What to avoid when starting an art collection.
Are you looking to purchase your first piece of art or begin an art collection? Gallery owner Torsten Obrist explains the most common mistakes made when buying art and offers tips for a successful start to art collecting.
Anyone who begins to take an interest in art eventually reaches a specific point: you discover a work that truly excites you. You might visit an exhibition, come across an intriguing artist, or see a piece at an art fair that you would love to own. And then, uncertainty often sets in: Is this the right artist? Is the price reasonable? Should I wait a while longer? What happens if I no longer like the piece in a few years? And how can I even tell if I’m making a sound purchasing decision?
After more than 25 years of working in a gallery, I can say that the same mistakes are made time and again—especially when it comes to that first art purchase. This is understandable; after all, you cannot learn the ins and outs of the art market in just a few days. Furthermore, no one is born a collector. However, some of these mistakes can be avoided.
Here are seven things I would keep in mind when starting an art collection.
1. Buying art because others deem it important
This is arguably one of the most common mistakes.
You might visit an exhibition, read an article, or hear about an artist who is currently in high demand. Perhaps they are represented by a well-known gallery, are exhibiting in a museum, or have a presence at major art fairs. You quickly get the impression: this is an artist you simply must know. And if you have the chance to acquire a piece, you might feel compelled to snap it up.
Of course, such information is interesting. It can provide clues regarding the development of an artist’s body of work. But they are no substitute for engaging with the work yourself. I have often encountered people who, when buying art, rely too heavily on the opinions of others. They purchase a name, a sense of perceived security, or follow a recommendation, without ever truly engaging with the piece itself.
My advice, therefore, is this:
Do not buy a work of art simply because others consider it important. Buy it because you discover something in it yourself. While the opinions of experts can be helpful, your own enthusiasm should be the starting point.
2. Focusing too much on potential appreciation in value
Naturally, the economic aspect plays a role in the art market. Works of art can increase in value over time. Artists evolve, gain international recognition, and find their way into significant collections and museums.
However, beginners in particular should be cautious if a work of art is presented to them primarily as an investment. The truth is that no one can reliably predict which artist will be highly successful ten or twenty years from now. An artist who is in demand today may not necessarily remain so in the long term. Conversely, an artist who is currently unknown will not automatically go on to achieve a significant market position. Therefore, anyone who buys art solely with an eye toward potential appreciation in value is taking a considerable risk.
I believe a different approach makes more sense:
Buy art that you enjoy owning and with which you wish to engage over the long term. If a positive economic outcome happens to follow, that is a welcome bonus—but it should not be the prerequisite for your purchasing decision.
First and foremost, art is a cultural and personal enrichment. An increase in value is never guaranteed.
3. Buying too quickly
Sometimes it happens at an art fair or during an exhibition opening: you see a work, become captivated, and want to own it immediately. Perhaps there is another interested party, or perhaps you develop a sense that you must make a quick decision.
This can lead to making a purchasing decision without having given it sufficient thought.
Of course, there are situations where you might find yourself genuinely and spontaneously drawn to a work of art—there is absolutely nothing wrong with that. However, especially when making your first art purchase, I would recommend taking some time. Look at the piece again. Ask about its dimensions. Find out more about the artist. Ask for an explanation of the materials used and whether the work is a unique piece or part of an edition.
Also, consider where the piece will eventually hang or be placed. A work of art can look completely different in a gallery compared to your own home. If possible, you should take the spatial context into account. A good purchase doesn’t have to be made in five minutes.
4. Buying solely based on the tastes of others
Couples and families, in particular, sometimes encounter an interesting situation when buying art. One person might be enthusiastic about a piece, while the other finds it challenging or simply cannot relate to it at all. This often sparks a discussion: Does it fit our decor? Is it too big? Is it too conspicuous? Will we still like it in a few years?
Of course, a work of art should fit into your living space. However, I would caution against choosing art based exclusively on interior design considerations. A work of art is not a sofa that needs to coordinate perfectly with the curtains. It is allowed to transform a room. It is allowed to stand out. It is allowed to raise questions.
Sometimes, you may even develop a particularly deep connection to a piece that wasn’t immediately accessible. Those who collect art should therefore be open to engaging with something that doesn’t instantly blend into their familiar environment. A work of art does not have to match the decor; sometimes, the decor should adapt to the work of art.
5. Failing to properly contextualize the price
Another common mistake is comparing art prices solely against one another. Why does a painting by one artist cost 3,000 euros, while one by another costs 15,000 euros? Why might a small piece be more expensive than a larger one? And why do prices differ for seemingly similar works by the same artist?
Such questions are perfectly valid. The price of an artwork depends on various factors: the artist’s development, the significance of a specific piece within their overall body of work, the materials used, the size, the technique, the edition size, and, of course, the artist’s market position. An important distinction to make is between a unique work and an edition. A signed screen print from an edition of 50 is something different from a one-of-a-kind painting. Both can be compelling and worthy of collection—but it is essential to be aware of the specific characteristics of each.
My advice: ask questions. A reputable gallery should be able to explain how a price is determined and what information accompanies a work. When buying art, you should know not only what you are paying, but also what you are actually purchasing.
6. Buying works by too many different artists without developing a personal focus
When you first start collecting art, your enthusiasm is often high. You discover photography, painting, sculpture, drawing, digital art, and installations—there are interesting artistic approaches everywhere. The temptation to buy a little bit of everything can be strong.
There is nothing inherently wrong with this; a collection can certainly be diverse. However, over time, it may be worth developing a specific direction. Perhaps you have a particular interest in concrete painting, or perhaps you are fascinated by photography. You might choose to support artists from a specific generation or focus on a particular social theme. A collection often becomes especially compelling when connections emerge between the individual works.
This does not mean you have to commit to a specific path from the very beginning. On the contrary: at the start, you should see and discover as much as possible. But eventually, it is worth taking a closer look to determine which artistic approaches truly resonate with you in the long term.
A good collection is not necessarily built through many purchases, but rather through deliberate choices.
7. Knowing too little about the artist and the work
It is certainly possible to purchase a work of art without taking an interest in the artist. However, I believe that by doing so, you miss out on an essential part of art collecting: Who is the artist? How has their work evolved? What themes occupy them? What techniques do they use? Where have they exhibited? Are there significant bodies of work or underlying connections?
Such information often changes how you perceive a piece. You may discover details that previously went unnoticed, or come to understand choices that once seemed puzzling. Sometimes, a single purchase evolves into a long-term interest in an artist’s body of work. To me, this is one of the most rewarding aspects of collecting: you are not merely acquiring an object; you are beginning to engage with an artistic trajectory.
What I would actually recommend to beginners
When someone asks me for the best way to start collecting art, my answer is usually: look at as much art as you can. Visit galleries, attend art fairs, and go to exhibition openings. Talk to artists and gallerists. Compare different artistic approaches.
And don’t feel pressured to buy during your first visit. It is often worth returning to an exhibition a second time; a work that didn’t particularly stand out initially might suddenly become compelling upon a subsequent viewing.
Ask about the artists, the materials used, the editions, and the prices. Good gallery owners will be happy to answer these questions. And above all: do not be afraid of not knowing something. You do not need to have studied art history to discover a great work of art. It is perfectly fine to stand before a piece and, at first, be able to say only: “I like this—though I’m not yet sure exactly why.” That is a good start.
Do you have to spend a large sum of money on your first purchase?
No.
An art collection does not have to begin with a five-figure investment. There are drawings, photographs, prints, and smaller-scale works that can serve as an excellent starting point. It is important to set a realistic budget—and to stick to it. Do not let yourself be persuaded to spend more than you originally intended.
Also, keep in mind that purchasing art may involve additional costs, depending on the piece—such as framing, transport, or perhaps specialized installation. A collection should be a source of joy, not a financial burden.
The role of a good gallery
Especially in the beginning, a gallery can provide valuable guidance. A gallery should do more than just sell artworks; it should introduce artists, explain the context behind the work, and answer your questions. It should be transparent about prices, editions, and the details of each piece. Furthermore, it should be perfectly fine for a visitor to leave after a conversation without making a purchase.
In my view, the quality of a gallery is not measured solely by the number of artworks it sells. It is also reflected in how it treats people who are just beginning to take an interest in art. A collector who buys their first piece today might have a completely different collection ten years from now. Over time, this could even evolve into a long-standing relationship with specific artists and the gallery itself.
Such relationships are not built through sales pressure; they are forged through trust, sound advice, and a shared passion for art.
My most important piece of advice: Trust your own eye
After more than 25 years of working in a gallery, I am convinced that there is no universal instruction manual for collecting art. There is plenty of good information, helpful experience, and essential market knowledge available—but ultimately, collecting art is always a personal decision. You don’t need to know every artist, you don’t need to understand every current trend, and you certainly don’t need to buy whatever happens to be in high demand at the moment.
Start with what interests you. Develop your own eye. Keep learning. And take your time—an art collection isn’t built in a single weekend. It takes years to develop, shaped by encounters, discoveries, decisions, and, occasionally, even a few mistakes.
Perhaps that is precisely where the appeal lies. The most rewarding moment in collecting art isn’t necessarily the purchase itself; it’s the realization that a work of art continues to engage you, even years later. If you reach that point, you can be sure you’ve made the right choices along the way.
