Professional Photography : business, inkjet printing

Fine-Art Reproduction Part 2: What You Need to Get Started

Eileen Fritsch — Thu, 24 Jul 2008 20:26:00 GMT

By David Saffir

Professional photographers are uniquely qualified to get into the fine-art-reproduction business because the element most critical to success is a quality image capture. Photographers not only have a discerning eye for color and detail, but also tend to have the best capture equipment. For fine-art reproduction, the lens, digital sensor, and software used to process the RAW digital image files have to be pro level, with no compromises.

Specialized Training
Before you invest in any additional equipment, it might be wise to invest first in some training—so you can see for yourself how the fine-art reproduction workflow differs from printing your own photographs. During a good training session, you’ll see why it’s not smart to try to cut corners when it comes to buying quality equipment.

For example, the training should cover specific capture, color control, and printing techniques that have proven to be successful in faithfully reproducing the colors used in the original artwork. This usually requires one to two full days of work, with lessons focused on image capture setup, color management, media selection, image editing and print prep. You also need to understand how the build good relationships with artists and some of the printmaking traditions specific to the art market. Once you’ve been trained, you’ll better understand the rationale behind all the other elements listed below.

The Right Lighting Setup
Digital image capture for fine-art reproduction is based on good old-fashioned copy work. It requires two to four color-corrected lights (strobes or continuous), diffusers or softboxes, a sturdy tripod or studio stand, and a stable copy stand that can support artwork in a range of sizes. You could use continuous lighting using tungsten bulbs, but I don’t recommend it. Even though we can correct color pretty well, a light source that isn’t color-balanced can lead to a number of problems, including excessive time in post-production trying to correct color distortion. It’s better to use color-corrected halogen or fluorescent lights.

A Good Camera and Lens
I use a Hasselblad H-series camera and a Phase One digital back. I really don’t see any reason to use film for fine-art reproduction unless your client wants to archive an image on film for some reason. With my equipment, I have gotten excellent results with images up to 40 x 60 in. in one frame, and panoramas up to 10 ft. long. It is quite feasible to shoot even larger pieces in one frame. Or, you could shoot the image in quarters and stitch them together in Photoshop. The recently released Phase One/Mamiya medium format combination is interesting, and costs less than competing products. A new Mamiya kit with an 80 mm lens has been reported selling for $10,000. You could use a high-end DSLR, like the Canon Mark II and III-series, or the Nikon D3 series on many pieces of artwork, but successfully reproducing a large painting usually requires the resolution that only a medium-format digital camera can provide. In any case, the cost of acquiring technology is lower and dropping every month. Used equipment is frequently an option as photographers trade in and trade up.

Procedures and Tools for Controlling Color
Reproducing artwork requires processes for controlling color at every step in the process, from capture to output. The more careful you are in controlling color, the less time and materials you’ll waste trying to get your print to match the original. If you’re serious about your digital photography, you probably have already invested in a high-quality monitor and tools for keeping it calibrated so you can accurately preview and edit your images on screen.

The most straightforward way to control color while shooting is to:

Ensure that the target artwork is evenly illuminated from corner to corner and from side to side, within 1/10 of an f-stop;
Shoot at lowest ISO available;
Use RAW capture; and
Include a grey card or white/grey/black target in your shot. (This will be an enormous help when processing the image on your computer.)

Finally, you will want to be able to routinely create accurate custom color profiles for each type of print media you use.

You can use a handheld spectrophotometer (such as the ones made by X-Rite), or an online service (which can be pricey). Or, you can buy a wide-format inkjet printer that has the custom-profiling functionality built-in (such as the HP Designjet Z3100). Being able to obtain accurate color profiles is essential, but that’s only part of the game. In order to efficiently be able to produce a print that looks just like the print you output six months ago, your profiles must be re-created or updated periodically.

A Pro-Model, Pigment-Ink Printer
You’ll need access to a wide-format, wide-gamut printer that can handle a variety of media types, media thicknesses, and roll widths. Most people in the fine-art reproduction business have a printer that can print up to 44 in. wide. Many printmakers use devices that can print up to 60 and 64-in. wide. These wider printers can be used not only to make larger prints, but also to efficiently print higher volumes of smaller prints.

If you don’t yet own a wide-format printer, some studios will rent you access to their printers for a day or half-day. In other areas of the country, you may want to purchase one for yourself. To produce the wide color gamut needed to accurately reproduce fine art, your printer should have at least eight ink channels. In my opinion, having 12 ink channels is better because the color palette and the control provided over color and density is noticeably superior.

It’s also important to be sure that the printer uses pigment inks, instead of dye inks. When used with reputable brands of art papers and canvases, pigment inks can create prints that will last well over 100 years without noticeable fading if they are properly protected and displayed. After you’ve equipped yourself to go into the fine-art reproduction business, the next task is to attract customers. I’ll share a few tips on marketing in my next post.

Fine-Art Reproduction, Part 1: Why It's a Good Business Opportunity

Eileen Fritsch — Thu, 17 Jul 2008 20:14:00 GMT

By David Saffir

If you already own a professional-quality camera and know how to use a pigment-ink inkjet printer to reproduce your own images, fine-art reproduction can be a viable and profitable business opportunity for you.

In this three-part series, I’ll discuss the fine-art reproduction business in more detail. In this post, I’ll describe why it can be such a profitable business opportunity. In Part 2, I’ll go into more detail about what type of equipment is required to get started and in Part 3, I’ll discuss how to attract customers.

Until recently, fine-art printing and art reproduction was expensive, technically demanding, and time consuming. Now, we can digitally reproduce nearly any type of flat art created with paints, watercolors, charcoals, pastels, or other art medium. We can print long-lasting reproductions in a variety of sizes and on a variety of art papers, canvases, or other materials. We can achieve great color fidelity, extremely good color rendering, and good control over the appearance of the final print. Best of all, we can do this at a reasonable cost in time and money.

Artists’ editions typically range from 20 to more than 1,000 prints. The great thing about digital fine art reproduction is that you can print an edition one piece at a time, or in multiples. If you choose to print one-offs (and use the same printer/ink/paper/profile combinations), you can be quite confident that the image colors and quality of each print will be extremely close, or identical, even if a few months elapse between one print and the next. Most artists don’t yet know this is possible. Many still believe they must print an entire edition at one time, which can be very expensive. Most artists I work with hire me to make two prints: one to show, and one to ship. When they sell a print, they order a replacement.

Start-up Costs
The cost of entering the fine-art reproduction business ranges between $10,000 and $45,000 for equipment and software. You’ll also have to factor in training and marketing costs. The cost of your initial investment in technology will depend on how much gear you already have in your studio. For example, you will need:

a pro-model, pigment-ink inkjet printer (at least 24 or 44-in. wide);
a medium-format camera;
a good computer with Photoshop and other workflow software;
a good monitor, and monitor-calibration tools;
a method of creating custom profiles;
specialized training in the art-reproduction workflow;

You don’t have to acquire all this at once. You can start by renting some of the camera or printing equipment, then buy equipment as the demand for your services grows. You may also choose to provide finishing and mounting services, or refer customers to a reliable framer.

In my first year of offering fine-art reproduction services, the wide-format printer, dedicated computer,and software such as Adobe Photoshop CS3. paid for themselves in about six months.

Plus, I have been able to use some of the equipment I acquired for fine-art reproduction for other types of general photography and wide-format printing jobs.

Pricing
Pricing for fine-art reproduction varies from region to region. Services for which you can bill clients include image capture, image editing, printing prep work, and the print itself. Here are few examples of typical charges:

Image Capture: $150
Image Edit: $50
Print 20x30: $120
Proof, 8x10: $45

The price per print should never be your main driver, either in quoting jobs to clients or promoting your services. Artists will pay higher rates if you can provide better print quality, are prepared to print extra copies whenever they need them, or have a rapport with you as a fellow connoisseur of fine images.

Return on Investment
The ROI will be determined by your specific circumstances. In the scenario I outline on my own ROI spreadsheet, the printer is used for fine-art reproduction only, and the breakeven point arrives between month 6 and month 7. Your payback results will depend on how much equipment you need to buy initially and how quickly you can attract customers that want either multiple prints or will come to you for repeat business.

A Key Benefit: Repeat Business
The majority of revenue from the fine-art reproduction business comes from repeat customers. Once artwork is digitized and is kept on disk, the artist will want to be able to continue to order subsequent prints from you as needed. This ability to make one or two prints at a time can be a strong selling point, because it frees the artist from having to keep multiple prints safely stored and protected from damage until they’re all sold.

To summarize, the fine-art reproduction business is within reach of an ever-increasing number of photographers and artists. With proper training and a modest investment in tools that you can use for other purposes, you can be up and running relatively quickly.

In my next two posts,I’ll examine the technology requirements in more detail and talk about how to find and attract customers.