The Last One Percent – The Importance of How You Deliver Your Art

By James Novaes

Foreword

Joe and I recently participated in a photography conference print swap. A large table was covered in envelopes of prints, and participants took turns picking one and either keeping it or trading it for another that had already been revealed. One item stood out. It was a box, that when opened, was a treasure, not only because of the print, but because of its presentation. After that box had been opened it seemed like everyone traded the print they picked up for that submission.

We asked the photographer, James Novaes, to write about his thinking about the presentation of his photograph at the swap.

Velda

As photographers we exercise an incredible amount of effort in creating an image – from the initial travel plans, to the final edit in photoshop – and how we share the photo with others. For some, the photographic process ends on a social media post. Others may print their image, often considered the third and last process of creating an image.

For me printing is not the final step. How I offer my work to viewers, and how I present my art to clients are what I consider my next steps. I want to present my art in a way that connects meaningfully with my viewers and potential clients.

The delivery of the art package is a crucial component of that. It leaves a lasting impression of the character of the artist, and the respect and honor they have for their art as well as their client.

The Logo. My logo is an important aspect of overall presentation and branding. It should be simple, yet convey the essence of your brand identity. I sought a professional graphic designer to help create a logo that is memorable and demonstrates alignment with my brand. I use it with all my collateral.

The Box. I package my prints in a box I designed with my logo to accommodate various print sizes and for easy shipping. Most of my prints are on A4 paper (8.3 x 11.7 inches) or A2 paper (16.5 x 23.4 inches). I created the boxes at UPrinting (uprinting.com) with the specific size of 4”x4” X 18.5” which allows the shipping of various print sizes once rolled into the box with glassine protective paper. Your imagination is the limiting factor on what size and style of boxes you wish to create.

I make special arrangements for larger images such as a large metal print. These are usually printed by Bay Photo Lab (bayphoto.com), and shipped to me. I always order the heavyduty box as it is well built, protects the image, and it can be used again to ship the image to the client. When I receive the print I will add the relevant documentation, etc., and either deliver it in person or ship it in the packaging it arrived in.

The Presentation Elements. I wrap the print with acid-free glassine paper for its protection. Also in the box I’ll put a handwritten thank you letter to the client; a certificate of authenticity; a pair of white gloves to handle the art as it is being unwrapped by the client; my own logo stickers; and business cards.

Print Editions. I limit each print to editions of only ten. This limitation may create further value to the artwork for the client. It does mean I need to keep a record of all of the images sold, and I also keep electronic copies of the certificates of authenticity for each image sold.

The Thank-You Card or Letter. The thank you letter should always be hand-written and personal as there is no higher honor than to have your artwork hanging in a client’s home.

The Gloves. The gloves are included so that as the box is being opened by the client, they recognize that every care was placed into the package, and it should be handled with care and the respect the art deserves for its longevity.

Other Items. Stickers of my logo are added to the package as a token of my gratitude for their patronage. They are fun and perhaps it may conjure up conversations about my work with others. There’s nothing like grass roots advertising.

An embosser is another tool that conveys professionalism and integrity of the artwork. This can be used on envelopes and certificate of authenticity cards. The certificate of authenticity will be attached to the art for years to come in order to validate its origin.

Please note that there are other vendors that may better meet your needs. That is not as important as taking the time to be as thoughtful of the delivery of the image as when you took the photo and made it into the art the client now wants to own.