months
- Spending 10+ hours/week on fulfillment and customer service
- Turning down opportunities because you're at capacity
What to automate/outsource:
- Order Processing: Nelori handles automated routing to nearest printer, print job preparation, shipping label generation
- Email Confirmations: Use Resend or similar for order confirmation, shipping notification, delivery follow-up
- Social Media Scheduling: Batch-create content, schedule with Later/Hootsuite/Buffer
Hiring Your First Assistant
When to hire:
- Revenue >$3,000/month consistently
- You're working 15+ hours/week on business tasks (not creating)
What to delegate first:
- Packaging and shipping (easiest to train)
- Customer service emails (template 80% of responses)
- Social media scheduling (you create, they schedule/post)
Start part-time: 5-10 hours/week, $15-25/hour depending on location and skills
Tracking Success Metrics
10 Key Metrics to Track
Revenue Metrics:
- Monthly sales (total $)
- Average order value (AOV) - Target: $100-150
- Revenue per catalog visitor - Target: $3-8
Customer Metrics:
- Conversion rate (orders ÷ visitors × 100) - Target: 1-3%
- Customer lifetime value - Target: $150-300
- Customer acquisition cost - Target: <$30
Operational Metrics:
- Time to fulfill - Target: <5 business days
- Return/refund rate - Target: <2%
Marketing Metrics:
- Email list growth rate - Target: 50-100/month after first 3 months
- Email-to-purchase conversion - Target: 2-5% per campaign
Track monthly in simple spreadsheet. Don't obsess over daily fluctuations. Look for trends over 3-6 month periods.
The Long Game: Building a Sustainable Print Business
Realistic Growth Trajectory
Month 1-3: Foundation
- Launch catalog with 5-10 best images
- Sales: 5-10/month (mostly friends/family)
Month 4-6: Growth
- Catalog: 15-20 images
- Email list: 100-300 subscribers
- Sales: 15-30/month
- Revenue: $1,500-3,000/month
- Profit: $750-1,500/month
Month 7-12: Scaling
- Catalog: 25-40 images
- Email list: 500-1,000 subscribers
- Sales: 40-80/month
- Revenue: $4,000-8,000/month
- Profit: $2,000-4,000/month (part-time income replacement)
Year 2+: Mature Business
- Catalog: 50-100 images
- Email list: 1,500-3,000 subscribers
- Sales: 80-150/month
- Revenue: $8,000-15,000/month
- Profit: $4,000-9,000/month (full-time income)
Are these numbers realistic? Yes, for artists who: produce quality work consistently, price appropriately (not race to bottom), build email list aggressively, provide excellent customer experience, and market consistently.
Success formula: Create great art + Price it fairly + Market consistently + Deliver exceptional quality + Stay patient (momentum takes 6-12 months)
Success formula: Create great art + Price it fairly + Market consistently + Deliver exceptional quality + Stay patient (momentum takes 6-12 months)
Avoiding Common Pitfalls
- ❌ Underpricing to compete: Devalues your work, attracts price-sensitive buyers who won't return.
- ❌ Ignoring customer feedback: Reviews reveal quality issues early. Listen and iterate.
- ❌ Inconsistent branding: Confuses buyers, looks unprofessional.
- ❌ Neglecting email list: Most valuable asset you can build. Prioritize over social followers.
- ❌ Over-relying on one channel: Algorithm change kills business. Diversify.
- ❌ Skipping proof prints: Leads to refunds, bad reviews, wasted ad spend.
- ❌ Cheap packaging: 50% won't repurchase after bad packaging. Don't save $2 to lose a $200 lifetime customer.
- ❌ Not tracking metrics: Can't improve what you don't measure.
Section 7
Finding and Landing Opportunities
Selling prints builds your income. Landing opportunities builds your career. Grants, gallery calls, and residencies provide funding, exposure, and time to create—but finding them is a job in itself. This section shows you how to discover and win the opportunities that matter.
Why Opportunities Matter
Career Acceleration
Print sales provide income, but opportunities open doors that income alone can't buy:
- Grants: Non-dilutive funding ($1,000 to $50,000+) to invest in your practice without selling work or taking loans
- Gallery calls: Exhibition opportunities that build your CV, expand your collector base, and signal legitimacy to the art world
- Residencies: Dedicated time and space to create, often with stipends, housing, and community of peers
The compounding effect: A grant on your CV makes the next application stronger. A gallery show introduces you to collectors who buy prints. A residency gives you new work to sell. These aren't separate tracks—they reinforce each other.
The Traditional Problem
Why Artists Miss Opportunities
- Fragmented sources: Opportunities are scattered across foundation websites, gallery newsletters, social media, and word-of-mouth
- Time investment: Finding and vetting opportunities takes 5-10 hours/week—time you could spend creating
- Poor fit: Most opportunities you find won't match your medium, location, or career stage
- Missed deadlines: By the time you hear about something promising, the deadline has passed
The result: Most artists apply to fewer than 5 opportunities per year, when the professionals landing grants apply to 20-50+.
How Nelori's Opportunity Matching Works
Profile-Based Scoring
When you complete your Nelori profile, we use that information to match you with relevant opportunities:
- Disciplines: Photography, painting, sculpture, digital art, etc.—we only show opportunities relevant to your medium
- Location: Many grants and residencies have geographic eligibility; we filter accordingly
- Career stage: Emerging, mid-career, established—different opportunities target different stages
- Goals: What you told us you want from Nelori informs what opportunities we prioritize
100-Point Match Score
Every opportunity in your feed gets a match score:
- High match (80-100): Strong alignment with your profile—worth prioritizing
- Good match (60-79): Solid fit, worth exploring if time permits
- Medium match (40-59): Partial fit—review carefully before investing application time
Focus your energy: Apply to high matches first. A thoughtful application to a 90-point match beats a rushed application to a 50-point match.
Application Best Practices
Portfolio Preparation
Most applications require 5-20 images. Prepare these in advance:
- Curate, don't dump: 10 strong images beat 20 mixed ones
- Consistent quality: Use the same shooting/scanning standards across your portfolio
- Recent work: Most reviewers want to see what you're making now, not 5 years ago
- File specs: Keep high-res versions (300 DPI, 2000px minimum) ready—don't scramble at deadline
Nelori advantage: Your catalog images are already print-optimized. Export from your Nelori account for consistent, high-quality application materials.
Artist Statement
A 150-300 word statement that answers:
- What is your work about? (themes, questions, subject matter)
- How do you make it? (process, materials, approach)
- Why does it matter? (significance, context, what you hope viewers take away)
Avoid: Jargon, hyperbole ("my groundbreaking work"), vague language ("I explore the human condition"). Be specific and genuine.
CV Essentials
Art-world CVs differ from job resumes. Include:
- Education (if relevant)
- Solo exhibitions (most recent first)
- Group exhibitions (select 10-15 most relevant)
- Awards, grants, residencies
- Collections (public or notable private)
- Publications and press
Starting out? Include online exhibitions, open calls you've been selected for, and relevant workshops or mentorships. Everyone starts somewhere.
Opportunity Types Explained
Grants
| Type | Typical Award | Competition | Best For |
|---|---|---|---|
| Foundation grants | $5,000-$50,000 | Very high (1-5% acceptance) | Established artists with strong CVs |
| Regional arts councils | $1,000-$10,000 | Moderate (10-25% acceptance) | Artists meeting residency requirements |
| Project-based | $500-$5,000 | Moderate | Specific proposals with clear outcomes |
| Emergency/relief | $500-$2,500 | Lower | Artists facing documented hardship |
Gallery Calls
| Type | Entry Fee | Benefit | Watch For |
|---|---|---|---|
| Juried exhibitions | $25-$50 | Gallery exposure, CV line | Juror reputation, gallery legitimacy |
| Open calls (no fee) | $0 | Exhibition opportunity | Terms of participation, costs |
| Art fairs | $100-$500 | Direct sales, collector access | Booth costs, sales commission |
| Competition exhibitions | $30-$75 | Cash prizes, exposure | Prize structure, past winners |
Red flag: "Vanity galleries" that charge artists to exhibit (beyond reasonable entry fees) often provide little value. Research before paying.
Residencies
| Type | Duration | Cost to Artist | Provides |
|---|---|---|---|
| Fully funded | 1-12 months | $0 (travel may not be included) | Housing, studio, often stipend |
| Subsidized | 2-8 weeks | $500-$2,000 | Housing, studio, community |
| Fee-based | 1-4 weeks | $1,000-$4,000 | Space and programming |
Tip: Fully funded residencies are competitive but worth prioritizing. Apply 6-12 months before you want to go—most have long lead times.
How Print Sales Support Applications
Building a Track Record
Grant reviewers and galleries look for evidence that your work resonates:
- Sales history: "50+ prints sold to collectors in 12 countries" demonstrates market validation
- Collector base: Engaged buyers who follow your work signal lasting appeal
- Professional practice: Running a print business shows you can manage deadlines, budgets, and stakeholders
In applications: Reference your print sales as evidence of audience engagement and professional experience—without making it purely commercial.
The flywheel: Print sales fund applications (time, materials). Grants fund new work. New work drives more sales. Gallery shows expand your collector base. Each success makes the next one easier.
Opportunities
Get matched to real opportunities
Grants, gallery calls, residencies—curated and matched to your work. Stop scrolling endless listings. Focus on opportunities where you actually have a chance.
Grant95% match
Brooklyn Arts Council Grant
Award$5,000
DeadlineMar 15
Gallery Call88% match
Chelsea Gallery Open Call
AwardGroup Show
DeadlineApr 1
Residency82% match
Portland Artist Residency
Award3 Months
DeadlineMay 30
Get matched to opportunities
Join the waitlist for early access to opportunity matching
Testimonials
What artists are saying
MC
Having my ownership verified from the moment I upload gives me peace of mind. The Certificate of Authenticity is a real differentiator with collectors.
DO
I used to spend hours searching for grants. Now Nelori surfaces opportunities I never would have found on my own.
SM
The catalog tools made organizing my work simple. I can finally show clients a professional portfolio in seconds.
JL
Knowing every artist is verified and every print comes with a certificate gives me confidence I am buying authentic work. The provenance matters.
Questions about selling prints? Get in touch.