Fine Art 101

Buying Lessons For The Novice Collector

By Francine Kaplan

It suddenly dawned on me that the time had come. I looked around my home and found that my walls, with their assortment of glued and mounted jigsaw puzzles, shaggy latchet-hooked wall hangings, and framed prints from vacation destinations and museum exhibitions, no longer worked for me. Don't get me wrong, I still loved the images of the sensuous single iris on the velvety black background, the majestic view of the Rocky Mountains covered in a riot of wildflowers, and even the line of whimsical penguins jumping into an icy sea, but somehow I wanted more.
     The place where I saw myself in life and what was on my walls had reached a disconnect. It was time to explore the world of "real art," the kinds of things that grown-ups put on their walls. For that, I would need to learn what else was out there and if I could afford to up the ante on my décor.
     I felt intimidated and unsure about showing up at a gallery and speaking one-on-one with the experts. Apparently, this is a common reaction, and I later learned that gallery owners are delighted to speak to novices. But for now, I needed a venue where I could be anonymous and ask the occasional stupid question without fear of consequence.

Aisles of Art
    The solution to my dilemma came on a postcard in the mail proclaiming that the Georgia World Congress Center would be hosting a major fine art show. The event promised to provide "every level of collector, from first-time to the more experienced, an opportunity to view and purchase original paintings, photography, sculpture, animation, limited-edition prints and giclées, all under one roof." Here was the chance to begin the process (and find out what a giclée was) without commitment to anyone but myself.
     Artexpo's Sean-Patrick Hillman said there would be more than 200 galleries, publishers and independent artists represented at the event. "Individual galleries show one specific genre or style," Hillman explained. "At Artexpo, you'll explore lots of different styles from contemporary to classic to avant-garde, and find out what appeals to your own particular tastes."
     With so much to choose from, narrowing down the prospects can be a daunting task. Art exposition events, with row after row of every conceivable medium and approach, are informative, if a bit overwhelming for the first-timer, but it was a place to begin. I was about to follow the advice of Internet art guru Kathryn Markel, who said that the best way to get familiar with art is to "look, look and look some more."

Getting Started
    How does one approach the first foray into the art world? Do you buy art based on size? Spacious homes often have large areas of wall above a sofa or a mantel that need a super-sized design element. In some circles, this is known as art by the square inch.
     Do you choose art that matches your décor? Color or stylistic elements can lead the way and contribute to a harmonious room.
Interior designers do this all the time. Cristi Ford of Ford Smith Fine Art in Historic Roswell said that it is often not a matter of matching a current décor, but of being drawn to a favorite palette whether in a painting or interior design.
     Do you buy based on price? From limited-edition prints to one-of-a-kind canvases where money is not an object, art spans an enormous range of prices. Give yourself a budget, but keep an open mind for ways around it.
     Do you look for artists whose work might be classified as an
investment? Many up-and-coming artists are finding an appreciative audience, and the value of the work increases with each sale they make. It's the law of supply and demand.

The Power Punch
    You don't need to be a millionaire, and you don't need a degree in art history. Gallery owner Bradford Bickley of Be Original! in Atlanta and Newnan recommends that you only buy artwork that you love and that strikes an emotional response somewhere deep inside you.
    "Do this and I guarantee you will never be unhappy with your choice," he said. "I have pieces I bought that way, and I still marvel at them every time I see them. That's when you know you've made a good decision," said Bickley, who carries emerging artist's work starting at $200, as well as that of established artists who command thousands of dollars per canvas.
     What is art? This is one of those questions that can start a lively conversation in any group of art lovers. For some, the only thing worth buying is an original one-of-a-kind piece. "The value of an original is that it's no longer just a picture. It comes with a story behind it of the artist and his inspiration," explained Bickley, who encourages people to follow the careers of artists they appreciate.

Variations on a Theme
    Many gallery owners will agree with Bickley's stance about one-of-a-kind work, but there are variations on original paintings, and technology continues to make these alternatives more and more reasonable. Ford compares buying art to the wine market. "There are those who are not happy unless they spend hundreds of dollars on a fine bottle of vintage wine. Others can be just as fulfilled with a good bottle that's very affordable," she said.
     On the bottom rung of the ladder is the mass-produced poster with literally thousands of copies in each run. Signed and numbered prints, including etchings, woodcuts and lithographs trump a poster in both quality and prestige. While still a copy, limited-edition prints are usually produced by the artist and have the cachet of being part of a finite number in existence.
Then there is the relatively new giclée (pronounced jee-clay), actually a process quite similar to an inkjet printer at home. The difference is that the work is produced on canvas instead of paper. These are often produced in limited series with an artist or studio assistant "enhancing" a print with hand-painted brush strokes for more texture. Although purists such as Markel liken many of these to glorified posters, they offer viable affordable versions of original art. Whereas an original might cost $20,000, a giclée of that same piece could go for $900.
     Ford calls the giclée the next step in the evolution of printmaking. "You can get a phenomenal reproduction of an original, and then if it is hand-embellished, the effect is incredible," she explained.

The Value of Art
    Don't buy art as an investment. Ninety-nine percent of all artwork never appreciates, and some of it will actually lose value. According to Eleanor Harvey, chief curator of the Smithsonian American Art Museum in Washington, D.C., if it is a piece that has that kind of value, it's already owned by a museum. Even if a buyer is not looking for an investment, no one wants to get ripped off, so working with a reputable dealer or gallery owner is paramount. Many of them will allow buyers to take a piece home on approval for three to four days to make sure it fits in the allotted space and that they're happy with their choice.
     Asking for a discount is a common practice, so it doesn't hurt to try. The dealer might consider lowering the price for the following reasons: if an artist isn't selling well, if he knows the buyer is a multiple collector, if he feels the buyer might be a client worthy of cultivating, or if the piece has been in inventory for a while. "A lot of galleries expect to be asked about discounts and so they build it into their prices," Ford explained. "Others charge what a piece is worth. It's all about integrity in pricing."

    The world of fine art and its possibilities are endless and exciting, and I now have my work cut out for me. With so much yet to consider, I feel I have taken the first baby steps on the path to fine art maturity. Armed with the basics, I'm ready to sail into local galleries and explore my options until I find just the right thing to make my heart soar and my walls sing.

Not sure what kind of art appeals to you? These Web sites will help you get an idea of what pushes your artistic buttons.

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