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A beginners guide to marketing images with mats
by Jim Fishwick, Manager, MatShop
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Professional
and semi-professional artists and photographers must effectively
market their images. This market is very competitive, and keeping
costs down while using quality materials is of prime importance.
Thoroughly professional ways of presenting your product in an effective
manner is essential. In some instances an image can be marketed
by itself, but more often an art mat is used, and at times a frame
is added.
Some of the common places to marketing matted images are through
retail stores, street markets, art and photography exhibitions,
craft shows and find raising projects. You will find a lot of competition
with any of these alternatives, so you must be prepared to provide
the best possible product at the least price. Assuming you have
a photo or artwork that is readily sellable, there are ways to present
that product to the end user in a highly attractive manner.
Using art mats: Try putting your artwork behind several different
mats. This can be done at most photo stores, or use the corner samples
at a custom cutting counter. It becomes readily apparent that the
perception of the image changes radically with different combinations
of colors. Most will enhance the image, and some will stand out
immediately as excellent choices. In most cases double mats will
work best, but images without bright colors will often work best
with a single mat. Adding a single or double mat will usually be
cost efficient, as most end-users will appreciate the added value.
Here are some fundamental ideas when considering using art mats.
Single mats: If a single mat is used, it is often safest
and most desirable to use a neutral color, such as off white, Cream,
light Grays etc. These go very well with most images and fit into
most home settings. If you wish a stronger color, try to match the
mat color with a dominant color in the image. i.e. Lots of dark
green trees in the picture, use a dark green mat. For black and
white photographs, off-white mats with a black core are very effective.
Using a double mat: Double mats add considerably to the richness
of the presentation. The safest method is to use a neutral outer
mat, and a color for the inner mat that matches a dominant color
in the image. The amount of the inner mat that can be seen is called
the “reveal”, and varies with the size of the mat. A reveal of 3/16”
is close to being an industry standard, but use your own judgment.
When using a white mat over another white mat, a reveal of 1/2“
or even much more can work very well. Double mats are usually twice
the price of a single.
Adding decorative cuts: Closed and open “V-grooves”, decorative
corners and graphics can be attractive, but often unnecessary. A
closed v-groove is very common, and can be quite cost effective
especially with larger artwork. The extra cost can be recovered
by a higher retail price. Closed v-grooves can be especially effective
on single mats of conservation quality.
Types of Mat Cuts:
1.Open v-groove, 3/16” reveal
2.V-groove gap
3.Closed v-groove
4.Message box, 3/16” reveal
5.Double opening, 3/16” reveal
6.Single opening
7.“Fancy” corner
8.Floating the image
9.Graphic
10.#246 Walnut frame
11.Double mat, light blue outer, dark blue inner.
Visit: http://www.matshop.com/cuts.html for a reference image to
list above.
What type of mat to use: The two common types are regular
mats and conservation quality (rag) mats. It would always be nice
to use conservation quality, but this market is very competitive,
and price is important. Regular matboard is still of very high quality,
and we suggest they be used for any image that does not have a high
value in itself. Example: Photos and printer copies. Conservation
mats should be used for original artwork, high quality prints, Limited
editions prints or any image that has a high value in itself. Price
wise, a presentation using regular mats will cost less than half
that of using conservation quality. Technical information on mats
can be seen on the pages of the two largest mat companies, Crescent
and Bainbridge.
Size of mat: Use standard sizes when possible, allowing your
customer to buy a frame easily. Non-standard size mats mean an expensive
custom frame is necessary, and most end-users recognize this when
purchasing matted images. Standard sizes are 5 x 7, 8 x 10, 11 x
14, 16 x 20 and 20 x 24. The borders around the image should be
a minimum of 1 1/2 inches for small images, and up to 3 inches or
more for large images. A 5 x 7 image in an 8 x 10 mat will give
borders of 1 1/2 inches all round.
If you plan to provide a frame with the mat, keeping to standard
sizes is not important.
Obtaining mats at wholesale prices: Most photo stores and
many large retailers will carry a few sizes and very limited colors,
but don’t supply volume. They are also expensive. Larger Art supply
stores may have very limited selections of mats in volumes of 25
or so at some discount. To get a true wholesale price, scour the
Internet for companies that cater to the smaller vendor. Expect
to buy in some volume in order to get the best price possible. Fifty
or more identical mats will get you into the price range that will
keep your product competitive. A regular 11 x 14 double mat in a
local store will cost $4.50 to $6.00. In volumes less that 200,
you should pay $2.50 or less. Be careful of highly discounted mats
that are not by major manufacturers such as Crescent and Bainbridge.
Some of these are not of equivalent quality, and may warp or discolor
quickly or otherwise harm the image.
Final note on mats: KEEP IT SIMPLE. Do not try to match every
image with a different color combination. A color combination that
fits several images quite well will meet your needs much more efficiently.
One opening size is better than several. Your cost will be reduced,
and those images that do not sell will not saddle you with high
or useless inventories of mats.
Backings: You will need a backing for the mat and image.
The backing completes the package and protects the image. For regular
mats, we recommend manila board or heavier non-corrugated cardboard
(for mats 11 x 14 and smaller), and foam core for larger mats. If
you use conservation quality mat, your backing MUST be acid-free.
Use acid-free mat or acid-free foam core.
To frame or not to frame: In general, do not get heavily
into framing for the “drop by” market. The customer can pick a frame
of their choice if the mat is a standard size. Consider having a
few framed pieces so the customer can see a finished result, and
can buy your framed piece if they like. Aluminum “backloader” frames
are inexpensive, and very easy to load, as are clip frames. A thorough
search of the internet will find some high quality wood frames at
reasonable prices, and custom sizes are often not much more.
Thin plexi glass (1 mm.) is becoming very popular as a replacement
for glass. It is much lighter and being very durable is a big plus.
It also provides some solar radiation protection for outdoor events
or florescent lighting.
Packaging: A covering of some sort is a necessity. A product
made for this purpose is a re-sealable polybag. It protects the
mat package from the elements and dirty fingers, and also gives
a very professional appearance. Some ultraviolet protection is built
in to all plastics. These bags can sometimes be found in Art supply
stores but frequently the Internet is the only choice.
Shrink-wrapping also works, but requires time and equipment, and
is finicky. Shrink-wrapped matted art often has a tendency to bow
in hot weather.
Assembly: Tape the image to the back of the mat on one long
side only. This allows the picture to “breath” under differing atmospheric
conditions. Use magic (scotch) tape or something similar. For conservation
matting, an acid free tape is mandatory. Photo corners are good,
but time consuming. Attaching the back to the mat is not necessary.
Displays: It should not be necessary to have wire racks or
other expensive methods of display your product. A white cardboard
box neatly cut can be sufficient if presented well. Many larger
communities will have stores specializing in acrylic displays, and
you may find ready made ones of the right size and shape. Large
stationary stores often carry these or may have other cardboard
displays to fit your needs. Foam core (3/16”) may be purchased at
Art supply stores, and a good utility knife, a glue gun and some
imagination can create impressive displays.
How much to charge? A general rule is to add up the cost
of your mat, image, bag and backing. Add some for labor. If you
are going into a show, add a proportional cost for this. Multiply
the total by 2 to get a ballpark figure. If you sell through a retailer,
the “norm” is for them to double whatever they pay you to get the
minimum retail price.
Summary: Selling images in this market is competitive. If
your presentation is as good or better than your competitors, then
the quality and uniqueness of your image will determine the outcome.
There is a large appetite for well-done photos, artwork and crafts.
Keep it simple, keep your costs to a minimum, don’t expect to get
rich, and most importantly, enjoy the experience.
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| About
the Author |
MatShop
has been supplying mat & framing supplies to photo retailers for
10 years & through the WEB for six. Its customers are artists, photographers,
crafters & others who require volume purchases of these products.
The purpose of the MatShop.com page is to supply information on
all products & to suggest how mats & frames can benefit the specific
needs of its customers.
In USA visit: www.matshop.com
In Canada visit: www.matshop.ca
1-800-663-7501
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