How to Start Collecting Contemporary Art (Even If You Think You're Not a "Collector")
Here's a secret the art world doesn't always want you to know: there's no secret.
You don't need a degree in art history. You don't need a sprawling penthouse or a six-figure budget. You don't need to know the right people or speak the right language. What you need — the only thing you actually need — is a piece of art that stops you in your tracks and makes you feel something.
That's it. That's collecting.
I've spent years at Morton Contemporary introducing people to art for the first time, and the most common thing I hear is: "I love art, but I wouldn't even know where to start." This guide is my answer to that. Consider it your friendly, no-pretension, no-pressure introduction to building a collection you'll love for the rest of your life.
Start With What You Love, Not What You Think You Should Love
The art world can feel intimidating — all that white wall space, hushed gallery voices, and price tags that aren't always visible. But here's the truth: the only rule in art collecting is this — buy what moves you.
Not what's trending. Not what your decorator suggests. Not what seems like the "right" investment. What stops you cold. What you'd want to wake up to every morning.
Before you think about budgets or artists' credentials or resale value, spend some time just looking. Visit galleries. Notice what you keep coming back to. Are you drawn to bold color? To quiet, contemplative pieces? To abstract work that shifts every time you look at it? To photography that captures a single human moment?
Your instincts are your best guide. Trust them.
Understand What "Contemporary Art" Actually Means
Contemporary art is simply art being made right now, by living artists. That's the whole definition.
It's not a single style or movement — it's a sprawling, endlessly varied conversation happening in studios and galleries around the world. At Morton Contemporary, we represent over 50 artists working in painting, sculpture, photography, mixed media, and more. No two of them look alike. That's the point.
Contemporary emerging art matters to collect for a few reasons:
- Prices are more accessible. Compared to historical art, contemporary work — especially by emerging artists — can be surprisingly within reach.
- It grows with you. A piece you fall in love with at 25 or 35 will mean something different at 55. That's a living relationship with art.
The Case for Emerging Artists (This Is the Best-Kept Secret in Collecting)
If you're just starting out, emerging artists are where I'd tell you to look first.
Emerging artists are those early in their careers — building their voice, gaining recognition, showing in galleries but not yet household names. And collecting their work at this stage is one of the most exciting things you can do.
Here's why:
The prices are accessible. Original works by emerging artists can start in the hundreds and reach into the low thousands — a fraction of what established names command.
You're part of the story. When you collect an emerging artist early, you're not just buying a painting. You're investing in a career. Your support matters to them in a real, tangible way.
The potential upside is real. Many of the most valuable collections in the world were built by people who recognized talent early. Art history is full of collectors who bought Basquiat or Hockney before anyone else was paying attention. For a great story about collecting -- google the story of the RUBELL family and how they collected on a modest salary for decades to ultimately open two of the most important contemporary art museums in the world!
At Morton Contemporary, discovering and championing emerging artists is at the heart of what we do. We travel, we research, we build relationships — so that when you walk into our gallery, the work on our walls has already been through a rigorous process of curation and belief. We represent many of the world's top emerging artists.
Set a Budget — But Don't Let It Limit Your Vision
One of the first questions new collectors ask is: "How much should I spend?"
The honest answer: whatever feels right for where you are right now. Collecting is a practice, not a single transaction. Many serious collectors started with a $500 print. Others made a significant first purchase and never looked back. Neither path is wrong.
Here's a practical framework to think about:
Under $1,000: Morton Contemporary sells incredibly high quality, original, one of a kind paintings in our small format section of the gallery. We have over 15 different artists from around the world. The work ranges in price from $525 to $775, and the work is truly remarkable! We also sell limited edition, hand embellished giclee prints which are equally wonderful, and also a beautiful entry point into today's contemporary art market. These are works produced in small, numbered editions by artists whose originals sell for far more. You're getting the artist's vision at an accessible price point. You can find all of these works on our website if you search for pricing under $1000 in the search bar.
$1,000–$15,000: This is where original works by emerging artists often live. A painting, a photograph, a sculpture — something made entirely by hand, one of a kind, that no one else in the world owns. A huge number of artworks we sell to collectors at Morton Contemporary live in this price range.
$15,000 and up: Established artists, larger works, pieces with exhibition history. This is where collecting starts to feel like genuine investment territory — though we'd still tell you to lead with love. With over 50 artists in our collection, we offer many artists in this price range -- these artists have proven track records of success and appreciation.
Whatever your budget, resist the urge to buy something you merely like because it fits a wall. Save for something you love.
Learn to Look: How to Evaluate a Work of Art
You don't need to be an expert to look carefully at art. You just need to slow down.
Here's a simple practice when you're standing in front of a piece:
- Give it time. Don't move on after five seconds. Stand with it. Let your eyes travel.
- Notice your physical response. Does your chest open up? Do you lean in? Do you feel unsettled in an interesting way?
- Ask yourself why. Is it the color? The subject? The scale? The texture? The mood?
- Come back to it. If you're at a gallery and a piece is calling to you, walk the whole space and then come back. If it still has you, that means something.
- Imagine living with it. Not just on a wall — in your life. Would you want to see this on a Tuesday morning when you're running late?
That last question is the real one.
Work With a Gallery You Trust
The best thing a new collector can do is find a gallery that feels like home.
A good gallery doesn't pressure you. It educates you, introduces you to artists, explains the work, and helps you find pieces that fit your taste and your life — not just their inventory. The relationship between a collector and their gallery is one of the most valuable things in collecting.
At Morton Contemporary, we've been building those relationships for years. We're happy to sit down with you, understand what you're drawn to, show you work we think you'll love, and answer every question without making you feel like you should already know the answer.
We offer art consulting services for collectors at every level — whether you're buying your first piece or building out a significant collection.
We're in Center City Philadelphia at 115 S. 13th Street. Come in. Look around. There's never any pressure — just great art and people who love talking about it.
Fine Art Prints vs. Original Art: What's the Difference?
This question comes up constantly, and it's worth answering clearly.
Original art is a one-of-a-kind work made entirely by the artist's hand — a painting, a drawing, a sculpture. There is one. You would own it.
Limited edition fine art prints are works produced in limited, numbered editions — often 10, 25, or 50 copies — under the artist's direct supervision. They're not mass-produced posters. They're carefully made, signed by the artist, and valuable in their own right. The key word is limited — once an edition sells out, it's gone.
Frequently Asked Questions About Art Collecting
Do I need to know a lot about art history to start collecting?
Not at all. The most important thing is your own eye — your instincts, your taste, your emotional response to what you see. Knowledge deepens over time, but it's not a prerequisite.
Is contemporary art a good investment?
Art should be about love, not just investment — but the two aren't mutually exclusive. Original works by emerging artists have historically appreciated significantly as those artists' careers develop. That said, we'd never advise buying something you don't love just because it might go up in value.
How do I know if a price is fair?
A reputable gallery prices work based on the artist's market, medium, size, and career stage. Ask questions — any good gallerist will walk you through the reasoning. At Morton Contemporary, we're always transparent about pricing and happy to explain.
Can I buy art if I'm not in Philadelphia?
Absolutely. We work with collectors across the country and around the world. We can share high-resolution images, arrange virtual studio visits, even build virtual walls of art scaled to your space using photos you provide to us, and ship anywhere.
Where do I start if I've never bought art before?
Come see us or email me, the owner. Seriously — walk in or email, tell us you're just starting out, and let us show you around. No pressure, no pretension, just art.
The First Step Is Simply Showing Up
Collecting art isn't something that happens all at once. It's a relationship you build over time — with art, with galleries, with your own developing eye.
The collectors I admire most aren't necessarily the ones with the biggest budgets or the most prestigious pieces. They're the ones who show up. Who keep looking. Who let themselves be moved. Who buy the thing they can't stop thinking about.
Start there. The rest follows.
Come visit us at Morton Contemporary, 115 South 13th Street, Philadelphia, PA 19107. Or browse our available works online at mortoncontemporary.com.
We can't wait to help you find your first — or your next — favorite piece.
Morton Contemporary is Philadelphia's award-winning contemporary art gallery, representing 50+ emerging and established artists from around the world. Browse our artists →