How do artists price their work?

Pricing artwork is one of the most misunderstood aspects of an artist's practice. Contrary to popular belief, most artists do not simply pluck a number out of thin air.

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The core factors in art pricing

Professional pricing generally balances several considerations. These include materials, studio costs, time invested, experience, market position, demand, and consistency across a body of work.

Consistency is especially important. Collectors need confidence that similar works are priced fairly and that pricing follows a clear logic rather than changing arbitrarily. Sustainable pricing helps build trust between artists and collectors over time.

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Striking the right balance is key

Artists must also think long term. Pricing work too low can make it difficult to maintain a professional practice, while pricing too high can create barriers for collectors. Finding the right balance is an ongoing process.

David Roman's art pricing reflects both the practical realities of maintaining a studio practice and the deeper contemporary relevance of the work. Each painting is part of an ongoing exploration of what it means to be human during a period of unprecedented technological and cultural change.

The paintings are not created to maximise production volume or satisfy algorithms. They are slowly developed through observation, reflection, experimentation, and careful execution. That process requires time.

When collectors purchase original work, they are helping sustain that process and making future work possible. In many ways, they become participants in the continuation of the artistic journey.

Good pricing should benefit both artist and collector. It should reflect the true value of the work while ensuring collectors feel they are acquiring something meaningful, lasting, and unique.