Throughout the Fresh Paint 4 fair some 1,500 postcards, the original work of well-known artists, young artists, art students, designers and illustrators are presented to the public. The postcards are displayed anonymously and are sold at a standard price. Fair-goers can get an impression of the variety and quality of Israeli art and purchase their favorite postcards.  
All proceeds from the project are used to fund scholarships for youth from underprivileged backgrounds for studies at the Tel Aviv Museum of Art's Joseph and Rebecca Meyerhoff Art Education Center program for outstanding young artists.