Manual for Artists and Sellers on art24

Lea Kämpf

If you have ever wondered how to present yourself properly as an artist or art seller on art24, what you should pay attention to in your artist profile and what the prospective buyer expects from you, then you have come to the right place. Here are 7 tips to keep in mind.

For the basic purchase of a work of art, a "connection" with the artist needs to be established. A feeling, a relationship to the work is needed. If the work does not inspire anything in us, it will not be bought. Particularly in the online business, it is very important to establish this connection through the personal story behind the artworks and the artists.

What does the buyer expect from the artist's profile?


1. An honest, authentic profile. 

2. A personal description of the intentions.


What do you as an artist want to express with your work? What do you want to communicate to the viewer with the work? What exciting background story is there to the work? What makes it so special? By adding a personal note of the artist, so much can be conveyed to the prospective buyer in the description of the work. This is not meant to be talk, but is based on experience. 

As an art restorer I have had the opportunity to hold many works in my hands. Some of them seemed "quite nice" at first glance, but I did not engage more closely with the work than the first impression of the picture. Only when I researched about the artist, got information about the circumstance or the origin of the work, did I understand the value of the work. Or discovered the beauty of the painting when I "examined" it more closely, when I "got closer" to it, when I cleaned the dirt off it and admired the brushstroke. 

A good description of the work with meaningful keywords also makes it easier for visitors to find it. For example, if the word "nude" does not even appear in the title or description of a nude painting, how will our visitor find it by search term?


3. Qualitative photos of the artwork. Detailed photos that hat show the art piece closer from the front, in profile and from the back.


Furthermore: Detailed photos are important! As a viewer, you often don't get a feeling for the texture of the work from just a frontal image. As an artist, do you favour a strong, thick application of paint and dominant brush structures? Show this through photographs. Are there metallic, golden or silvery elements in the painting? Also photograph it from different angles to make these details shine. Are there valuable stamps or labels on the reverse? Show them!   

It is a work effort that is worthwhile in any case. Good photo quality, optimal exposure and appropriate cropping remain are the key.


4. Correct measurements. 

5. Correct technique and art style specifications.


Of course, a good description of the work and great photos will not help the prospective buyer if the information about the work is not correct. Pay attention to the correctness of the information: to the correct choice of art style and art technique. If, for example, a contemporary erotic image is suddenly (wrongly!) classified as a painting of the Romantic period, it will not only end up with the wrong interested parties, but will not even show up at all if someone consciously filters for contemporary works because it was categorised as a work of the Romantic period. 

The art team at art24 will be happy to advise you if you are unsure and help you make the right choice. Are you missing a certain technique or a specific style? Let us know and we will be happy to add it to our selection options.


6. Direct establishment of contact - possibility of viewing. 

7. Justified price.


Furthermore: Even if it is not suitable for every artist: Offer the possibility of viewings. This does not always have to happen physically but can also happen virtually through video calls. Such contact helps the viewer to get close to the work. At the same time, they get to know you as an artist or seller and may be inspired to make further purchases. 

Last but not least, the right selling price for the work is crucial. It is perhaps easy to say that the work should not be too expensive, but also not too cheap. If the selling price is too low, the prospective buyer will probably question the authenticity of the seller. A price that is too high could possibly initiate a price negotiation or scare off the prospective buyer straight away. 

What determines the right selling price?

We measure it, among other things, by the level of experience of the artist. Has the artist received artistic training? Have they been represented in exhibitions? How long have they been working as an artist? Apart from the value of the artist, the most important factor is, of course, the work of art itself, which is measured in terms of artistic style, artistic technique, dimensions, etc. What is the quality of the artwork? Was it painted in oil, in watercolour, in acrylic? Was it executed on paper, on wood, on textile? Is the sculpture made of stone, wood, plastic? Is it a collage, a photograph, a graphic print? 

An oil painting, for example, is generally estimated to be more expensive than a watercolour painting, because the painting medium naturally costs much more on the market.

With a historical work, there are additional aspects: What is the condition of the work? Is it in need of major restoration? What damage is there? Has it already undergone numerous revisions or restoration measures? How well has the provenance of the work been established? Is there a certificate of authenticity? There are many questions that determine the price of the work. 

Here too, the art24 art team is happy to advise the seller.

As a self-employed artist, you have to be good at promoting yourself these days. Social media are dominant and will remain important. Through our marketing team we can support our artists. We draw attention to your profile and your art through our social media. Do you have exhibitions, openings or exciting projects coming up? Are you looking for artists for a project? We share your concerns with our community. 

Mutual motivation, networking, sharing and your own commitment remain necessary in order to manifest yourself as a serious artist.

In order to be versatile and to be able to show yourself, at art24 you also have the opportunity to write a blog article. Take a look into our blogs, there are different formats. If you write stories, poems etc. in addition to your works, or if you are a scientist or a professional, possibly even belonging to a completely different discipline, write about it! 

The more diverse, the more you will be seen on art24.


You want to buy a piece of art online, but are too hesitant to do so? Read our blog on "Inhibitions in Buying Art Online".