A Guide to Growing Your Watercolor Career 

Portfolios, Pricing, Prints & More 

 by Elizabeth Ragona. © 2025 Alabama Art Supply.

Taking your watercolor paintings from personal passion to professional success requires more than just creativity—it’s about knowing how to present, price, and promote your work. Whether you're looking to build a strong portfolio, sell original art and prints, accept commissions, or enter competitions and art shows, having a clear strategy can make all the difference. In this guide, we’ll explore the essential steps for turning your watercolor paintings into a thriving artistic career, helping you navigate pricing, selling, and showcasing your work with confidence.

Pro Tip: Many of these topics and recommendations can be applied to acrylic and oil painters, potters, and other artisans.

 

Table of Contents

• Building a Watercolor Portfolio
• Selling and Pricing Watercolor Paintings
• Watercolor Pricing Chart
• Where to Sell – Online Platforms, Galleries, Art Fairs
• Creating Watercolor Prints – High-Quality Scanning & Printing Methods
• Recommended Printers for Artists Printing Their Own Art Prints
• Best Paper Types for Printing Watercolor Art Prints
• Optimal Printer Settings for Watercolor Prints
• Using ICC Profiles for Color Accuracy
• Additional Pro Tips for Printing Watercolor Art
• Pricing Prints for Watercolor Artists
• Common Pricing Formulas for Prints
• Pricing Limited vs. Open Edition Prints
• Where to Sell Prints
• Print Pricing Chart (Example)
• Additional Tips for Pricing and Selling Prints
• Commission Work – Setting Up Custom Watercolor Painting Orders
• Watercolor Competitions, Societies, and Exhibitions
• Submitting to Art Shows – Preparing Watercolors for Exhibition
• Setting Up Your Art Fair Tent or Booth for Success

Building a Watercolor Portfolio – For Galleries, Clients, or Online Sales

A strong watercolor portfolio is essential for professional artists seeking representation, clients, or online success.

Key Elements of a Successful Watercolor Portfolio

Curate Your Best Work

• Include 10-20 strong pieces that showcase your style, technical ability, and range.
• Focus on a consistent theme (landscapes, portraits, abstracts, etc.) for a cohesive presentation.

High-Quality Images

• Use 300 DPI resolution for print portfolios and lower-resolution web versions for online portfolios.
• Crop images to remove distractions like frames or backgrounds.

Include a Brief Artist Statement

• Describe your style, inspiration, and process in 2-3 paragraphs.
• Consider having a professional photograph taken of you in your studio or with your art.

Organize by Category

• If your work varies, create sections for different styles or subjects (e.g., florals, abstracts, landscapes).

Add Titles, Sizes, and Mediums

• Include essential details like painting dimensions, paper type, and techniques used.

Create an Online Portfolio

Use platforms like:

• Personal Website (Wix, Squarespace, WordPress)
• Instagram or Behance for social engagement
• Etsy or Saatchi Art for selling

Printed Portfolio for Galleries & Exhibitions

• A physical portfolio book with professional prints can impress gallery owners and curators.

Pro Tip:

Keep your portfolio updated as you create new work. Remove weaker pieces over time to maintain a strong presentation.

Selling & Pricing Watercolor Paintings

Selling watercolor paintings requires understanding pricing strategies, sales channels, and presentation techniques. Whether you sell originals, prints, or commissioned artwork, having a professional approach ensures success. 

How to Price Watercolor Art – Factors to Consider

Pricing watercolor paintings can be challenging because prices vary based on size, materials, skill level, and market demand. Consider these factors when setting prices:

Cost of Materials

• High-quality paper (100% cotton) and professional-grade paints cost more than student-grade supplies.
• If framing is included, factor in the cost of matting, glass, and mounting.

Time & Effort

• More intricate paintings require hours of layering and detail work, which should be reflected in the price.
• Track how many hours a piece takes and set an hourly rate.

Size & Complexity

• Larger paintings generally sell for more due to increased materials and time.
• Highly detailed work should be priced higher than simple washes or abstract pieces.

Skill & Reputation

• Established artists can charge higher prices than beginners.
• Artists who have won awards, exhibited in galleries, or been featured in media have higher perceived value.

Market Demand & Location

• Paintings sell at different price points depending on the market and audience.
• Urban buyers and gallery collectors may pay more than casual art buyers at craft fairs.

Common Pricing Methods for Watercolors

• Square Inch Pricing – Multiply the size of the painting (height × width) by a set dollar amount (e.g., $2-$5 per sq. inch).
• Hourly Rate + Material Costs – Calculate total hours spent painting, add material costs, and factor in a profit margin.
• Comparison to Other Artists – Research similar artists and price accordingly.

Pro Tip:

Keep pricing consistent—don’t undervalue small pieces or overprice larger ones beyond market standards.

Watercolor Pricing Chart

How to Use the Watercolor Pricing Chart

Pricing artwork can be challenging, but this chart provides a structured way to determine fair pricing based on art size and desired hourly rate. The first column lists standard painting sizes, while the second column shows the total square inches for each. The top row displays hourly rates ranging from $10 to $100 per hour. The chart calculates pricing using a baseline formula of one hour per 100 square inches, ensuring that larger pieces account for increased time and effort.

Artists can use this as a starting point, adjusting for material costs, complexity, and experience level. Whether selling original paintings, commissions, or gallery pieces, this guide helps establish consistent and professional pricing.

Size (inches)	Total Sq Inches	$10/hr	$20/hr	$30/hr	$40/hr
8x10	80	$ 8.00	$ 16.00	$ 24.00	$ 32.00
9x12	108	$ 10.80	$ 21.60	$ 32.40	$ 43.20
11x14	154	$ 15.40	$ 30.80	$ 46.20	$ 61.60
12x16	192	$ 19.20	$ 38.40	$ 57.60	$ 76.80
16x20	320	$ 32.00	$ 64.00	$ 96.00	$ 128.00
18x24	432	$ 43.20	$ 86.40	$ 129.60	$ 172.80
20x24	480	$ 48.00	$ 96.00	$ 144.00	$ 192.00
22x28	616	$ 61.60	$ 123.20	$ 184.80	$ 246.40
24x30	720	$ 72.00	$ 144.00	$ 216.00	$ 288.00
24x36	864	$ 86.40	$ 172.80	$ 259.20	$ 345.60
30x40	1200	$ 120.00	$ 240.00	$ 360.00	$ 480.00
36x48	1728	$ 172.80	$ 345.60	$ 518.40	$ 691.20
40x60	2400	$ 240.00	$ 480.00	$ 720.00	$ 960.00

 

Size (inches)	$50/hr	$60/hr	$70/hr	$80/hr	$90/hr	$100/hr
8x10	$  40.00	$  48.00	$ 56.00	$ 64.00	$  72.00	$ 80.00
9x12	$ 54.00	$ 64.80	$ 75.60	$ 86.40	$ 97.20	$ 108.00
11x14	$ 77.00	$ 92.40	$ 107.80	$ 123.20	$ 138.60	$ 154.00
12x16	$ 96.00	$ 115.20	$ 134.40	$ 153.60	$ 172.80	$ 192.00
16x20	$ 160.00	$ 192.00	$ 224.00	$ 256.00	$ 288.00	$ 320.00
18x24	$ 216.00	$ 259.20	$ 302.40	$ 345.60	$ 388.80	$ 432.00
20x24	$ 240.00	$ 288.00	$ 336.00	$ 384.00	$ 432.00	$ 480.00
22x28	$ 308.00	$ 369.60	$ 431.20	$ 492.80	$ 554.40	$ 616.00
24x30	$ 360.00	$ 432.00	$ 504.00	$ 576.00	$ 648.00	$ 720.00
24x36	$ 432.00	$ 518.40	$ 604.80	$ 691.20	$ 777.60	$ 864.00
30x40	$ 600.00	$ 720.00	$ 840.00	$ 960.00	$ 1,080.00	$ 1,200.00
36x48	$ 864.00	$ 1,036.80	$ 1,209.60	$ 1,382.40	$ 1,555.20	$ 1,728.00
40x60	$ 1,200.00	$ 1,440.00	$ 1,680.00	$ 1,920.00	$ 2,160.00	$ 2,400.00

 

Where to Sell – Online Platforms, Galleries, Art Fairs

There are multiple ways to sell watercolor paintings, each with different advantages.

Online Marketplaces & Websites

• Etsy – Popular for handmade artwork and prints, with a built-in audience of buyers.
• Saatchi Art & Fine Art America – Great for selling originals and high-end prints.
• Redbubble & Society6 – Allows artists to print their work on merchandise like phone cases and apparel.
• Instagram & Facebook Shops – Direct-to-buyer sales through social media.
• Personal Website (Wix, Shopify, Squarespace) – Full control over branding and pricing without marketplace fees.

Best For: Artists who want to sell internationally, reach a broad audience, and maintain a digital presence.

Art Galleries & Local Exhibitions

 

• Galleries handle marketing and sales but take a commission (often 30-50%).
• Local shows and pop-up exhibitions allow artists to gain exposure and build a reputation.

Best For: Artists looking for higher-end buyers and collectors.

Art Fairs, Craft Markets, & Local Events

• Selling at art fairs and farmer’s markets provides direct customer interaction.
• Artists can sell originals, prints, and small works at accessible price points.
• Best For: Artists who enjoy in-person sales and networking with customers.

Visit our Art Events in Alabama page to find events that you may be able to apply for.

Pro Tip: Having a mix of originals, prints, and smaller affordable items maximizes sales opportunities at in-person events.

Creating Watercolor Prints – High-Quality Scanning & Printing Methods

Selling prints of your watercolor artwork allows you to reach more buyers at lower price points while still maintaining the value of your originals.

Scanning & Digitizing Artwork

• Use a high-resolution scanner (600-1200 DPI) for professional-quality scans.
• Adjust colors, contrast, and saturation in Photoshop to match the original painting.

Choosing Print Materials

• Giclée Prints on Archival Paper – The highest-quality fine art prints with long-lasting pigment ink.
• Standard Art Prints – Printed on thick matte or glossy cardstock for affordability.
• Canvas Prints – Gives a painted effect but may reduce transparency compared to paper prints.

Printing at Home vs. Professional Print Shops

• Home printing is cost-effective for small runs but requires a high-end inkjet printer.
• Professional printing (local print shops, Giclée labs) ensures museum-quality results with fade-resistant inks.

Selling Prints Online or in Person

• Offer multiple sizes (5x7, 8x10, 11x14) to appeal to different buyers.
• Package prints with clear protective sleeves and backing boards for a professional look.

Pro Tip: Sign and number limited edition prints to create exclusivity and increase value.

Recommended Printers for Artists Printing Their Own Art Prints

If you want to produce high-quality art prints at home, investing in a professional-grade printer is essential. Here are some of the best printers for artists, categorized by print quality, paper compatibility, and budget:

Best High-End Giclée Printers (Fine Art & Archival Quality)

These printers are designed for gallery-quality fine art prints, using pigment-based archival inks for superior longevity.

Epson SureColor P800 / P900

• Print Size: Up to 17 inches wide (P900), up to 13 inches wide (P800)
• Ink Type: UltraChrome HD Pigment Ink (9-color system for deep blacks & vibrant colors)
• Media Compatibility: Thick fine art papers, watercolor paper, canvas
• Best For: Artists who need high-resolution, professional-quality prints with archival longevity.
• Price Range: $1,200 - $1,500

Canon imagePROGRAF PRO-1000

• Print Size: Up to 17 inches wide
• Ink Type: LUCIA PRO 11-Color Pigment Ink System
• Media Compatibility: Handles heavyweight papers & thick media
• Best For: Artists seeking high-end color accuracy & deep contrast for fine art prints.
• Price Range: $1,200 - $1,400

Epson SureColor P600 / P700

• Print Size: Up to 13 inches wide
• Ink Type: UltraChrome HD Pigment Ink (9-color system)
• Media Compatibility: Supports heavy fine art papers
• Best For: Artists who want near-giclée quality prints at a lower price.
• Price Range: $800 - $1,000

Best Mid-Range Printers (Great for Artists & Small Businesses)

These printers offer excellent quality for prints and small-scale reproduction at a lower price than high-end giclée models.

Epson EcoTank Photo ET-8550

• Print Size: Up to 13 inches wide
• Ink Type: 6-color Claria ET Pigment Inks
• Media Compatibility: Works with photo papers, card stock, and fine art paper
• Best For: Artists printing medium-size prints affordably with a refillable ink system.
• Price Range: $600 - $700

Canon PIXMA PRO-200

• Print Size: Up to 13 inches wide
• Ink Type: 8-color dye-based system (ChromaLife100+)
• Media Compatibility: Works well with glossy, semi-gloss, and matte fine art papers
• Best For: Artists looking for high-quality, color-rich prints at a reasonable price.
• Price Range: $500 - $600

Best Budget Printers for Entry-Level Artists & Hobbyists

If you're looking for affordable, good-quality prints without the cost of high-end models, these are solid options.

Epson Expression Photo HD XP-15000

• Print Size: Up to 13 inches wide
• Ink Type: 6-color Claria Photo HD Inks
• Media Compatibility: Handles photo and matte papers well
• Best For: Artists who want vibrant prints without a high investment.
• Price Range: $300 - $400

Canon PIXMA TS9521C

• Print Size: Up to 12x12 inches (square) or 11x17 inches
• Ink Type: Dye-based 5-color system
• Media Compatibility: Good for lightweight prints, stickers, and greeting cards
• Best For: Artists on a budget printing small-scale prints or greeting cards.
• Price Range: $200 - $250

Key Factors to Consider When Choosing an Art Printer

Ink Type:

• Pigment-based inks (like Epson SureColor & Canon imagePROGRAF) last 100+ years for archival prints.
• Dye-based inks (like Canon PIXMA) are cheaper but fade faster.

Paper Handling & Size:

• Choose a printer that supports heavy fine art paper if printing watercolor reproductions.
• Consider print size needs—some printers max out at 13 inches wide, while others go up to 17 inches wide.

Cost of Ink Replacement:

• Giclée printers use 8-12 ink colors but have higher ink costs.
• Refillable ink systems (like Epson EcoTank) save money in the long run.

Final Recommendation

• For museum-quality fine art prints → Epson SureColor P900 or Canon imagePROGRAF PRO-1000
• For professional-quality prints at a lower price → Epson SureColor P700 or Canon PIXMA PRO-200
• For budget-friendly, solid-quality prints → Epson XP-15000 or Canon PIXMA TS9521C

Best Paper Types for Printing Watercolor Art Prints

Choosing the right paper for printing watercolor reproductions is crucial for maintaining texture, color accuracy, and archival quality. Below are some of the best paper options, categorized by finish, weight, and compatibility with printers.

Fine Art & Giclée Papers (Best for High-End Prints)

These papers mimic traditional watercolor paper and are ideal for museum-quality archival prints.

Best Fine Art Papers for Watercolor Prints

Best For: Artists who need museum-quality, archival-grade prints with rich color depth.
Works Well With: Epson SureColor P900, Canon imagePROGRAF PRO-1000, and other giclée printers. 

Paper Name	Weight	Finish	Best For
Hahnemühle German Etching	310gsm	Textured (like cold-press watercolor paper)	High-end giclée prints, textured reproductions
Canson Infinity Aquarelle Rag	310gsm	Textured, matte	Watercolor reproductions with an authentic paper feel
Epson Cold Press Bright	300gsm	Softly textured, bright white	Rich, deep colors with texture retention
Epson Hot Press Bright	330gsm	Smooth matte	Artists preferring crisp detail and smooth finishes
Moab Entrada Rag Natural	290-300gsm	Warm-tone, textured	Soft color reproduction with a classic watercolor look
Legion Cold Press Watercolor	315gsm	Textured	Artists wanting traditional watercolor texture

Matte & Velvet Fine Art Papers (Best for Everyday Fine Art Prints)

These are premium but more affordable alternatives to giclée watercolor papers.

Best Matte Papers for Watercolor Prints

Best For: Artists selling prints at mid-range pricing who want a balance between affordability and high quality.
Works Well With: Epson SureColor P700, Canon PIXMA PRO-200. 

Paper Name	Weight	Finish	Best For
Hahnemühle Photo Rag	308gsm	Soft matte, slight texture	Smooth, soft color transitions
Red River Palo Duro Etching	310gsm	Velvet matte	Deep, rich colors for artistic prints
Canson Infinity Edition Etching	310gsm	Matte, subtle texture	Professional-quality fine art prints

Heavyweight Cardstock (Best for Greeting Cards, Posters, & Budget Prints)

These papers are thick and sturdy, great for greeting cards, art prints, and posters.

Best Heavyweight Papers for Everyday Printing

Best For: Artists producing bulk prints, greeting cards, or lower-cost reproductions.
Works Well With: Epson XP-15000, Canon PIXMA TS9521C, Epson EcoTank ET-8550.

Paper Name	Weight	Finish	Best For
Epson Ultra Premium Presentation Matte	192gsm	Matte	Budget-friendly art prints
Canon Pro Premium Matte	210gsm	Matte	Greeting cards & posters
Red River Polar Matte	230-300gsm	Bright white matte	Affordable prints with good color contrast

Canvas & Specialty Papers (For Unique Watercolor Print Textures)

For artists who want canvas-like prints or a different aesthetic, consider these options:

Best Canvas & Specialty Papers

Best For: Artists who want canvas or textured surfaces beyond standard paper.
Works Well With: Giclée printers with pigment-based inks (Epson SureColor P900, Canon PRO-1000). 

Paper Name	Weight	Finish	Best For
Epson Exhibition Canvas Matte	350gsm	Canvas-textured	Stretched canvas prints
Breathing Color Lyve Canvas	450gsm	Textured	High-end canvas reproductions
Red River Aurora Art Natural	250gsm	Warm-tone, textured	Vintage-style watercolor prints

Pro Tips for Printing Watercolor Art

• Use Pigment-Based Ink for Longevity – Pigment inks last 100+ years, while dye-based inks fade faster.
• Choose Paper Based on Desired Texture – Cold press textures for realism, hot press for fine details.
• Always Print at 300 DPI or Higher – Ensures sharp details and rich colors.
• Test Small Prints Before Large Batches – Different papers absorb ink differently; do test runs first.
• Paper Makes the Print! - Better quality paper results in better quality prints.

Final Thoughts

• For archival-quality fine art prints, Hahnemühle German Etching or Epson Cold Press Bright are the best.
• For budget-friendly but great-quality prints, Red River Palo Duro Etching or Epson Ultra Premium Matte work well.
• For greeting cards and casual prints, Canon Pro Premium Matte is a solid option.

Optimal Printer Settings for Watercolor Prints

Using the correct printer settings ensures that your watercolor prints maintain accurate colors, crisp details, and professional quality. Below is a breakdown of the key settings for different types of printers, papers, and ink types.

Essential Printer Settings for High-Quality Watercolor Prints

Resolution (DPI – Dots Per Inch)

• Set to at least 300 DPI for high-quality fine art prints.
• If printing highly detailed or large prints, 600 DPI can improve clarity.
• Avoid printing below 240 DPI, as it may reduce detail and sharpness.

Color Mode

• Use RGB for digital display (e.g., online listings, digital files).
• Use CMYK for printing – Ensures color accuracy in printed results.

Printer Settings for Best Watercolor Print Quality

Different printers have unique settings. Here’s how to optimize them:

Epson SureColor (P900, P700, P600, etc.)

• Media Type: Select "Fine Art Paper" (if using watercolor-like paper) or “Canvas” (for canvas printing).
• Color Mode: Adobe RGB (Preferred) or sRGB if using ICC profiles.
• Paper Thickness: Adjust for heavier paper (if printing on 300gsm+ paper).
• Print Quality: Highest Quality / Max DPI (turn off draft or fast mode).

Canon imagePROGRAF PRO-1000 & PIXMA PRO-200

• Media Type: "Fine Art Paper" / “Matte Photo Paper” (for smooth prints) or "Watercolor Paper" (for textured papers).
• Print Quality: High / Maximum DPI
• Color Profile: Use ICC profiles for color accuracy (see below).
• Paper Thickness: Enable manual feed for heavy papers (prevents smudging).

Epson EcoTank ET-8550 & XP-15000 (Mid-Range Printers)

• Paper Type: Premium Presentation Matte (if using thick paper).
• Print Quality: Best / Max Resolution.
• Paper Handling: Enable borderless printing if needed.

Using ICC Profiles for Color Accuracy

Many professional-grade papers come with custom ICC profiles for printers, ensuring accurate color reproduction.

Why Use ICC Profiles?

• Prevents color shifts (e.g., colors looking too warm or cool).
• Optimizes ink usage, preventing excessive saturation.
• Ensures consistency across multiple prints.

How to Use ICC Profiles

1. Download the ICC profile for your specific printer + paper brand (from Hahnemühle, Red River, Canson, etc.).
2. Install the ICC profile on your computer (Mac or PC).
3. In Photoshop or Lightroom:
   1. Open Print Settings → Choose Color Management
   2. Select Use ICC Profile instead of "Printer Manages Colors."
4. Choose the correct ICC profile for the selected paper.

Additional Pro Tips for Printing Watercolor Art

• Print a Test Sheet First – Always test on smaller paper before running large prints.
• Use Matte Black Ink Instead of Photo Black – If your printer has dual black ink options, select matte black for watercolor-style prints.
• Let Prints Dry Completely – Allow at least 24 hours for ink to fully cure before framing or shipping.
• Use a Manual Feed Tray for Heavy Papers – Helps avoid printer jams with thick fine art papers.
• Avoid Overloading Ink – If prints appear too dark, reduce the saturation or contrast slightly in printer settings.
• For the best color accuracy, use ICC profiles and high-quality pigment inks. If your prints look too dark or too light, adjust the brightness and contrast settings in Photoshop or your printer's color management settings.

Pricing Prints for Watercolor Artists

Pricing prints effectively ensures that you cover costs, make a profit, and remain competitive in the art market. Below are key factors and pricing strategies to help you determine the best price for your prints.

Factors to Consider When Pricing Prints

To set fair and sustainable prices, consider the following:

Cost of Production

• Printing Costs – The cost of paper, ink, and wear on the printer if printing at home.
• Outsourcing Costs – If using a professional print shop or giclée service, include their pricing.
• Packaging Costs – Sleeves, backing boards, and mailers.
• Shipping Costs – Factor in average shipping expenses, including protective materials.

Time & Labor

• Even though prints are reproductions, time is still required for scanning, color correction, printing, packaging, and fulfillment.
• If prints are signed, numbered, or hand-embellished, factor in extra time spent on customization.

Market & Demand

• Research comparable artists selling similar prints online, at art fairs, or in galleries.
• Prices may vary depending on audience, exclusivity, and perceived value.
• Selling limited edition prints can increase value and justify higher pricing.

Common Pricing Formulas for Prints

There are different ways to price prints. Choose the one that fits your market and business model.

Method 1: Cost-Based Pricing (Basic Formula)

This method ensures that all expenses are covered, plus a profit.

Formula:

(Printing Cost + Packaging Cost + Shipping Cost + Time Spent) × Markup Factor = Selling Price

Example:

• Printing cost: $5 per print
• Packaging cost (sleeve + backing): $2
• Shipping supplies: $3
• Time spent per print (scanning, preparing files, printing, signing): $10/hour
• Markup factor: 2x or 3x (to ensure profit)
• Final Price: $10 (costs) × 2.5 = $25 per print

Method 2: Square Inch Pricing (Size-Based)

A common strategy in fine art, this formula sets pricing based on print size.

Formula:

Base Price + (Square Inches × Price Per Inch) = Selling Price

Example for 8x10” Print:

• Base price: $10
• Price per square inch: $0.50
• 8×10 = 80 square inches
• Final Price: $10 + (80 × 0.50) = $50 per print
• Adjust price per square inch based on demand and perceived value.

Method 3: Market-Based Pricing

• Set prices based on what buyers are willing to pay in your target market.
• Research similar artists and pricing ranges.
• Adjust based on quality, exclusivity, and audience demand.

Example Pricing Ranges for Artists Online:

• Small prints (5x7, 8x10): $20 - $40
• Medium prints (11x14, 12x16): $40 - $80
• Large prints (16x20, 18x24+): $80 - $200
• Best For: Artists selling on Etsy, art fairs, or through their own website who want to stay competitive.

   

Pricing Limited vs. Open Edition Prints

Limited Edition Prints

• Limited to a specific number (e.g., 50 or 100 total copies).
• Higher price point due to exclusivity.
• Often signed and numbered (e.g., 12/50).
• Can increase in value over time if the artist gains recognition.

Example:

• 11x14" open edition print: $50
• 11x14" limited edition print (of 50): $90-$150
• Best For: Artists looking to create exclusivity and increase perceived value.

Open Edition Prints

• Unlimited quantity, allowing for lower prices and bulk sales.
• More accessible to buyers.
• Still allows for customization (e.g., signed but not numbered).

Example:

• 8x10" open edition print: $25
• 16x20" open edition print: $60
• Best For: Artists who want steady passive income from print sales.

Where to Sell Prints

Online Platforms

• Etsy – Large customer base, easy to set up.
• Shopify / Personal Website – More control, no listing fees.
• Print-on-Demand (Redbubble, Society6, Fine Art America) – No upfront costs, but lower profit margins.

In-Person Sales

• Art fairs, craft markets, pop-up shops – Direct interaction with customers. Visit our Art Events in Alabama page for upcoming Art Fairs and Craft Markets.
• Local galleries & boutiques – Great for high-quality limited editions.
• Museum shops, coffee shops, and bookstores – Niche markets for specific themes.

Print Pricing Chart (Example)

Size (inches)	Total Sq Inches	$0.25/sq in	$0.5/sq in	$0.75/sq in	$1.0/sq in	$1.5/sq in
5x7	35	$ 8.75	$17.50	$26.25	$35.00	$52.50
8x10	80	$20.00	$40.00	$60.00	$80.00	$120.00
9x12	108	$27.00	$54.00	$81.00	$108.00	$162.00
11x14	154	$38.50	$77.00	$115.50	$154.00	$231.00
12x16	192	$48.00	$96.00	$144.00	$192.00	$288.00
16x20	320	$80.00	$160.00	$240.00	$320.00	$480.00
18x24	432	$108.00	$216.00	$324.00	$432.00	$648.00
20x24	480	$120.00	$240.00	$360.00	$480.00	$720.00
24x30	720	$180.00	$360.00	$540.00	$720.00	$1,080.00
24x36	864	$216.00	$432.00	$ 648.00	$864.00	$1,296.00
30x40	1200	$300.00	$600.00	$900.00	$1,200.00	$1,800.00
36x48	1728	$432.00	$864.00	$1,296.00	$1,728.00	$2,592.00

Additional Tips for Pricing & Selling Prints

• Offer Multiple Sizes & Price Points – Small, medium, and large options appeal to different buyers.
  Bundle Offers & Discounts – Offer discounts for multiple prints or "buy 2, get 1 free" deals.
  Include Certificates of Authenticity – For higher-end limited editions to increase perceived value.
  Test Prices & Adjust Over Time – Prices should reflect demand, experience, and market trends.

Final Thoughts

Setting prices for prints requires balancing affordability with profit. Use a pricing formula that covers costs, but also research market prices to stay competitive. If selling limited edition prints, price them higher due to exclusivity.

Commission Work – Setting Up Custom Watercolor Painting Orders

Commissioning watercolor paintings is a great way to earn consistent income by creating personalized artwork for clients.

Best Types of Watercolor Commissions:

• Pet Portraits – One of the most popular commission requests.
• Family & Wedding Portraits – Custom gifts for special occasions.
• Home & Architecture Paintings – Great for real estate and sentimental artwork.
• Botanical & Nature Art – Appeals to buyers looking for decorative, nature-inspired work.

Defining Your Commission Process

• Offer Different Commission Sizes & Prices – Provide a pricing guide so clients know what to expect.
• Require a Non-Refundable Deposit (30-50%) – Covers materials and ensures commitment.
• Have Clients Approve Sketches First – Prevents major revisions after the painting is complete.

Setting Up a Clear Agreement

• Discuss Details Upfront – Clarify subject, size, colors, and style.
• Set a Timeline – Let clients know how long it will take (2-6 weeks, depending on complexity).
• Define Revisions Policy – One minor revision is common, but additional changes may require extra fees.

Delivering the Final Artwork

• Offer shipping or local pickup options.
• Use acid-free packaging to protect the artwork.
• Include a certificate of authenticity if selling high-end commissions.

Pro Tip: Set up a commission request form on your website or social media to streamline inquiries.

Watercolor Competitions, Societies, & Exhibitions

Watercolor artists have numerous opportunities to showcase their work through competitions, societies, and exhibitions. Entering watercolor competitions and exhibitions can increase recognition, attract collectors, and open doors for artistic growth.

Whether you aim to become a member of a prestigious society, showcase your work in galleries, or sell online, having a well-prepared portfolio and professional approach will help you succeed. If you are looking to gain recognition, sell your work, or connect with other artists, understanding these opportunities can help advance your artistic career.

Major Watercolor Societies

Watercolor societies provide prestige, networking opportunities, and juried exhibitions for members. Many societies offer competitions, workshops, and grants for emerging and established artists.

American Watercolor Society (AWS) – USA

• One of the most prestigious watercolor organizations in the world.
• Hosts an annual juried exhibition where acceptance is highly competitive.
• Membership requires being juried into multiple AWS exhibitions before earning Signature status.

National Watercolor Society (NWS) – USA

• Known for fostering innovation and excellence in watercolor painting.
• Offers annual exhibitions, educational programs, and scholarships.
• Signature Membership is awarded after multiple accepted entries in NWS exhibitions.

Royal Watercolour Society (RWS) – UK

• One of the oldest watercolor societies, founded in 1804.
• Focuses on both traditional and contemporary watercolor practices.
• Becoming a member requires exhibiting at multiple RWS shows and selection by the society.

Royal Institute of Painters in Water Colours (RI) – UK

• Hosts international watercolor exhibitions.
• Members include some of the top watercolor artists in the world.

Transparent Watercolor Society of America (TWSA)

• Dedicated to pure transparent watercolor (no white paint, opaque pigments, or gouache).
• Hosts a major annual exhibition and grants Signature Membership to artists who have been accepted multiple times.

Canadian Society of Painters in Water Colour (CSPWC)

• National-level organization in Canada, supporting watercolor exhibitions and mentorship programs.

Other Notable Societies:

• Watercolor Society of Alabama
• Pennsylvania Watercolor Society
• California Watercolor Association
• Australian Watercolour Institute 
• International Watercolor Society (IWS) – A global organization with chapters in multiple countries.

Pro Tip: Joining a watercolor society can increase credibility, provide exhibition opportunities, and help artists connect with collectors and galleries.

Submitting to Art Shows – Preparing Watercolors for Exhibition

Submitting work to juried exhibitions requires preparation, as judges look for strong composition, technical skill, and originality. Here are the steps to successfully enter a Watercolor Art Show:

Choose the Right Exhibition

Research the style, themes, and requirements of the competition.
Some shows require only transparent watercolor, while others allow mixed media.

For a list of Art Events in Alabama, check out our comprehensive list here. Some of these events may still be accepting applications.

Prepare Your Watercolor Painting for Exhibition

• Use Archival Materials – 100% cotton paper, professional paints, and acid-free matting help maintain quality.
• Proper Framing – Most shows require white or off-white mats and simple black or wood frames.
• Glass vs. Plexiglass – Many exhibitions prefer plexiglass over traditional glass for safety.
• Include Hanging Hardware – D-rings and wires are usually required for proper display.

Photograph Your Artwork Correctly

• Use natural lighting or a professional scanner for high-resolution images.
• Avoid glare and distortion by photographing straight-on.

Follow Entry Guidelines Carefully

• Some exhibitions require digital submissions, while others need physical paintings.
• Meet all deadlines and double-check file formats if submitting online.
• Label & Ship Your Painting Properly
• Use protective packaging to prevent damage.
• Follow specific return policies if the painting is not sold.

Pro Tip: Entering regional, national, and international exhibitions can build credibility, increase exposure, and attract buyers.

Setting Up Your Art Fair Tent or Booth for Success

Participating in an art fair requires more than just great artwork—your setup plays a huge role in attracting customers and making sales. A well-organized, visually appealing booth helps showcase your work professionally and makes shopping easy for visitors.

Choosing the Right Tent & Layout

• Invest in a sturdy, weather-resistant tent with walls to protect your work. Popular brands include E-Z Up and Eurmax.
  
• Arrange artwork at eye level with hanging grids, easels, or panels like Pro Panels or mesh display walls.
  
• Use a folding table or shelves for prints, smaller framed works, or greeting cards.
  

Display & Organization Tips

• Keep it clean and professional—avoid clutter. Arrange pieces neatly with space to breathe.
  
• Use consistent framing and matting to create a cohesive look.
  
• Add spotlights or battery-powered lights if allowed—good lighting makes a difference.
  Include pricing signs so customers don’t have to ask.
  

Comfort & Practical Essentials

• Bring a comfortable chair, snacks, water, and weather protection (umbrella, fans, hand warmers, etc.).
  
• Use a cash box or card reader (Square, PayPal, or Venmo) to offer multiple payment options.
  
• Keep business cards and promo materials handy for potential customers.
  

Final Tip: Stand, smile, and engage with visitors—art fairs are as much about the experience and connections as they are about selling art!

 

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