Principles of designer portfolio organization

^{The picture was found on the web (the author is unknown) and finalized with a file ...}

Most of the portfolio show work, but does not sell the designer and his services. From the point of view of the client who is far from design, they are all the same, and under such conditions the choice goes exclusively through our own subjective assessment of “like / dislike”.

Is it possible to somehow influence the opinion of the customer? - Yes, it is possible, and even more than that - it is necessary!
')
First of all, you need to understand that each has its own selection and evaluation criteria, and if you try to satisfy everyone, it’s crap. The following rules will help you realize your strengths, and focus on them.

Part one. What to show?

Eminent projects

If you are lucky to work with public companies like Nestle, or Coca Cola - of course, place in the portfolio large logos of these corporate monsters. The demonstration that you have trusted such cool companies adds +100 credits from the customer.

Of course, most designers have clients, at best, “widely known in narrow circles,” but there is a way out here — it doesn’t stop you from writing a little more about the client’s company. “UkrTransImporKabel” is not a well-known supplier of cable products, but it has 200,000 square meters of warehouses in 5 countries on two continents. Already more or less cool sounds.

Creative and original solutions

In case you put pressure on a creative - demonstrate originality. Emphasize the unexpectedness and innovativeness of your own decisions in relation to other "classic" options. Show the dullness and everydayness of what others are doing, and the brightness of your own idea.

But be tolerant to others - show the work of colleagues in the shop without dirt and without specifying names. Your task is to play with the mood of the viewer, and not to find fame * luck.

Related Tasks

Customers rightly believe that if the designer worked in a particular area, it would be easier for him to do another job for the same sphere. Do not be ashamed to describe the essence of your customers. And in the case of web design, it is desirable to additionally indicate how customers use the site in their work.

Related task conditions

For certain customers there are specific working conditions. These conditions can be different, ranging from rush deadlines and budgets, ending with the specifics of the work, for example, when you have to redo or finish the work after another performer.

At a time when dinosaurs were running around the planet and I myself earned money by design, my versatility captivated customers. I could draw the site, rip the banners, flash the headband with the music to the main one, and then throw in the business cards with a bonus. An integrated approach in one person.

results

If your work can be measured in numbers, it must be demonstrated. The number of registrations on the site increased by 21.3%, the bounce rate decreased by a factor of 5.2 ... Everything that can be useful, calculated and looks cool should be demonstrated. People generally believe in numbers very well, use this ;-)

Awards

Of course, if you are lucky to get EFFIE - the photo of the golden statuette should definitely be in your portfolio. And let not all customers know what it is, but recognizing you by others - this greatly increases the credibility of you as a professional.

Part two. How to show?

Chronology

Almost all freelancers and design studios make a big mistake - they show works in chronological order. In fact, it is convenient only for those who regularly come to your site - that is, for competitors, but not for customers.

Remark: Yes, in the portfolio, in particular, it is important to show that you are alive, so do not be ashamed to confirm this somehow, for example, add the date of the last completed work or the number of projects for the current year.

For someone who plans to pay you money, not the chronology is more important, but the steepness of the projects and your competence (all that was discussed in the first part). Therefore, first put the projects that you are proud of, and not those that you completed the last.

Performance

Extremely important is how you demonstrate your work. Even the coolest work without the appropriate filing will not bring absolutely no benefit.

Here are 2 tips: show in the "natural environment" + show it cool.
If this is a logo, it has a place on business cards and T-shirts, if the site is on an iPad, a mobile application is in an iPhone that is held in the hands of a living person (demonstrate that you are using the application, and do not insert a screenshot into the template frame).

Better for great pictures only sells great video. So, for example, branding meters present their work:



For inspiration, I collect such product presentations on a board in Pinterest .

Reviews

I had a client who did not see any work from my portfolio, but nevertheless arrived at the first meeting immediately with an advance. Recommendations and reviews - work. Collect letters, letters, everything that you can get from a happy client, scan it and place it near the work.

It was - it became

A nice reception too. There was a logo with a globe, and what a mimichek became :-)

Justification price

It is not enough to show the result of the work, it is also important to show the whole process, how difficult it was to do, what problems you encountered in the process and how they were solved. This will be the rationale for the price.

There is even an anecdote on this topic:

Mike Tyson was a designer until another client asked: “50 bucks for an icon? What is so expensive? She's maaaalen! ”

Less is better

If the amount of work done is not your strength - remove mediocre work from the portfolio. Let them remain 10, but they will be super cool. So do good directors and authors of books - throw out most of the footage, trim the book 2-3 times, leaving the most delicious, which then is already evaluated by readers, viewers, customers.

Presentation

Not necessarily at all on your portfolio, BigBoss will be the first to look. In large companies, the initial selection is carried out by the secretary, and here it is important that there is no spoiled phone, and the girl with solitaire on the computer has accurately transmitted information about you. I don’t know a better solution than a PDF or PowerPoint presentation. Place in one small document a short story about yourself and your work.

Count-to-action

No one thinks about this at all :-) A number of action games is an element that will prompt to action. What prevents the bottom of the work in the portfolio to finish "Would you like yourself such a cool logo - write me a letter right now at mr.desіgner@gmaіl.com"? It is not enough just to show the work, the viewer must be motivated to action!

PS A poorly formed portfolio is better than no portfolio. The fact that you do not have time is not an excuse for your laziness. A person can spend up to three days without food and water - that's all, I found you 5-6 hours of time :-)

PPS If you know examples of a beautiful portfolio - throw off in the comments and do not forget to write why you like it.

And in order to earn more now, read “ How can a designer make more money today? ".