Professional Photography has changed so much over the last 15 years. Today when most folks think of archiving, they are talking about the digital files. Digital file archiving is great and reproductions can be produced as needed but what about printed photographs or photographic wall art? How is that preserved and why is it important? What is archival or conservation framing? Why is it important to my photography business?
HCF Archival Grade Mats introducted in 2011
Printed photographs are often spray coated for protection. Under ideal conditions (low humidity, cool temps, no direct sunlight) they can last hundreds of years. When prints are mounted in frames they are usually used two ways: placed in open frames and placed in matted frames. Prints used in open frames are often sprayed with a protective coating and mounted on a substrate like foam, styrene, masonite or stretched over wooden bars. Typically the protective coating is adequate for most situations unless there is danger of impact or protection from vandalism, then usually a glazing layer is used (glass or acrylic). If glazing is needed with no matting, then we suggest using a glass spacer which keeps the glass a little above the art so the glass won’t stick to the artwork if any condensation forms from temperature differences.
Matted prints are usually unmounted and get hinged or taped to the back of the matboard. (We made a great framing video of how to do this!) The type of materials (mats-foam-glass) have a great impact on the archival period for this type of framing. Conservation grade mats are made from cotton rag material which is made from cotton fibers that are naturally acid-free and lignin-free. Conservation grade mats can also be made from alpha-cellulose which is also acid-free and lignin-free. The conservation foam board often appears a little off-white and is made from an alpha-cellulose material. The reason you want to use acid free materials is that the acid will cause leaching over time and can sometimes discolor prints. Another reason to use matting when glazing is needed is that it acts as a “spacer” to keep the art from touching the glass. Condensation can occur because of temperature difference and the art work can stick to the glass if it is touching it directly.
TruVue Conservation Clear Schematic
All glass has some UV protection. UV protection is when glass blocks some of the Ultra Violet light rays which can cause prints to degrade and discolor. TruVue has a great summary of glass types and protection levels, see below for resource links. If there is a high amount of direct light on the wall art then conservation glass may be the right choice. Basic glass has 40-50% UV protection as compared to conservation grade which can have over 99%. Museum glass often refers to conservation glass that also has glare protection but is still offers a high level of clarity.
Why is all this important to my photography business? As important as all the social media and marketing campaigns seem to getting you new business when the smoke clears most folks get new business by referrals that have seen their work hanging on someone’s wall. How do you get your work on your client’s walls? Offer high quality framing with a simple pricing structure. This will already separate you from 50% of the competition and begin to attract the “right clients”. Remember someone else will always do it cheaper so why not take the high road and instead produce and sell the kind of work that will be passed down from one generation to the next. Start by educating your clients WHY YOU ARE WORTH IT!
With all the digital changes have had a great impact on how quickly the industry changes, implementing a long term business plan will offer the greatest chance at success. Designing your work to last a lifetime will attract the kind of clientele who are willing to spend the money and become fanatics for your business. We at Hand Crafted Framing want to be part of your plan for success and we have designed our product lines to support you. We have been offering innovative ideas and high quality photography framing for 10 years.
Please post any questions or ideas and we will respond asap.
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