A Guide to Launching a Print Business

Tips for how to turn your passion into a business

Selling prints is an excellent way to get to know your followers and explore new markets (added bonus: it also brings in extra income!). Why not give it a go? Pay attention to how your followers respond–their feedback will guide you on how to move forward. If you are an illustrator, my advice is that you experiment with different print companies and printing techniques. This way, you can evaluate which options work best for you.

If you’re having any doubts about selling your illustrations, here is a quick guide that will hopefully answer any questions you have.

1. Spend money to make money

If you have decided to start selling your illustrations as prints, you should be aware that it is unlikely that you will make a profit straightaway. First, you will need to spend money in order to build up your stock. Spend an amount that you can later increase. Bit by bit, you will get a clearer idea of how things work and what you need to do next.

2. Price range

I recommend offering a range of products so that you have a range of prices (include more accessible items such as stickers or postcards). This way, you will be able to see which products work best so that later you can reproduce more of them. The more affordable items will sell quicker.

My large format prints that are printed on high-quality paper take longer to sell because of the cost. I tend to produce stock when I have an upcoming opportunity to sell in person (such as at the Feria Domestika). Producing stock for an upcoming event will guarantee that you will at least earn back your production costs.

3. Get to know your materials

As illustrators, we must see paper as a tool we can use in different ways, no matter whether you work digitally or traditionally. You will discover that the more you experiment, the more you learn about print companies and printing techniques, as well as types of paper and inks.

4. Printing options

There are numerous options to consider when it comes to production. You could only produce screen prints, for example. You could also choose a palette of just two colors to cut costs.

You can also try risograph printing–a technique that reduces production costs as well as being very on-trend right now. Usually, print companies offer print runs of 20 or more.

5. Decide which illustrations work as prints

I always take into account the printing technique I am going to use when creating my screen prints and risograph prints. Both require planning because of their special requirements. Screen printing allows you to work with thin lines and lots of colors. The result will depend on a mixture of how you choose to develop your artwork and which printing expert you decide to work with.

The riso also requires separating the colors into layers. Sometimes I work with a pencil and ink or watercolor and, if I like the result, I might decide to do a print in giclée.

6. Decide on the number of prints per run

Once you are ready to print, you need to decide how many you will do for each run. Normally I do print runs of 30 to 100. When it’s a batch that’s going to cost more to produce because I’m using a larger format or I’ve chosen high-quality paper, I prefer to do a smaller run (perhaps 30 prints). The smaller the run, the more each print will cost. I like small runs because then the print becomes a collectible.

I also have batches of screen prints that I have produced in print runs of up to 100, as it lowers the individual price, making them more accessible to more people.

7. Decide on your shipping method

Through my online shop, I receive national and international orders. Remember that international orders push costs up. The most affordable shipping option will be your national post system, which can take up to four weeks to reach other countries–you should inform your customers of the waiting times.

The costs vary a lot depending on the format and weight; I try and work with only two or three formats. I am usually checking several different delivery companies in order to be able to keep my page updated with estimated shipping costs.

8. Take care of your stock

Currently, I store my stock in large horizontal folders made of rigid cardboard. Ideally, you would have a paper storage cabinet so that there’s no risk of your work getting damaged. Traditional paper storage cabinets are made from metal and last a lifetime; however, they are expensive and heavy. You can also get ones made of wood (my favorite). You could ask a carpenter to make you one as it might work out cheaper. It also would mean being able to specify how many drawers you need.

9. Extra detail

Every year, I participate in design markets and take postcards and stickers with me. These are products that are very easy and low-cost to produce. Those who are fans of your work will love to take something you've designed home with them, even if it is only something small. I print a big batch so that they last the whole year and sell them for a very low price in markets, or I include them as gifts with other deliveries–it’s a small detail that people appreciate.

This is a translation of an article written by Violeta Hernández (@soyvioleta), a Mexican graphic designer, artist, and illustrator who is inspired by nature. She teaches the Domestika courses Design and Illustration of a Fanzine and Botanic Animal House: Watercolour, Ink and Graphite. Get to know her work through her website.

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