Obviously, every graphic designer would love to create the perfectly original design for every client, and in a perfect world, this would be possible. Designers would have unlimited freedom in their creations, clients would love to be original, and advertisements would be appreciated for the art form they are. Unfortunately, we don’t live in a perfect world and designers very often have to forgo unique designs and their creative flair for a canned design that their client desires. In all reality, commercial design just is not the place for showing off artistic talents.
With this in mind, the question arises, how do you as a designer keep each project from looking like the last one? When you get an amazing idea, it’s hard not to want to keep using it for every client, but for your future clients’ and your career’s sakes, you cannot just copy the best idea you’ve ever had into every project. Keep your work original for each new client by following these tips below:
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A designer’s portfolio is like an audition for the job. You have to show your best work. In the design world, instead of submitting a cover letter and resume, you submit a cover letter and show examples from your portfolio. When you go in for an interview, your portfolio is basically the star, the focus.
You need to review your portfolio multiple times, carefully scrutinizing which samples best show your ability. You need a mix of media if possible – Web site designs, magazine designs, advertising design (which can be broken down into further subcategories, such as direct mail, billboards, posters), and anything else you’ve designed. I’ve looked at plenty of portfolios – to hire people, to get ideas and just to admire a designer’s work. Here’s what I’ve noticed will help you and your portfolio to stand out – in a good way.
Do’s
Sign your cover letter. No one is going to look at your portfolio unless you write them a nice, personalized cover letter. I could write a whole blog, or even a whole book, about cover letter mistakes. But for designers, the important thing to remember is to sign the cover letter. That space between “Sincerely” and your typed name is the place for your signature – not your logo or some design element. Save that for the portfolio.
Organize your portfolio. It doesn’t matter if you organize by genre, by media or by project, just make sure there is some method to your madness that is apparent to the interviewer’s eyes. There’s nothing worse than looking at samples that have nothing to do with one another and try to make sense of them.
Include some sketches or scribbles to show the progression of a piece. Head designers like to see how your design mind works, so don’t throw away that old scrap of paper that holds the progression of your magazine ad. Include these items in the back folder of your portfolio case for when the interviewer asks how you came up with a piece.
Don’ts
Don’t lie. This seems obvious, but seriously, don’t do it. When asked if you designed a piece in its entirety, including the photo shoot, the lighting, everything – if you didn’t do it all, don’t say you did. Taking credit for everything in a piece doesn’t show that you’re a team player. It also makes you look like a liar since most designers work in teams on every item they create.
Don’t ask for critique. Some interviewers might offer some critique, and you should take it if offered, but don’t ask for it. The interviewer doesn’t have the time and you’ll be seen as someone who needs direction – never good for any kind of designer.
Don’t forget about the online portion. Your portfolio should be for your best, best and absolute best work. Your online portfolio has much more room for those “okay” projects that shows your variety, but aren’t quite the cream of your crop. Be sure to create an online portfolio of which you can direct interviewers to in case they want to see more. This way, they can also review what they saw in your portfolio and remember you better.
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