A Simple Black Frame

wvframer

SGF, Supreme Grumble Framer
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So many conversations at the design counter begin with "I just want a simple black frame." I now know who to blame! And it was a surprise!

While reading the Guggenheim website on the subject of reuniting paintings with their original frame, I found this:

"Van Gogh frequently wrote about the importance of framing, and gave clear voice to his ideas on the subject in at least twenty-five letters to his brother Theo. . .
. . . In a letter from 1884, the artist noted, '. . . I prefer to see my work in a dark black frame.' He asserted that black would make “many blacks [look] grey, whereas they would show up too black” if presented within a lighter frame. Van Gogh also discovered that gold could heighten the effect of the blue shadows in his painting."


This is an interesting look at some of the early theories of framing as well as the story of uniting a Van Gogh painting with a period-appropriate frame. It is in a blog post from 2016:
 
Interesting. Still not a fan of black frames.

Most of my customer ask for it as they cannot envision anything else. Or they think it is cheaper.

After showing other options, alongside that black frame, they rarely choose the black frame.
 
Oh, I will do almost anything to avoid selling a black frame....anything except letting them walk out the door with their cash! :)
 
It all depends on your perspective. On my Etsy shop which is geared towards general purpose framing, simple black frames are no more than 5% of what I sell. On thePaperFramer.Com which is geared primarily to people framing newspapers, magazines and comics, simple black frames are 95% of what I sell. I buy Studio 26101 (both images below) 2-3 boxes at a time.

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Just, simple and black - Jeez!


To be just, simple and black,
Oh what a lovely precious dream
To be just, simple and black,
Open your heart to what I mean
In the whole world you know
There are billion picture frames
That are just, simple and black,
And that's a fact!


>>>
 
So many conversations at the design counter begin with "I just want a simple black frame." I now know who to blame! And it was a surprise!

While reading the Guggenheim website on the subject of reuniting paintings with their original frame, I found this:

"Van Gogh frequently wrote about the importance of framing, and gave clear voice to his ideas on the subject in at least twenty-five letters to his brother Theo. . .
. . . In a letter from 1884, the artist noted, '. . . I prefer to see my work in a dark black frame.' He asserted that black would make “many blacks [look] grey, whereas they would show up too black” if presented within a lighter frame. Van Gogh also discovered that gold could heighten the effect of the blue shadows in his painting."


This is an interesting look at some of the early theories of framing as well as the story of uniting a Van Gogh painting with a period-appropriate frame. It is in a blog post from 2016:
Very interesting article. Thanks for the share 👍
 
Just, simple and black - Jeez!


To be just, simple and black,
Oh what a lovely precious dream
To be just, simple and black,
Open your heart to what I mean
In the whole world you know
There are billion picture frames
That are just, simple and black,
And that's a fact!


>>>
You IS a poet, and you know it!
 
I look at what they bring in when they ask for a simple black frame.
Sometimes it is what it needs.
Sometimes it would be most horrible.

I always ask, why they prefer a black frame. I always offer to show them some different options, as we can always go back to that black frame.
The most heard reaction: “I didn’t know this would be so much fun”
 
Yep, when they say things like "so much fun," you have hit the sweet spot.
 
We sell lots of black. And it is the furthest thing from "cheap"...

I have never understood why people think it would be cheaper than anything else. But I find that a lot of customers answer after I ask “why the black”, is “I don’t want to send too much”

I sell my share of black frames. Sometimes it is the best for the art/photo. But it is never ever “cheap”
 
I think a lot of the time it's the same as a "Simple pine frame". People imagine it's going to be cheaper.
Which is not necessarily so. 🤔

The only thing worse is a simple white frame. 😦
 
I think a lot of the time it's the same as a "Simple pine frame". People imagine it's going to be cheaper.
Which is not necessarily so. 🤔

The only thing worse is a simple white frame. 😦

Now, that's something we rarely sell. Just a handful a year.
 
I often hear from people who come in wanting a simple black frame: "I don't want the frame to take away from the art".:rolleyes:

Or the unenthused, "I'm not good at this (choosing colours, designs, etc.), I just want to hang it on the wall"
Shocking to us framers, some people don't find framing fun. o_O

For inexpensive decorative items/photos, a simple black frame can be ok.
There are any number of reasons for a simple black frame to be acceptable, I don't think anyone is arguing that point.
It's just super-duper boring for many framers. :faintthud:

Perhaps where this idea that it will cost less than any other custom frame could come from the popularity of the inexpensive backload style frames that many local artists buy to show their artwork in local galleries, coffee shops, etc.
Again, there is a use for this type of display. Especially for artists who can't afford to custom frame every piece they want to sell.
Some of my local artist clients say that they don't want the frame to influence the viewers perception of their artwork, so that's why the display in a simple black frame.

I do get pushback fromsome of my customers who seem to think I'm trying to UPSELL them when I suggest that slapping their limited edition print into a "cheap" simple black frame isn't the best idea.
I do as others have stated, show them some other design ideas. Sometimes they are surprised and find they like the idea of a more imaginative display over a simple black frame.
If they insist on a simple black frame, then, by all means, they get what they want.
It's not my artwork or my home it'll be hanging in.
 
Now, that's something we rarely sell. Just a handful a year.
That's interesting, I normally agree with you about white not being as popular.
However, in the last month, I have done 3 white frames.
For my tiny shop that's far above average.
The last one was fairly large, about 33"x48".
Weird how trends fluctuate like that.
 
Back when I was working, (seems like a long time ago) I had a run on white frames; shiny, flat weathered. Caps, narrow, wide, ornate. All of them. Very unusual since we are 8 hours from the nearest coast.

In my business, that is way too small a sample to call it a trend, but it was certainly unusual.
 
The only thing worse is a simple white frame. 😦

I agree. Simple white frames are the pits and don't sell. OTOH, rustic and ornate white frame sell fine. Here are some of mine on Etsy that sell well. In the mix below are 3 Decor, 2 Roma, 1 Nelson and 1 Fotiou.

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Back when I was working, (seems like a long time ago) I had a run on white frames; shiny, flat weathered. Caps, narrow, wide, ornate. All of them. Very unusual since we are 8 hours from the nearest coast.

In my business, that is way too small a sample to call it a trend, but it was certainly unusual.
Yeah, a run is a more apt term.
Sometimes frame styles that don't move for a long time suddenly are hot.

I have a couple of theories, for my shop anyways.
1- I have the frames I have cut for orders being worked on hanging on a wall that is behind me when I'm standing at the design table.
That means the customer is looking at those frames, and I suspect some of them just go with what they see other people have chosen.
I suppose I could test the theory by hanging some "decoy" frames up there and seeing if those influence what people end up choosing.

2- This is a fairly smallish town. Some of my customers run in the same social circles. I think if a few key people have a new art piece hanging in their home, their friends admire it and have their new artwork done similarily.
 
2- This is a fairly smallish town. Some of my customers run in the same social circles. I think if a few key people have a new art piece hanging in their home, their friends admire it and have their new artwork done similarily.

It's interesting, how folks are. Some would do this, while others would seek the opposite. In framing multiples of the same print over the years, I've enjoyed being able to repeat the same great design. Have also enjoyed finding something new.
 
I actually sell, well...sold....a fair amount of white frames. People who want the “I don’t want the frame to take away from the art” like the white mat/white frame combo.

I sell more white frames than black
This reminded me of one of my favourite lines from a movie ever.
It was David Spade and Chris Farley in "Tommy Boy":
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🤣
 
I actually sell, well...sold....a fair amount of white frames. People who want the “I don’t want the frame to take away from the art” like the white mat/white frame combo.

I sell more white frames than black

We started on whites from Larson, the Tribeca value lines. I was amazed at how popular they are. They seem to sell better in summer, though.
 
Can’t believe you’re selling Alto, because of the quality problems I’ve had over the years. The Tribeca stuff is near perfect.
 
Now we know that Larson ships the good Tribeca to Canada and the good Alto to the USA
 
For simple frames in black or white, I think Alto, Tribeca and Brooklyn are chosen roughly equally here.
I try to get the customer to look at design first. Then I'll break down the price differences from their 2-3 favourite style preferences.
Some go with their style preference, many go with the lowest ticket price.
And that's OK.
If I get a sense that budget is a major factor I will absolutely try to help them choose something suitable.
That still doesn't mean it's "cheap". It just means they are choosing the lowest ticket CUSTOM BUILT frame.
If they still balk at the cost, then I direct them to our selection of pre-made factory frames.
 
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