Congratulations! You’ve reached the final lesson in the Collecting 101 series. While this series cannot possibly cover all there is to know about the art world, I hope that it has given you a foundational understanding of art, its history, and how to build an art collection. Together, we can continue to deepen your knowledge, expand your comfort zone, and finesse your collecting skills so that you can enjoy a strong and personalized art collection for years to come.

Even now that you know where to buy art from, how it is priced, and the variety of art and artists available, you may wonder how on earth you even begin to decide what you want to collect. (Yes, it can be overwhelming!) This final lesson will suggest some questions to ask yourself as you explore.

I always encourage collectors to approach the task of developing their taste with an open mind. Have an open mind towards art that you do not initially understand, be willing to take a little risk, and also allow yourself to change your mind as you learn more about art, artists, and your preferences. And I’ll say it again – the best way to develop your taste is to look at a lot of art. In time, you will have a clear understanding of what your taste is and can collect accordingly.

Air kisses (we are tres chic), Casey

Questions To Ask Yourself

What Style of Art Am I Most Drawn To?

There are two distinct styles of artwork: abstract and representational. Abstract art does not accurately depict a visual reality but uses shapes, colors, forms, and gestural marks to achieve its effect. Representational art represents some aspect of reality, in a more or less straightforward way. While the distinction exists, artists often blur the line between the two, with abstract elements appearing in representational works and vice versa. As you look at art, pay attention to what style you are predominantly drawn to, however, by no means does your collection need to contain only one or the other!

 

What Do I Value Most in Art?

Each artwork contains various elements, from color, form, shape, and brushstroke to technical skill, materials, and emotion. Artists can be known for their mastery of one particular element, or excel at many, and understanding what is most important to you will help guide you in your selections. Ask yourself what you value most when looking at art. Is it an artist’s ability to render a scene exactly as it appears? Is it the emotional journey they take you on through vibrant colors? Is it how an artist expresses thoughts around a particular issue? Pay attention to how art makes you feel and think, and what affects you most strongly.

 

What Themes are Important to Me?

Art covers an unlimited range of topics and themes. Some artists boldly approach challenging subjects, while others focus on aesthetics. As you explore what you are drawn to, you can consider whether you would like your collection to follow one theme or incorporate a variety of themes. Do you want your collection to challenge you intellectually or for your art to complement a color scheme? (It can be both!) Would you like your collection to represent certain ideals, and what are those ideals? What kind of conversations should your collection spark? Some examples of themes currently trending in Contemporary art are environmentalism and sustainability, social justice, technological development, and the acknowledgment of previously unheard or unrecognized voices.

 

What Story Do I Want My Art to Tell?

Every art collection tells a story. Perhaps it is a story of your community, representational of local artists, landscapes, and identity. Or, maybe, it’s a story with a global perspective comprised of artwork gathered from memorable art experiences around the world. As you build your art collection, consider what story you would like to tell. Ask questions and have discussions – the more you do the more you will learn. And, above all, allow your personality and identity to inform your decisions and inject your collection with soul.

It might be daunting at first, but you will have a developed sense of taste in no time!

Some of the most common questions I get asked by collectors who are starting to purchase art are about pricing. Why is one work of art more expensive than another? Who decides how much a work of art is worth? Is this work of art in front of me worth the price it is listed at?

This fifth lesson will outline many of the factors that go into pricing a work of art. The price of an artwork can be set by the artist, gallery, or art auction specialist; and, understanding how these prices are determined will help you better appreciate the work, materials, and techniques that go into creating art, the identifiers of a strong artistic career, and the intrinsic value of art (and artists) beyond what just attracts the eye.

I always recommend that collectors be wary when considering artwork, its value, and its price. It has been said that value informs price, but that price does not inform value, meaning that just because something is expensive does not necessarily mean that it is valuable. Pay attention to what speaks to you, what you find interesting, and those artists you admire or with whom you feel a connection. This will inform what is valuable to you, now and in the future.

Air kisses (:* :*), Casey

Ways That Artwork Is Priced

Size

Generally speaking, the larger the artwork the higher the price. Pricing based on size considers the amount and cost of materials used, as well as the time taken to complete the artwork. Some artists and galleries use a basic formula to price artwork comprising a set dollar amount based on the artist’s reputation (or sales history) multiplied by the artwork’s size in square inches.

 

Material, Technique & Visual Quality

Pricing can be influenced by the cost of the materials used. Sculptures made from bronze, for instance, often have higher prices due to the initial cost of raw materials (and perhaps even special tools needed to create the artwork). Pricing based on an artist’s technique can take into account the complexity of the technique (the more complex a technique the higher the price), or the popularity of a technique (how well-regarded is the technique and how long does it take to master?). Visual quality can be subjective, however, artwork with complexity, strong and/or balanced compositions, and originality are considered to be of higher value.

 

Artist’s Lifecycle

An artist’s reputation and the level of recognition they have received greatly contribute to how expensive an artwork is. Artists who command the highest prices have lengthy and consistent exhibition histories with notable galleries, artwork in permanent collections of museums and institutions, and published articles, essays, and reviews about them in scholarly journals and significant art publications. If you have a smaller budget, buying artwork from emerging artists can be a great opportunity to collect unique, strong, up-and-coming artists at lower price points.

 

Where the Artwork is Being Sold

Artwork purchased from galleries and art fairs has been priced according to the size of the work, the success of the artist’s most recent exhibition, and other notable and recent accomplishments, such as winning awards or museum exhibitions. Galleries try to price an artist’s work consistently and with an upward trajectory to support the artist’s career development. Auction houses price artworks using “auction estimates.” Auction estimates fluctuate more than gallery pricing due to changing buyers’ tastes, artist popularity, and art market cycles. The final price of an artwork at auction is ultimately determined by the winning bid.

 

Other Costs to Consider

When building an art collection with a particular budget, there can be additional costs on top of the artwork’s price to consider. These can include:

• Auction House Fees (Buyer’s Premium)
• Framing
• Shipping & Installation
• Insurance
• Conservation
• Storage

These additional costs vary greatly depending on the type of art you are collecting, and we can certainly discuss in more detail on a case-by-case basis.

With so many options to choose from it is hard to decide what you should collect, or even know what you like. The first step is to start developing your taste, and how you do this is by looking at a lot of art. Before too long preferences will begin to emerge, patterns will start to form, and you will also develop a clear idea of what you do not like! While you look at art, take your motivation(s) for collecting art into consideration – Do you want to be inspired? Do you want to be conceptually challenged? Are you decorating your home?

When it comes to deciding where to buy art from, you need to not only know what your options are but to understand what type of art is typically sold where. This knowledge (and me!) will help guide you in making collecting decisions based on your taste, your priorities, and your budget.

One immediate and important distinction is to understand the difference between the primary and secondary art market. Essentially, the primary market consists of artwork that is being sold for the first time, while the secondary market consists of artwork that is being re-sold. Primary market artworks come directly from the artist (emerging, mid-career, or established) and can be purchased from artist studios, galleries, art fairs, or online platforms. Secondary market artworks can have a more limited availability and value is determined by the success of an artist’s career and the sales history of comparable artworks. Secondary market artworks can be purchased from galleries, art fairs, online platforms, and auction houses.

With such a huge variety of artists and artworks available to collect from a huge variety of places, getting started can be overwhelming. By attending art gallery exhibitions, art fairs, and art auction previews, and by browsing online platforms and art & design magazines, you will begin to understand where you fit in the world of art collecting (and where the pieces destined for your collection are hiding out!)

Air kisses (we are who we are), Casey

Different Places to Buy Art

Art Galleries

Art galleries come in all shapes and sizes, and offer art from a wide variety of artists ranging from emerging artists to established “blue chip” artists. They most often present art in the form of exhibitions, curated around a particular artist, movement, or theme, and provide additional information such as artist biographies or press releases, which provide more context on the artist(s), artworks, and exhibition. Gallerists or gallery attendants are available to answer questions, talk more about the artist(s), and provide additional information on available artworks. Online platforms such as GalleriesNow or MyArtGuides.com can help you find galleries and current exhibitions in cities near you.

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Art Fairs

Currently over 300 art fairs take place every year in cities all around the world. Essentially “art trade shows,” art fairs host hundreds of international galleries under one roof, typically for 3-4 days, and offer a great opportunity to take in a lot of art in a short amount of time. Each gallery presents an artist or group of artists in a “booth,” with many art fairs focused around a theme such as art on paper, Old Masters, prints, emerging artists, or Contemporary art. Each booth is attended to by representatives from the gallery, and sometimes the artist(s) themselves, giving you the chance to ask questions, discuss what you are seeing, and inquire about collecting available artworks.

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Auction Houses

Auction houses may at first seem intimidating, particularly if you’ve seen high-society scenes in movies or read about record-breaking art sales in the headlines, however in recent years they have opened their doors to a wider audience, with almost 90% of artworks selling for under $10,000. Auction previews, typically on view for 1-2 weeks before an auction, are free to attend and give the opportunity to see a variety of artwork within a certain artistic style or movement, such as prints & multiples, design, photographs, Contemporary, or Latin American art, among many others. Well-known auction houses include Sotheby’s, Christie’s, Phillips, Bonhams, and Heritage.

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Online Platforms

Discover art from the comfort of your own home! Instagram is a great resource for discovering art – start by following the profiles of artists and galleries that you like. There are also several online platforms for buying art. Gallery platforms partner with galleries and showcase artworks from all associated galleries on one site, making it an easy way to access a wide variety of style, type, and price point. Artsy.net and Platformart.comare two great examples. Artist platforms are websites where you can buy directly from artists, again exposing you to a wide variety including artists who may not yet be represented by a gallery. Some recommended artist platforms are Saatchiart.com and Singulart.com.

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Artist Studios

Another, perhaps lesser known, place to buy art is directly from the artist’s studio. This becomes a possibility when you have a developed a relationship with an artist (or an art advisor who knows the artist) and can gain direct access to the artist and their studio. One benefit with this method is that you can avoid the extra fees associated with buying from a gallery, auction house, or online platform. Another is that it makes collecting art a more intimate and personal experience, offering the chance to better understand the artist’s creative process, the context in which they produce ideas, and their artistic vision.

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The best way to start discovering what kind of art you like is to look at art – a lot of art. But I imagine you already know that, and the prospect of starting this endeavor on your own sounded so overwhelming and time-consuming that you figured it would be easier to just hire me. And you would be right about that. However, I am not a mind-reader, and I cannot predict what you will like without a smidge of guidance. So, we will start with baby steps.

In this lesson, I will introduce you to six general media categories: paintings, sculpture, prints, photographs, drawings, and digital art. From spatial and storage concerns to budget and taste, objective and subjective reasons will likely drive your decisions for what type of media you want to acquire. Whatever the case may be, I always encourage clients to build diverse collections since having a variety of artwork by different artists will help you build a more sophisticated and intriguing collection. Through discussion, exploration, open-mindedness, and perhaps a small dose of risk, I can help you define your vision and build a strong collection identity. Read on and take the survey to complete the next step in your collecting journey.

Thanks for being here!

Air kisses (because we’re art people now), Casey

5 Kinds of Art to Consider

Paintings

Paintings are perhaps the first type of artwork that comes to mind when thinking of art. The elements of painting (shapes, lines, colors, tones, and textures) produce a visual language that communicates sensations of volume, space, movement, and light on a flat surface. An artist may use a single medium or a combination of media, including tempera, fresco, oil, acrylic, watercolor, ink, gouache, encaustic, or casein, which may be applied to a variety of bases such as canvas, wood or composite panel, paper, metal, or glass.

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Sculptures

The two most important elements of sculptural art are mass and space. Sculpture can take the form “in the round” (freestanding objects) or “in relief” (3D elements on a background). A huge variety of media may be used, including clay, wax, stone, metal, fabric, glass, wood, plaster, rubber, and “found” objects. Materials may be carved, modeled, molded, cast, wrought, welded, sewn, or assembled.

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Prints

Printmaking is the production of images (usually on paper) through various multiplication techniques. The resulting “prints” are considered original works of art, even though they exist in multiples. Printmaking consists of three major processes (relief, intaglio, and surface), with many artists using a combination of processes in their work. Common techniques include etching, woodcut, engraving, lithography, and screenprinting.

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Photographs

In its early history, photography was considered “merely” a mechanical art due to its dependence on technology. However, the medium has developed into a creative and visionary art form. Established genres now include portraiture, photojournalism, landscape, architectural, social, and fashion, and the medium offers a wide variety of subject matters, sub-genres, and techniques from Modern to Contemporary photography.

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Drawings

As another medium historically considered subordinate to other arts, drawing was originally intended for instrumental purposes (studying, sketching, drafting). Today, drawing is an “expanded field,” moving beyond traditional tools like pencils and pens to include techniques such as burning, cutting, scratching, sticking, writing, and sewing. No longer considered only a preparatory step in art making, drawing has become a celebrated primary medium that is reinventing the idea of representation.

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Digital Arts

Digital art refers to any artistic work or practice that is created with or is presented using digital technology. Emerging in the 1980s, digital art now includes animations, photographs, illustrations, videos, digital paintings, or any other art made using software, computers, or other electronic devices. Previously used primarily in commercial settings, digital art is moving into the fine art collector space, in part thanks to the emergence of Crypto art, a digital asset tracked in a blockchain and verified using non-fungible tokens (NFTs).

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Western art history dates to the Prehistoric era (~40,000 B.C.), with the earliest artifacts from the Paleolithic era appearing as rock carvings, engravings, pictorial imagery, sculptures, and stone arrangements. To cover approximately 42,000 years of the history of art in detail would take an eternity (and a much longer lesson series!), but thankfully scholars have divided art history into periods or “movements.” By learning about significant movements in art history, we not only gain insight into how artists of the past recorded, responded to, and dealt with the issues of their day (all art was contemporary at some point!), but we also develop our skills in identifying and talking about artistic styles, traditions, and techniques.

This second lesson will cover a handful of significant art movements that not only impacted the course of Western art history but also continue to be studied, referenced, and re-interpreted by artists today. This is by no means an exhaustive list, and resources such as the Artlex Online Art Dictionary or Tate’s Online Glossary of Art Terms are excellent destinations for learning and discovering more!

While you may not be interested in collecting historical art, or have the budget for it, I encourage you to become familiar with major art historical movements so that you can contextualize what you are looking at and identify contemporary artists who are either influenced by certain movements or are creating their own.

Air kisses (because, ya know, art fairs), Casey

Various Art Movements You Should Know

Renaissance (1400-1600)

Art of the Renaissance was characterized by a focus on nature and individualism. The idea of man as independent and self-reliant was paramount, and emotional expression was a celebrated ideal. Realism, attention to detail, and the study of human anatomy emerged, and linear perspective was developed to create depth in two dimensional works. Famous artists from this time include Leonardo da Vinci, Michelangelo, Raphael, Botticelli, Brunelleschi, and Donatello.

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Baroque (1600-1750)

The Baroque period was known for its ornate, over-the-top visual arts and architecture. Spurred on by a growing interest in broadening human intellect and global discovery, the stylistic tendencies of this period were complex. Baroque artwork is dramatic with rich color palettes, amplified by the development of chiaroscuro, or the emphasized contrast between light and dark. Caravaggio, Artemisia Gentileschi, and Rembrandt are well-known artists from this period.

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Romanticism (1780-1850)

Romanticism celebrated the individual and imagination, focusing on passion, emotion, and sensation and rejecting the order, harmony, and rationality that had been popularized by the proceeding period of Neoclassicism. An appreciation for nature developed, and artists began painting outside, or en plein air. Famous artists of the Romantic period include Francisco Goya, John Constable, Eugène Delacroix, and J.M.W. Turner.

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Realism (1848-1900)

Realism is considered to be the first “modern” art movement. Emerging with the rise of journalism and the advent of photography, Realism represented a new interest in accurately capturing the everyday lived experiences of people across the demographic spectrum. The development of naturalism and the emphasis on realism of the subject initially shocked middle- and upper-class audiences, who were more familiar with art that celebrated the upper echelons of society. The term“realism” now also describes artworks painted in a realistic (almost photographic) way. Famous artists from the Realism movement include Gustave Courbet, Jean-François Millet, and Édouard Manet.

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Impressionism (1865-1885) & Post-Impressionism  (1885-1910)

Alongside the boom in technological invention of the period, the Impressionists rejected realism and rather sought to capture the instant impression of a specific moment. With modern life as its subject matter and a focus on depicting light’s changing qualities, Impressionist art is characterized by short, quick brushstrokes and an almost unfinished “sketchbook” feel. Famous artists include Claude Monet, Pierre-Auguste Renoir, Mary Cassatt, and Berthe Morisot.

Post-Impressionism refers to a distinct change in direction from Impressionism and favored more abstract forms, concentrating on subjective visions and symbolism rather than direct observations. The most well-known post-impressionists are Paul Cézanne, Paul Gauguin, Georges Seurat, and Vincent van Gogh.

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Fauvism (1900-1935)

Fauvism is considered to be the first avant-garde 20th-century movement and is characterized by expressive use of intense color, line, and brushwork, a bold sense of surface design, and flat composition. A core element of the movement was the separation of color from its descriptive, representational purpose. Henri Matisse led the movement, and other well-known Fauvist artists include André Derain, and Maurice de Vlaminck.

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Cubism (1907-1914)

Cubism was established by Pablo Picasso and Georges Braque as direct rejection to the idea that art should imitate nature. Cubist art was characterized by abstraction, radically fragmented geometric objects, flat surfaces, and multiple viewpoints. The movement is credited with creating infinite new possibilities for the treatment of visual reality and inspiring many later abstract styles. Other well-known Cubist artists are Jean Metzinger, Albert Gleizes, Lyubov Popova, and Juan Gris.

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Surrealism (1916-1950)

Surrealism rejected the rational mindset and embraced art that defied reason. Fighting against the repression of imagination, Surrealist artists tapped into the unconscious mind to depict revelations of everyday life. Influenced by figures such a Karl Marx and Sigmund Freud, Surrealism championed the irrational, poetic, and revolutionary. Famous Surrealist artists include Salvador Dalí, Joan Miró, René Magritte, Max Ernst, and Leonora Carrington.

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Abstract Expressionism (1940s-1950s)

The artists of this movement broke away from what was considered conventional and instead relied on improvisation and spontaneity (automatism) to create abstract works of art. Abstract Expressionist artwork is characterized by gestural brush-strokes, with some artists being called “action painters,” both for the expressive and emotional “movement” in the works of art and for the physical nature in which some artists would create. Notable artists from this movement include Jackson Pollock, Helen Frankenthaler, Mark Rothko, Joan Mitchell, and Robert Motherwell.

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Op Art (1950s-1960s)

With advances in science and technology, interest in optical effects and illusions grew. Op art (short for “Optical” art) is characterized by geometric forms, shapes, colors, and patterns that appear to move or blur. Often Op artists would work in black and white for maximum contrast, though some artists, such as Bridget Riley, explored color theory and function to explore new depths of illusion. Other famous Op artists include Victor Vasarely, Jesus Rafael Soto, and Richard Anuszkiewicz.

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Pop Art (1950s-1960s)

Pop art, perhaps one of the most famous movements of the 20th-century, explored the theme of consumerism and mass-media by using everyday objects from popular and commercial culture to create art. The focus on identifiable imagery represented a distinct shift in the direction of modernism and challenged traditional views on what art should be by proving that art can draw from any source. Well-known artists of this movement include Andy Warhol, Roy Lichtenstein, Richard Hamilton, Peter Blake, and Rosalyn Drexler.

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Minimalism (1960s-1970s)

An extreme form of abstract art, Minimalism developed as a response to the expressive works of Abstract Expressionism. It questioned whether works couldn’t be more “anonymous” and not act as a representation of something else, instead focusing only on the materiality of the artwork and its own reality. Minimalism is characterized by purified forms, order, simplicity, and harmony and encourages the viewer to focus only on what is physically in front of them. Famous Minimalist artists include Frank Stella, Donald Judd, Agnes Martin, Ellsworth Kelly, and Judy Chicago.

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Conceptual Art (1960s-1970s)

Completely rejecting previous art movements, Conceptual art favored ideas over visual components. Because the art was focused on ideas and concepts rather than the finished art object, there is no classifiable style or form. Conceptual art may appear in the form of performances, written descriptions, or ephemera, but can be and look like almost anything. Notable Conceptual artists include Joseph Kosuth, Ai Weiwei, Jenny Holzer, On Kawara, and John Baldessari.

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Contemporary Art (1970-present)

Beginning in the 1970s and continuing today, Contemporary art consists of many smaller movements, including Postmodernism, Feminist art, Street art, The Pictures Generation, Neo-Expressionism, Young British Artists (YBA), and Digital art, among many others. Current trends are digital and technological innovation, sustainability (both in theme and materials), diversity, and gender equity. Some exciting artists working today are George Rouy, Wanda Koop, Freya Douglas-Morris, Dana Shutz, Jake Grewal, LaToya Hobbs, Loie Hollowell, Ken Nwadiogbu, and Tschabalala Self.

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Welcome to the Casey Monda Art Advisory family! Whether you are a Substack subscriber, an active client, or a happy client from the past, I am so thrilled you are here and am honored to serve as your fearless leader on this exciting and potentially transformative journey of building an art collection. I work with all types of clients – from bare-walled novices to those who need an extra storage unit to house their treasures. For me to guide you effectively on your collecting journey, we need to work together to accomplish several fundamental tasks, and I hope this Collecting 101 series will help us do just that.

Firstly, I want to make you aware of all the possibilities so that we can accurately identify your primary reason(s) for collecting art. Once we have identified your goals, we will make decisions about what type of art and artists to consider and begin to develop your style and taste. Ultimately, we want to hone in on the appropriate venues to collect art from and how big or small your acquisition budget should be.

Thanks for being a part of the CMAA family. I am so glad you are here!

#1: Why Collect Art and Why Do I Need An Advisor?

This lesson illuminates the most common motivations behind collecting art. But above all else, first and foremost, buy what you love. I can not over-emphasize this point. If it does not resonate with you, move you, or otherwise make you think, arouse your curiosity, or make you feel something, you probably should not own it. The art you collect reflects your taste, experiences, and values, collectively forming an identity as unique as your fingerprints. With that said, there may be other reasons motivating a purchase, such as investment potential or asset allocation, cultural enrichment, personal enjoyment in decorating, and supporting the arts community. Any or all of these may apply to you and you will learn more about each of these topics below.

Now, you may wonder why you need me if collecting art is so personal. Advisors play a critical role in the art ecosystem as the sherpas (of sorts), helping clients navigate the vast and often opaque art world. We are both the guides to the summit and, when it comes to all the ancillary concerns of purchasing art, such as pricing, shipping, framing, conservation, and market analysis, the heavy lifters. I have the knowledge required to take you to the peak, but you have to trust my eye, which has been developed and strengthened over two decades spent studying art history, working in the industry, and looking at a lot of art. You hired me because you trust that I know what I am looking at and will only show you the best quality your dollar can buy. But you also trust that I understand the market and will do my best to steer you towards work that will have lasting value, financially or artistically.

Collecting art is a journey of self-discovery, and I am honored to guide you as you discover what makes you think, what inspires you, and what resonates with you as you build and expand your collection.

Some Reasons You Might Collect Art

Investment Potential

Artwork is considered a reliable long-term asset class, meaning that it holds value over time. While there is no guaranteed return, collecting art can be a strategic way to diversify your investment portfolio, minimizing risk and maximizing returns. Collecting artwork for investment purposes requires knowledge, engagement, and a long-term approach, and strategies vary based on the type of artists and artwork you are collecting.

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Cultural Enrichment

Art reflects the evolution of societies, cultures, and the human experience. By learning about art history, visiting artists’ studios, and attending gallery and museum exhibitions, you can gain insight into history, cultures, and traditions. Building an intentional art collection will help you to develop new perspectives and discover a new means of self-expression.

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Personal Enjoyment & Decorating

Decorating a home or office with art fosters creativity. By exploring and understanding your own personal preferences, taking into account practical aspects such as size, color, and texture, and carefully selecting artwork in a variety of media you will turn a place with four walls into a vibrant space that communicates a distinct personality.

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Supporting the Arts Community

Art collecting contributes to the vibrant ecosystem that is the art world, promoting diverse perspectives and innovation. By purchasing art from emerging artists, to attending gallery exhibitions in your area, to becoming a member at your local arts museum you are supporting the growth, development, and longevity of your local arts and culture organizations. This, in turn, builds stronger and more vibrant communities.

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I would love to hear your immediate thoughts on the different reasons for collecting art.