"By encouraging us to connect the bid (our money) with the sale item, bidding on items lets us fantasise about owning them – stimulating a kind of endowment effect. This is why the auction catalogue (or the item picture and description on a website) is so important. This forms part of the psychological journey the seller wants you to go on to imagine owning this item in advance, so you’ll place a higher value on it, and so pay more to make imagination reality."
- Tom Stafford, BBC Future
Cataloguing
Each artwork, or lot, receives a dedicated page within the auction, providing collectors with all essential information to encourage informed bidding. To continue promoting your work and artistic practice beyond the auction, this page remains accessible after the auction concludes (unless you cancel the auction from your account).
You may choose to make the auction results public or keep them private once the auction ends. If kept private, only the estimated values and starting bids will remain visible – see example here.
The cataloguing details we recommend are:
- Title
- Inscriptions (where it is signed, dated and inscribed)
- Medium
- Dimensions, height x width x depth (framed and unframed if relevant)
- Edition size and number in the edition
- Date of creation
- Estimate and reserve (see our guide on estimates and reserves, and how price items)
There is also an opportunity to include any additional information about the artist and the artwork. Good things to include are:
- A quote from the artist about the artwork
- An artist’s statement
- Highlights from the artist’s biography and CV such as
- Education
- Notable solo and group exhibitions
- Awards and residencies
- Links to the artist’s social media and website(s)
We encourage you to link relevant websites where possible, to enhance the searchability and SEO potential of the auction site. For more details on enhancing SEO, see our article.
Condition
All lots are expected to be in excellent condition unless otherwise noted. This standard applies to all elements of presentation, including frames, plinths, or other supports, which should be free of scuffs or damaged edges.
For unframed artworks, please inspect the edges carefully to ensure there is no damage or unexpected markings. Any condition issues should be fully disclosed in the cataloguing details.
As outlined in our Code of Conduct, full transparency regarding condition is essential to avoid disputes and ensure a smooth sale process.
Framing
Where applicable, we strongly recommend offering artworks with framing, for several key reasons:
- Enhanced In-Person Presentation – Even a simple artist-made batten frame can elevate the presentation, underscoring the piece’s value as fine art.
- Improved Digital Presentation – Displaying a framed image online helps collectors view the work as a finished piece rather than just a digital image. Some examples of this in previous auctions are Jemma Powell, Olly Fathers and Richard Taylor-Jones.
- Enjoy today - Proper framing adds appeal, as collectors appreciate artworks that are ready to hang upon purchase.
- Protection – Beyond presentation, framing safeguards the artwork during exhibition handling and post-sale shipping.
Photography
High-quality photographs are essential for your artwork’s success in the auction. Whenever possible, hang the artwork and photograph it in bright, natural daylight. For best results, capture the following types of images:
- Straight-On Shot – Capture the entire artwork from the front. If possible, cut out the background to white; online tools such as Canva are helpful for this.
- Framed and In Situ – This provides a sense of scale and connects the artwork to your studio environment.
- Angled View – A slight angle adds depth and dimension to the presentation.
- Close-Up Details – Highlight textures and finer details to enhance the viewer's understanding of the piece.
If any color discrepancies exist between the photograph and the artwork, ensure these are noted in the cataloguing. For example: “The reflective surface of the sculpture is not fully captured in this image; the bronze is more polished and shinier than the image suggests.”
Effective photography enhances your artwork’s appeal and transparency, ultimately supporting its success in the auction.
Certificates and Notes
A certificate of authenticity is a valuable addition for collectors, particularly essential for editioned works. This document should include the cataloguing details and your signed approval, confirming the artwork’s origin and authenticity.
You may create your own certificate or use a professional service such as Tagsmart.
In addition to the certificate, consider including a personal note to the buyer. This note might contain your contact details, a thank-you message, or additional insights about the artwork, enhancing the collector’s connection to the piece.
Estimate & Reserve
Every artwork needs to have an estimate (which is the same as a guide price). Most artworks also have a reserve - this is the lowest amount that you are happy for it to be sold for.
Setting the correct estimate and an attractive reserve is crucial to a successful sale of an artwork. There is a method behind this and a full guide on setting estimates and reserves for work in auction can be found here.
Additional Content
In the lead up to the auction there will be plenty of opportunity to promote your work and involvement in the auction.
Collectors love to see behind the scenes and it is a nice opportunity to show how you make the work, the materials you use and the multiple processes that can be involved. These can be promoted across social media, newsletters or on your website to tell the story of you and your work, as well as be added to each lot’s cataloguing. For more information on creating content around your auction, read our article here.
Shipping
To facilitate a smooth post-sale experience for both buyers and sellers, it’s essential to provide comprehensive shipping information at the outset of the auction process. Each lot includes a dedicated field for entering shipping details. We recommend including the following:
- Collection Address
- Artwork Weight and Framed Dimensions
- Contact Information for further shipping inquiries and quotes
- Shipping Quotes, if available
- Shipping Timelines, if available
This information helps buyers make informed decisions and ensures an efficient transaction process after the sale.
Payments
All payments are securely processed through Stripe. To publish your auction, please ensure your Stripe account is connected. For detailed instructions on setting up your Stripe account, refer to our guide here.
Summary
- Detailed and consistent cataloguing
- Condition and Framing Details
- High-quality photography
- Certificates of authenticity and personal notes
- Shipping details