WHY CONFUSING ART PRICING PUSHES BUYERS AWAY (AND HOW TO MAKE IT CLEAR)
- Marc Morgenstern
- Apr 9
- 2 min read

Art pricing often feels mysterious to buyers. They will look at one thing you’ve sold for $20, and another that you’ve sold for $200 and not understand the reasons why.
When people don’t understand what they’re paying for, they usually don’t pay for anything at all.
The problem is that there is no clear value structure. Buyers often wonder why art is priced the way it is. You can certainly clear up any confusion by letting them understand the process and the final delivery. Is it a simple motion graphic that you have templated, or are you building a file from scratch? What kind of research do you have to do to realize the buyer’s needs, or are you just one step above of a stock site that they don’t want to pay hundreds of dollars to subscribe to?
What is the final usage? This is important, so you know what you are in for. You did a music sting for a local business, you think they are only going to play it in a local market, and it ends up on the Superbowl®. Should you be paid more? Probably.

How Artists Can Allay This on Artist Armor
Simply explain your pricing logic. If it’s artwork, base it on size, exclusivity, or licensing scope. Make sure you discuss where it will be displayed, and adjust your price accordingly.
One way to determine how your creative should be used is the three tiered system: Personal use, commercial use, and exclusive rights.
For personal use, they agree to use it only in conjunction with their own personal activities. They like a cartoon you’ve made, and they are going to put it on their wall. But if that cartoon is reproduced, and sold, given away or used in conjunction with a business, then it is for commercial use. Businesses are going to be making money off your work, you should be compensated for that. If the business wants to use your artwork, and doesn’t want you to relicense or sell it to anyone else, then they are looking at an exclusive contract. They should be paying you not to reuse your art.
The result is that businesses should have money to spend, Owners understand what being in business is, otherwise they they shouldn’t be in business - so transparency about your art will make purchasing easier and faster.






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