How To Sell Large Art

Today we’re diving into a question I was asked recently by a fellow artist: how to sell more large paintings.

I think what happens to many artists is that we start painting quite small. It makes sense because it’s easier to find the room to work on smaller canvases or on paper, it's less expensive, and it feels like less of a commitment to work on those small pieces to build up your skills. But at some point, you might want to start painting and selling large pieces. Larger pieces command a higher price and are really satisfying to paint once you get used to it.

But what do you do when you’re known for your small pieces and can’t seem to move those larger works? I’ve got some practical tips and insights for you to help you successfully market and sell your large paintings so keep reading.

Before we dive into the specifics, it’s important that you understand the concept of showing more of the thing you want to sell. If you want to sell more large works, you need to feature them prominently in your marketing efforts. This means showcasing your large pieces on your website, your social media, and any other places you talk about your work. You need to talk about them, share the stories behind them, and highlight how special they are. If you want to sell it - you need to talk about it all the time.

It’s important to recognize that you have probably built an audience that primarily enjoys, expects, and can afford your smaller works. Converting these collectors into large-painting buyers or building a new audience interested in large art takes time and effort. So be patient and consistent in promoting your large works. Over time I’ve been able to shift the majority of my work to large paintings. It’s now what people know me for. 

Next, it’s crucial to understand your ideal market. Who are the buyers that typically invest in large works? Often, these are new homeowners, galleries, interior designers, and businesses looking for statement pieces. Research where your ideal buyers are and what they’re looking for in large artworks. Likely there are specific sizes and color palettes that work best for your market. Once you know what these are you can shift your work to meet these needs.

Large paintings also need to be presented in a way that shows their value. When marketing your large pieces, it’s essential that you use high-quality photos and videos to show your artwork is worth a prominent place in your collector's home. Providing photos of your work staged in a beautiful space can help potential buyers visualize how the piece will look in their own home. However you choose to photograph or style your work, just be sure the quality of your images reflects the quality of your work.

And speaking of qualities - large artworks often come with the opportunity to really tell a story about the creation and the inspiration of the piece. Make sure to highlight these features in your descriptions and marketing materials. Sharing the story behind the artwork can create a deeper connection with potential buyers and that can lead to a purchase.

Because large works often come with much higher price tags, your existing collectors may have a little sticker shock. If you can offer installment plans or layaway plans this can make it easier for buyers to commit to purchasing a large piece without feeling put off by the upfront cost. I have a simple ShopPay option on my website that allows people to pay in three installments.

—

So, let’s talk a little more about growing your audience to include more large-artwork buyers. Of course you can use social media to share stunning images and videos of your large works. But, as I've talked about before in the past, my favorite way to grow my audience is by using OPAs. If don't already know how to leverage OPAs, you basically build relationships with other people who likely have your ideal clients in their audience already. By reaching out to interior designers, architects, and other professionals who are often on the lookout for statement pieces to complete their projects you can get new eyes on your work - the eyes of people looking to buy larger art.

And the other OPAs that you may have good luck with are art fairs and exhibitions. Some of these events attract serious buyers who are interested in investing in art. Just make sure you really research the opportunity first. An equal number of these events attract people who are just looking for something fun to do on a Sunday afternoon. I myself don’t participate in art fairs, but would if there were better opportunities near me.

So that’s it for me. Thanks for reading and until next time, keep creating and believing in the impact of your art!

All the best,

Jennifer