Today we cover your professional portfolio.
A Great Portfolio Gets All the Action.
Why You Need a Professional Portfolio
Isn't My Web Site Enough?
Think about the viewers' experience.
Your web site is a mirror of your hard copy portfolio. YOU NEED BOTH.
How to Design a Professional Portfolio
- The best portfolio is functional - easy for the recipient to review and easy for you to produce. I've seen all types of presentations of artwork, from old cardboard folders or scrapbooks holding snapshots to big fancy black leather custom-made notebooks with engraved stationery and custom-printed oversize photographs. Many of these portfolios are amateur or uselessly elaborate. The easiest container for both you and your viewers is a "dressed" view binder with your promotional identity in the plastic sleeves and spine.
- Each portfolio you create is drawn from your Master File (Electronic, print and CD) of all your updated material. Once you have a Master Portfolio, all you have to do is update it whenever you have an event, award or new body of work. (You do update your material every time you have something new to add, don't you? If not, you might miss an opportunity!) Make sure to keep a backup off-site and natural disaster-proof.
- The contents typically include:
- Cover letter,
- One- or two-page resume,
- Artist's statement,
- Articles and press,
- Labeled color photocopies of images
- Inventory list for all images with retail prices
- Sample rack cards, brochures, postcards, business cards
- CD of contents
- Self-addressed stamped envelope (SASE) in back pocket
Each viewer looks at a portfolio for a different reason. A gallery dealer is interested in the visuals, your prices, and your resume. A museum curator looks at your artist's statement and experience. The arts writer is interested in newsworthy accomplishments. Collectors want to see if there is anything to buy.