The Role of Presentation in Art Sales: How Frames and Pedestals Influence Perception

In the world of art sales, the adage “you can’t judge a book by its cover” often takes a backseat to visual appeal. Behind every stunning painting or striking sculpture lies an underappreciated truth: presentation significantly impacts the artwork’s perceived value. From the humble pedestal to the elegant frame, the manner in which art is presented can make all the difference in how it sells.

The Importance of Frames and Pedestals

At Rago Auctions in Lambertville, New Jersey, a repository of wooden pedestals and frames awaits artwork consignments. Meredith Hilferty, the director of fine art sales at Rago, emphasizes that both frames and pedestals are not merely accessories; they are crucial for elevating the artwork’s presentation. “Frames and pedestals help the sale because they elevate the presentation,” she notes. By framing or pedestaling art, potential buyers can better visualize how the pieces would fit into their homes, giving them a chance to connect.

Without proper presentation, artworks can lose their allure. “Small and even medium-sized sculptures may seem inconsequential when not shown on a pedestal,” Hilferty points out, indicating that placement impacts perception, and thus, value. The physical context in which art is displayed can create or detract from its perceived worth.

Artists’ Perspectives on Presentation

Artists themselves often hold strong opinions regarding the presentation of their work. Deborah Butterfield, known for her large-scale sculptures of horses, emphasizes how pedestals transform her smaller works from appearing as mere trinkets to being respected artistic pieces. “When people put them on the floor, it makes them look like poodles or door stops,” she expresses, stressing the need for artistic integrity in presentation.

To remedy this, Butterfield sometimes constructs simple, unobtrusive pedestals for her sculptures to ensure they are showcased at the proper height. Similar sentiments are echoed by Greg Kucera, a gallery owner who notes that having a pedestal often results in higher selling prices for sculptures, regardless of the pedestal’s intrinsic value.

The Practicality of Framing Choices

Frames, too, play a functional role in art sales. Kucera keeps a stock of picture frames to ensure the artworks in his gallery look their best. “We try to recycle frames and will sometimes pay for a frame—deducting the cost from what the consignor receives,” he explains. This showcases the necessity of good presentation in maintaining and enhancing the piece’s overall appeal.

However, not every artist takes it upon themselves to provide frames. For some, frames are merely an afterthought, with consigned artworks often arriving in mismatched or inappropriate frames that can diminish their market value. Sandra Germain, owner of Shannon’s auction house, recounts a memorable scenario where a valuable painting was shown in a cheap plastic frame, illustrating the significant risk presented by poor framing choices.

Cultural and Historical Considerations

Finding frames that harmonize with the artwork’s aesthetic and historical significance is ideal. Roger Reed, who owns New York’s Illustration House, shares a tale of creatively framing a work by Norman Rockwell for a humorous effect, noting the intuition that frames can enhance or detract from a piece’s narrative. When the original frame is still in good condition, dealers often prefer to display artworks in their historical context, maintaining a direct connection to the artist’s intentions.

Works on Paper: A Different Approach

For works on paper—drawings, prints, and photographs—the need for protection is paramount. These fragile pieces typically require framing with a mat and glass to safeguard against damage and ensure longevity. However, unlike canvases, they are usually stored flat, highlighting the practicality needed in their presentation.

The Economic Influence of Presentation

From an economics standpoint, frames and pedestals can be seen as investments in the artwork’s sellability. Marc Fields, owner of The Compleat Sculptor, explains that these elements make the pieces “feel more finished,” and thus buyers are often more willing to spend on them. With prices for pedestals ranging from $250 to $2,500, depending on material and craftsmanship, presentation is not only a question of aesthetics but also finances.

The Artist-Dealer Dynamic

There’s often a push and pull between artists and dealers regarding presentation. While artists might opt for minimalistic or low-cost solutions, dealers advocate for more polished, professional displays. Louis Newman, a former director at LewAllen Galleries, articulates this dynamic, noting that an attractive frame alleviates one potential worry for buyers—what frame to choose—thus streamlining the purchasing process.

In conclusion, the art of presentation is intricate, multifaceted, and deeply influential in the art market. From the frame that borders a painting to the pedestal that elevates a sculpture, these elements are not merely decorative; they serve to enhance perception, protect the artwork, and ultimately drive sales. Each piece of art demands not only to be seen but to be seen in its best light, and that is where the skillful blend of art and commerce truly shines.