When purchasing or selling fine art paper prints, most of us focus naturally on image quality, paper selection, and maybe even the printing technique. Yet one important factor is often underestimated until an issue arises: how the print is shipped.
At FinerWorks, we offer both flat and rolled shipping options when possible. Many customers choose the rolled option because it is slightly less expensive, but a lower cost does not always mean a happier recipient.
More than a decade ago, we transitioned to shipping most fine art paper prints flat. The response was overwhelmingly positive, with many customers appreciating that their prints arrived ready to handle and frame. Over time, however, we also heard from customers who preferred rolled shipping due to familiarity or assumptions about transit safety. To accommodate both preferences, we decided to offer both options. This naturally leads to an important question: which method truly serves fine art prints best?
While rolled shipping tubes are common in online art sales, flat shipping is usually the better choice whenever it is practical. The reasons come down to paper behavior, surface protection, and the overall experience for the recipient, whether it be a paying customer or someone you are giving the print to as a gift.
Fine Art Papers Behave Differently
Fine art papers differ significantly from mass market poster and photo papers. Most are made from cotton rag or high-grade alpha cellulose and are engineered for long-term stability. They are thicker, softer, and more absorbent, often with carefully crafted textures that enhance the artwork.
Although these papers are manufactured in large rolls, they are not intended to remain tightly curved after printing. When finished prints are rolled into shipping tubes, the paper fibers often retain that curvature, especially in heavier stocks and most notably with alpha-cellulose-based papers. The result is a persistent curl that wants to resist flattening.
Shipping prints flat allows the paper to relax naturally, helping it maintain the shape and presentation intended by the artist and printer.
Rolled Prints Require Additional Handling
A common frustration with rolled fine art prints is that they are rarely ready to frame upon arrival. Buyers often need to spend additional time flattening the print before it can be properly matted or mounted.
This may involve placing the print under weight for several days, carefully reversing the curl, or, in some cases, seeking professional rehumidification to safely relax the paper fibers. These extra steps are inconvenient and become more difficult with heavier fine art papers.
Flat shipped prints, by comparison, are typically ready for immediate handling. For customers preparing artwork for gifting, exhibitions, or sales, this convenience is a meaningful advantage.
Lower Risk of Surface Damage
The printed surface of a fine art print is delicate by nature. Matte finishes, textured papers, and areas of dense ink coverage are all sensitive to uneven pressure.
Consider a common scenario. A customer opens a rolled print shortly before it needs to be framed. As the print is unrolled, it springs back into a curve. When the customer gently presses it flat, faint pressure marks become visible in darker areas, marks created by prolonged compression inside the tube.
While the print may not be defective, the buyer is left questioning whether the marks will disappear or whether damage has occurred. What should be an exciting moment becomes uncertain.
Flat shipping significantly reduces this risk by minimizing stress on the printed surface and helping ensure the artwork arrives in the same condition it left the print lab.
The Hidden Cost of Rolled Prints by the Carriers
Possibly one of the most practical reasons to avoid shipping prints rolled is to avoid surcharges now present with carriers like UPS and FEDEX. This can easily add around $13 extra (even for a small tube) to the carrier cost due to the fact that they are harder for some of the automation to accurately process, leading to manual intervention by the workers. Ultimately, if you do decide to ship prints yourself or need to ship a very large print, therefore need to ship them in a tube, use triangular tubes instead of cylinder tubes since these typically do not accrue the additional charge. As of this day, the same is not true with USPS; however, that might change eventually.
Presentation Influences Perceived Value
How a print is presented upon arrival strongly influences how it is perceived. A flat, clean print that can be viewed immediately communicates care, professionalism, and quality.
Collectors and experienced buyers often associate flat shipping with gallery and museum standards. It reinforces the idea that the print is an art object rather than simply a decorative item.
Rolled prints, even when expertly produced, can unintentionally feel less refined to some buyers. Flat shipping helps avoid that perception gap.
Best Suited for Small and Medium Sizes
Although rolling may be unavoidable for very large formats, many commonly ordered fine art print sizes can be safely and efficiently shipped flat.
For these sizes, flat packaging simplifies framing, reduces curl-related concerns, and lowers the chance of post delivery handling issues. For sellers, this often leads to fewer questions, fewer complaints, and higher overall customer satisfaction.
When Rolling Is Unavoidable
There are situations where rolling a print cannot be avoided, such as oversized formats, international shipments with dimensional limits, or specific cost considerations. When rolling is required, proper interleaving, careful handling, and larger diameter tubes can help reduce potential issues.
Even with these precautions, rolling remains a compromise rather than the ideal solution for fine art paper prints.
A Better Experience From Print to Wall
Fine art paper prints represent an investment in materials, craftsmanship, and artistic intent. Shipping them flat whenever possible helps protect that investment.
By preserving the paper’s natural structure and safeguarding the printed surface, flat shipping delivers a smoother experience from the moment the package is opened to the final presentation on the wall. For those who value quality and longevity, it remains the preferred approach.