Design Matters: Portfolios 01

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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D E S I G N M AT T E R S / / P O R T F O L I O S 0 1

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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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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

KISS—K 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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