Why this guide exists
Selling art prints shouldn't require a degree in color management or weeks of trial-and-error with print shops. This guide distills what actually matters: preparing files that print beautifully, choosing the right materials, pricing profitably, and getting your catalog in front of buyers.
Whether you're using Nelori or another platform, these principles apply. We built Nelori to automate the technical complexity, but understanding the fundamentals helps you make better creative and business decisions.
File Preparation & Print Readiness
Print quality starts with your source file. Here's what you need to know about resolution, color spaces, and file formats.
Resolution: The 300 DPI Rule
For photo-quality prints, you need 300 pixels per inch (PPI) at your target print size. Lower resolution files can work for smaller prints, but will show pixelation or softness when scaled up.
Quick calculation:
- 8×10 print at 300 DPI = 2400 × 3000 pixels minimum
- 16×20 print at 300 DPI = 4800 × 6000 pixels minimum
- 24×36 print at 300 DPI = 7200 × 10800 pixels minimum
Color Space: RGB vs CMYK
Save your files in RGB color space (sRGB or Adobe RGB). Professional printers will convert to CMYK or extended gamut during output using calibrated profiles. Don't convert to CMYK yourself unless you have custom ICC profiles for the specific printer and paper.
Best practices:
- Use sRGB for web-sourced images and broad compatibility
- Use Adobe RGB if you shoot RAW and want wider color gamut
- Avoid ProPhoto RGB for print (too wide, causes clipping)
- Never save in CMYK unless you have printer-specific profiles
File Formats: What Works Best
Different formats suit different workflows. Here's what to use:
| Format | Best For | Notes |
|---|---|---|
| TIFF | High-end prints, archival work | Lossless, supports layers, large file size |
| JPEG | Most prints, web catalogs | Save at max quality (10-12), widely compatible |
| PNG | Graphics with transparency | Lossless but larger than JPEG |
| RAW | Editing, not final output | Convert to TIFF or JPEG after editing |
Sharpening for Print
Prints need more sharpening than screen images because ink absorbs into paper. Apply output sharpening as the final step before sending to print.
- Matte papers: More aggressive sharpening (ink absorbs more)
- Glossy/baryta papers: Moderate sharpening (ink sits on surface)
- Canvas: Less sharpening (texture provides apparent detail)
Paper Selection Guide
Paper choice dramatically affects how your image reproduces. Here's how to match paper types to your work.
Matte Fine Art Papers
Best for: Fine art, watercolor-style work, subtle tones, museum presentation
Characteristics:
- Soft, non-reflective surface (no glare under gallery lighting)
- Subtle texture enhances tactile quality
- Excellent for mid-tones and gentle gradients
- Slightly muted blacks compared to glossy papers
- Premium feel, often 100% cotton rag construction
Examples: Hahnemühle Photo Rag, Canson Platine, Epson Hot Press Bright
Baryta & Luster Papers
Best for: Photography, high-contrast images, deep blacks, vibrant colors
Characteristics:
- Semi-gloss finish with excellent color pop
- Deep, rich blacks and extended tonal range
- Traditional darkroom-like appearance
- Smooth surface shows fine detail exceptionally well
- Some glare in direct light (less than full gloss)
Examples: Hahnemühle Fine Art Baryta, Canson Baryta Prestige
Textured & Specialty Papers
Best for: Artistic effects, painterly work, unique presentation
Options:
- Canvas: Painterly feel, ideal for reproductions of original paintings
- Watercolor texture: Adds organic feel to fine art prints
- Metallic: Adds sheen and dimension to vibrant images
- Silk: Soft finish between matte and gloss
Quick Selection Guide
| Your Work | Recommended Paper |
|---|---|
| Landscape photography | Baryta or luster for color pop |
| Black & white photography | Baryta for deep blacks, matte for classic feel |
| Portraits | Matte or silk for soft skin tones |
| Abstract art | Matte fine art or textured |
| Paintings (reproductions) | Canvas or textured fine art |
| Vibrant graphics | Gloss or metallic |
Pricing Strategy
Print pricing balances three factors: production cost, perceived value, and competitive positioning. Here's how to price profitably without racing to the bottom.
Understanding Print Costs
Your base cost includes:
- Production: Printing, paper, labor (varies by size and substrate)
- Shipping: Packaging materials, postage, handling
- Platform fee: If applicable (Nelori charges $0 commission, only subscription)
Typical production costs range from $15-$25 for small prints (8×10) to $60-$120 for large prints (24×36), depending on paper quality.
Markup Guidelines
Industry standard markup ranges:
- 2-2.5x cost: Entry-level pricing for emerging artists
- 3-4x cost: Mid-tier pricing for established portfolios
- 5x+ cost: Premium pricing for recognized work or limited editions
Example calculation:
16×20 print on baryta paper:
- Production cost: $45
- 3x markup: $135 retail price
- Your margin: $90 per print
Psychological Pricing
Small adjustments affect buyer perception:
- Round numbers ($100, $150) signal premium quality
- Just-below pricing ($99, $149) suggests value/deal
- Avoid odd cents ($99.99 feels cheap for art)
- Price ladders encourage upsells (small $75, medium $150, large $300)
Limited Editions & Tiered Pricing
Scarcity increases perceived value. Consider offering prints in tiered editions:
- Open edition: Unlimited, lower price point ($75-$150)
- Limited edition: Numbered run (e.g. 1/50), mid-tier ($250-$500)
- Artist proof: Very limited (1/10), premium ($500-$1500+)
Document your edition policy clearly and honor it strictly to maintain collector trust.
Marketing Your Catalog
Great prints don't sell themselves. Here's how to get your catalog in front of buyers who value quality.
Where to Share Your Catalog
- Instagram: Link in bio, Stories highlights, post captions
- Email list: Launch announcements, new work releases
- Website: Dedicated shop page or embedded catalog
- In-person: QR codes at exhibitions, shows, studio visits
- Collaborations: Partner with interior designers, galleries, curators
Content That Converts
Show the value beyond the image:
- Process videos: Behind-the-scenes creation builds connection
- Unboxing/install: Show packaging quality and scale in real spaces
- Paper comparisons: Educate buyers on material differences
- Collector testimonials: Social proof from satisfied buyers
- Limited drop announcements: Create urgency and exclusivity
Optimization for Discovery
Make your catalog findable:
- SEO-friendly titles: "Coastal Sunset Photography Print" beats "Untitled #47"
- Detailed descriptions: Mention paper type, size options, subject matter
- Alt text on images: Helps search engines and accessibility
- Custom domain: Builds brand recognition (available on Pro plans)
Best Practices for Success
Start Small, Scale Smart
Don't upload your entire portfolio at once. Launch with 5-10 of your strongest images, test pricing and buyer response, then expand based on what sells. This minimizes upfront work and helps you learn what resonates.
Offer Fewer Options Per Image
Too many choices paralyze buyers. For each image, offer 2-3 sizes and 1-2 paper types. More options don't increase sales, they increase decision fatigue.
Communicate Clearly
Set accurate expectations on shipping times, paper characteristics, and return policies. Transparency builds trust and reduces buyer anxiety. A clear refund/reprint policy actually increases conversions.
Collect Email Addresses
Even if someone doesn't buy today, capturing their email lets you announce new work, sales, or exclusive drops. Your email list is your most valuable marketing asset.
Track What Works
Pay attention to views, quote requests, and conversion rates per listing. Double down on what sells, retire what doesn't. Let data inform your creative and business decisions.