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Design Matters: Portfolios 01 by Maura Keller

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Job:11-15877/15287 Title:RP-Design Matters Portfolios
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Job:11-15877/15287 Title:RP-Design Matters Portfolios
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p l a n n i n G c R E A T I N G i m p l e m e nt i n G
To find work, you must look for it actively. This means promoting yourself. “I’m
not a salesperson,” you might insist. But the truth is, to grow your business,
you’re forced to wear a sales hat. You need to talk about your company and
what you do. You have to be the walking, talking billboard of your company, with
your portfolio in hand.
Experts agree that you need to structure your portfolio’s content so that it is the
most meaningful to those whom you have identified as your key audience. Strive
for brevity, while also telling a story. For viewers who want more details, provide
expansive case studies of your work.
Lather, Rinse, Repeat
TAK E A GOOD LOOK AROUND.
WHAT DO YOU SEE?
Job:11-15877/15287 Title:RP-Design Matters Portfolios
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Job:11-15877/15287 Title:RP-Design Matters Portfolios
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Here’s where the tough part comes
in. Engage with your audience and
determine what is working and what
is not. What information should you
have in your portfolio and what can
be omitted? Let’s face it: every person
is different and their response to
your portfolio or self-promotion may
be different from the next guy’s.
But if there is a consistent thread
of discontent with your portfolio—
such as not enough visuals or your
copy does not meld with the visual
creativity you espouse—pay atten-
tion. If you are repeatedly asked for
clarifying information after a recipient
has viewed your portfolio, take note
and make the appropriate changes
that will garner the response you are
looking for.
When evaluating your vision for your portfolio, ask yourself:
When your audience looks at your portfolio or self-promotion piece, do they quickly find what they are looking for? Are
they engaged with what they see? In general, most don’t, and they back out faster than they would when they leave a
bad movie.
Most expert advice on portfolio design
can be summed up in a single word—
simplicity. This may sound almost trite,
but simplicity is key when it comes to
developing a consistent, memorable
portfolio or self-promotion.
In addition to simplicity, a well-thought-
out portfolio strategy will go a long
way. As in the early world of comput-
ing, it was often said that a computer
is only as good as the programmer—
“garbage in, garbage out”; the same
can be said of portfolio design.
The bottom line? A focused, powerful
portfolio will set you apart from the
competition, break through the clutter,
accelerate relationship-building, and
dramatically improve your probability
of success.
Streamlined for Success
KISSK EEP IT S I MPLE, STUP I D
p l a n n i n G c R E A T I N G i m p l e m e nt i n G
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Job:11-15877/15287 Title:RP-Design Matters Portfolios
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