The Art of Purchasing Art

When you purchase a piece of artwork, do you hang it on a wall to enjoy, safely store it among your collection, or a bit of both?

“I really enjoy working with all types of buyers, but the approaches are very different,” says Rita Baunok, owner of Chroma Art Gallery in Katonah. “If somebody wants art for their home, I want to see pictures of the room or visit their home and discuss what art they like before recommending anything. Collectors prefer research, so I start by asking what credentials they want the artist to have and what kind of art they like.”

Buying to enjoy

“I believe art is made for seeing, enjoying and making your life happier,” says Baunok. “Some homeowners know exactly what they want, but if they are hesitant, we can help them choose art that goes with their home.”

Baunok and her team will often bring multiple pieces to the buyer’s home so they can see how each one looks in the room. She wants them to love what they buy.

“Sometimes I deliver six paintings even though I know they only need one,” says Baunok. “But I deliver six so they can figure out which one is best. And I will usually loan them the pieces for two or three days so they can spend time with them in that environment.”

While the size, colors and location are ultimately a personal decision, Baunok, an award-winning photographer, says there are some rules about photography.

“Direct light shouldn’t shine on photographs, but if that’s the perfect and only spot, then you’ll need museum glass to reflect the UV light and prevent fading over time,” she explains. “Additionally, humidity is bad for photographic paper, so choose a spot where you can control it.”

Buying to collect

“Collectors are often looking for young, educated artists,” Baunok explains. “They want to know the artist’s history, including where they studied, if they have a degree, exhibitions they’ve done, and articles written about them. They’re betting that artists who meet their criteria will create work that will appreciate during the next five to ten years.”

For collectors, education is very important, and for some, Baunok says it’s less about the name of the school or even if they earned a degree. Because art school is more about the experience and what the artist learned.

“Artists must be very disciplined, and they need to learn a lot to improve their craft,” Baunok explains. “Learning art history is very important, and so are the different techniques, but the most important thing is working in an environment with other artists. They will learn as much from their classmates as they will from their teachers.”

The other type of art collector is one who is less focused on the research and more simply in love with art. They will purchase art they love, but with an eye towards what they hope will appreciate over time. Some of these lovers-turned-collectors have amassed such a large collection that they’ve run out of wall space and will rotate pieces in and out of storage every few years.

Knowing what to buy

In theory, it’s simple. You walk into a gallery, something strikes you, and you must have it. In reality, that doesn’t happen often.

“About 90 percent of my customers come back two or three times before they buy something,” says Baunok. “Even if they like it immediately, they typically return. Often, they’ll bring their spouse to make sure they like it, too.”

But before that happens, interested buyers visit the gallery each month to view the new show and understand what they like.

“I love when people just come in to see art,” says Baunok. “You don’t have to purchase something each time; you should visit a gallery because you want to see art and be exposed to different types of art.”

Once you’ve found what you like, don’t be afraid to mix sizes, styles and mediums; Baunok believes variety is important. And when hanging art in your home, there are a few guidelines that will create a more interesting and cohesive collection.

“I love mixing contemporary art with classical pieces; I think it makes the home very ‘homey,’” Baunok says. “And I even like having a variety of colors in the furniture, walls and artwork, but I always recommend having one color echo throughout different parts of the room. For example, the same color can be on a throw pillow, in your rug and in the artwork. That will make the whole room softer.”

And as you purchase new artwork, or even after having the same artwork for a year or two, you should shake things up by moving your pieces to different walls or rooms. It will help you see your artwork in a new way and fall in love with it all over again.

This partner content was published in the March/April 2025 edition of Connect to Northern Westchester.