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Photo Mats: How to Market Images With Mats
Posted
June 28, 2009
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.
A beginners guide to marketing images with mats
by Jim Fishwick
FREE
Reprint Rights - You may publish this article in your e-zine or on your
Web site as long as the bio/blurb and links (at bottom) are included at
the end of the article.
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 market matted images are through retail stores, street
markets, art and photography exhibitions, craft shows and fund 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 lowest price. Assuming you have a photo or artwork that
is readily saleable, 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, since 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 very effective on single mats of conservation quality.
Types
of mat cuts explained
These are some of the cuts available, and the terminology used to
describe them.
- Open v-groove, 3/16" reveal
- V-groove gap
- Closed v-groove
- Message box, 3/16" reveal
- Double opening, 3/16" reveal
- Single opening
- "Fancy" corner
- Floating the image
- Graphic
- #246 Walnut frame
- Double mat, light blue outer, dark blue inner.
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 a 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.
FREE
Reprint Rights - You
may publish this article in your e-zine or on your Web site as long as
the following bio/blurb and links are included at the end of the
article:
About
MatShop
MatShop
has been supplying mat and framing supplies to photo retailers for 10
years, and through the WEB for 6 years. Its customers are artists,
photographers, manufacturers and others who require volume purchases of
these products. The purpose of the MatShop.com page is to supply
background information on all products, and to suggest how mats and
frames can benefit the specific needs of its customers.
MatShop is a Division of Island Art Publishers, ( www.islandart.com
). Island Art markets art cards and other products throughout the
United States and Canada using the exact products we recommend to our
MatShop customers.
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Photo Mats: How to Market Images With Mats
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