by Carolyn Edlund
The 80/20 principle could be one of the most impactful aspects of your art business. Here’s how it works.
Artists often find themselves pulled in countless directions—creating new work, managing social media, attending shows, and handling client relationships. Enter the 80/20 rule, also known as the Pareto Principle, a powerful lens through which to view your creative business.
Understanding the Core Principle
The 80/20 rule suggests that roughly 80% of effects come from 20% of causes. For visual artists, this principle reveals fascinating patterns in everything from sales to studio time. Whether you’re a painter, sculptor, photographer, or mixed-media artist, understanding these patterns can transform your approach to both sides of your practice—creating in the studio and doing business.
Your Collector Base
Look closely at your sales data, and you’ll likely discover that about 20% of your collectors account for 80% of your revenue. These aren’t just customers—they’re your advocates, your repeat buyers, and often your most enthusiastic supporters. For gallery artists, this might mean a handful of collectors who consistently acquire your work. For commercial artists, it could be a few key clients who commission multiple projects throughout the year.
To nurture these vital relationships, take action directed towards those important clients. Repeat sales and referral sales are often the foundation upon which a creative business is built. Start by creating a VIP mailing list. Then, stay in touch. Contact them to promote early viewing of new work, extend invitations for studio visits to provide insight into your creative process, and send personalized updates about pieces that align with their interests. You may even want to promote personal commissions that have high emotional value with your collectors.
Your Portfolio Power Players
Just as revealing is the fact that approximately 20% of your artwork likely generates 80% of your income. This doesn’t mean you should abandon creating experimental work—quite the opposite. However, it does suggest strategic opportunities you can take advantage of. Analyze your bestselling series or collections to understand what resonates best with your audience. Then, develop additional new work that builds upon these successful themes. Or create complementary works that pair well with your popular pieces to encourage repeat purchases from existing collectors.
Geographic and Demographic Insights
Where does your art sell best? Are your top collectors best reached through working with urban galleries? Or do you connect with them in person at suburban or more rural art fairs? People who live in certain regions often respond more strongly to particular styles or subjects that reflect their lifestyle, the culture and history of the area, and what they personally value.
This knowledge is invaluable for any artist who wants to strategically places to sell. You may target gallery submissions to cater to your best prospects, plan ideal workshop locations, or select specific regional art fairs. Taking the time to do this type of analysis in your own business can produce powerful results that streamline your business and allow you to earn more and travel less by selecting specific venues. For an explanation of how this works in practice, check out this article by painter Carroll Swayze.
Design and Development
While maintaining your artistic integrity, use the 80/20 principle to inform your creative decisions. Identify which size ranges sell most consistently, then maximize those, either as originals or reproductions. Likewise, note which price points move quickly, and offer them going forward to keep your sales coming in. It’s not unusual to sell different work at different times of the year. When you recognize seasonal buying patterns, you can double down on top sellers to have sufficient stock for those time.
Marketing and Exposure
Apply the 80/20 principle to your promotional efforts as well, since it is likely that 20% of the marketing activities you undertake will yield 80% of your exposure, and consequently, sales. Invest more of your time in the social media platforms where your collectors actually engage, and focus on meaningful interactions that you have determined get the best response.
Many times artists find their “sweet spot” with a venue that consistently performs for them. A ceramic artist recently stated that since she was well-known in her local area, her holiday studio sale was the most successful event that she did every year. Keeping that in mind, she could seek out other local opportunities to spread the exposure to other times of the year. It’s a matter of finding out what works, and going there.
Planning for Growth
Remember that roughly 20% of your business relationships may shift each year. Galleries change focus, collectors’ tastes evolve, and market conditions fluctuate. This means you need to move and adjust. It’s a good idea to continuously develop new connections and build your network. Look into new potential markets and opportunities you may never have considered before. Cultivate and nurture potential collectors for the purpose of converting them into customers and patrons in the future. And, adapt your work going forward to market conditions and preferences, while also staying true to your vision.
The 80/20 rule isn’t about limiting your creativity—it’s about maximizing your impact. Use these insights to make informed decisions about where to invest your precious studio time and resources. By understanding and applying the Pareto Principle, you can build a more sustainable and successful art business while maintaining the creative freedom to explore and evolve your work.
Yes, as an ex-agency partner and author of marketing textbooks, I’ll confirm… it’s an advertising/marketing truth that 80% of results come from 20% of efforts, and sometimes even less in the case of social media posts that viral out to the culturesphere. A highly useful article!