Before giclee, lithography and traditional printing methods were used if the artist wanted to market reproductions of original artwork.
While effective, these methods had serious drawbacks:
First and foremost, a high output number would compromise the value of any reproduction.
Second, the quality of 4 color copies limited the color rendition of such reproductions. Also, the choice of substrates was dismal compared to Giclee.
The advent of high-end digital printmaking has opened a new world for artists: more paper choices, better color, limited production. Giclee printing has revolutionized the marketing and quality of commercial art.
On a pure marketing standpoint, artists who have shows and lectures can now suggest giclees to potential buyers. Collectors in particular want to buy art that is not made in mass quantities. When buying giclees they are assured to possess something rare and exquisite.
Giclees are well established in the art world; they are bought and sold in world class auctions as well as in galleries.
When pricing your giclee edition for sale the general guideline is to go between 1/2 and 1/5th of the price of the original. The pricing is influenced by the number in the series as well the print number in relation to the edition. Print #90 out of 100 will command a higher price than print #10. This is because as we approach the end of the series the value increases. Embellishing prints by painting over with your medium of choice also commands higher prices.
Many artists do not sell originals at all to establish a solid giclee market and attract clients who only want art which is not "a second best". Also, for digital art it is up to the artist to price the market.
Sometimes an original does not sell because it is priced too high. Sometimes it is just because the art does not have a captive market. I have a client in North Carolina who makes beautiful abstracts printed on canvas; when he went to a local art show, all he could see that was selling were landscapes and still life art. Needless to say he did not have any bites. Well, his art was very modern and would have appealed to the owner of a modern loft in Tribeca or Chelsea!
My point is that the art needs to be selleable whether it is a giclee or an original. If your originals do not sell, wait until they do or at least generate interest before you dive into making limited editions.
Last but not least, if you decide to choose a printmaker, check their references. Do not be afraid to ask what their background is: there is a great deal of color theory, Photoshop skills and artistic talent and experience needed to achieve great results. I have posted a few articles in our blog to give readers insight on marketing and technical issues.
Happy reading!
Fabio Braghi
Fine Art Giclee Printing
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