Many artists have mixed feelings about releasing their artwork as limited editions. Choosing to limit the number of prints produced may give their buyers a feeling of exclusivity when they purchase, and it may also increase the value of the prints themselves. But limited additions also come with challenges and considerations. In this blog we will explore the pros and cons of limited editions in order to help artists make informed decisions when printing, marketing, and selling their work.
Pros of Limited Editions
Limited edition prints have been a factor in art marketing for centuries. They were a practical result of the fact that the masters used early printmaking techniques, like etching, which wore out over time and limited the number of top quality prints that could be made.
Modern printing techniques, like giclée printing, offer no practical limit to the number of prints that can be made. Nevertheless, artists like Picasso and Warhol used limited editions to offer collectible pieces to their customers at a lower price than originals. This long history of their use has built an expectation among the public that the most valuable fine art prints will be issued as limited editions.
The theory is straightforward. Because limited editions cap the number of prints produced, each print is more rare and exclusive. Collectors are often willing to pay more for artwork when they know only a few copies exist. This exclusivity enhances the perceived value of each print and may allow artists to price their work higher compared to open editions.
Limited editions can also enhance an artist’s reputation and prestige. By limiting the number of prints, artists can build their reputation for creating exclusive and collectible art. This approach can generate greater appeal among serious collectors and galleries interested in showcasing high-value pieces.
Limiting the number of prints can also increase demand among buyers. When collectors fear missing out on a rare piece, they may be more likely to purchase a print quickly, rather than taking their time with a purchase and perhaps deciding against it altogether. This demand often drives initial sales and helps artists gain traction in the market.
While all of these observations are potentially true, they depend a great deal on the reputation of the artist. While there may be a secondary market among collectors for the limited edition prints of famous artists, that simply isn’t the case for most working artists.
The primary reason I offer limited editions of my own work is just as a courtesy to my customers. Any art purchase is a compliment to the artist, and if I can repay that by offering a small enhancement to the perceived value of my work, I’m happy to do that.
Cons of Limited Editions
There can also be downsides to limiting the number of prints produced. While exclusivity can increase the value of each limited-edition print, it also limits the total number of sales that an artist can make. Once a limited edition sells out, the artist will no longer earn any revenue from that particular piece. For artists looking to maximize long-term earnings, open editions may be more financially beneficial.
This issue can largely be addressed by using smart strategies in defining your limited editions. In my own work I define my limited editions by size and material. So, for example, I may limit my 12×18 prints on cotton paper to an edition of 150. But if that edition sells out, I can issue a new edition on a different paper made from bamboo, hemp, or sugar cane fibers.
I also use a hybrid approach to limited editions. I issue prints smaller than 12×18 as open editions—so there is no limit on how many small prints I can make. And I use smaller editions for larger prints. Typically I’ll issue an edition of 150 at 12×18, 100 at 16×24, 50 at 20×30, and just 25 at larger sizes.
One thing to keep in mind is that, with giclée printing, it is not necessary to print an entire edition at once. Since the process is infinitely repeatable you can use a print-on-demand strategy for your editions.
To my mind, the principal downside of offering limited editions is the burden of record keeping. I issue a certificate of authenticity for each limited edition print and I make copies of these and keep them in a file folder. I literally have hundreds of folders dedicated to editions of different images at different sizes on different materials.
Making the Right Choice
For artists, choosing whether to release limited edition giclee prints depends on their overall goals and market strategy. For artists aiming to build a high-value, collectible brand, limited editions can be a powerful tool. However, artists seeking broader appeal and consistent income may better benefit from open editions or a combination of both strategies.
Giclée printing produces the highest quality reproduction so that every print in an edition is a faithful representation of the original. At Grand River Giclée we can help you determine the best approach to printing and marketing your work so that your edition sizes and pricing align with your artistic vision and financial goals. If you have any questions about giclée printing, please contact us. We will be more than happy to help you find the right solution.