(RAY)
Job:11-15877/15287 Title:RP-Design Matters Portfolios
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Q&A W ITH N EIL TORTORELLA
The Essence of Portfolio Design
Neil Tortorella has more than thirty years of experience as an award-winning graphic designer, writer, and marketing
consultant. He has operated his own design and marketing consulting practice, Tortorella Design, for more than
twenty years.
Q: WHAT IMPORTANCE D OE S A
PORTFOLIO P LAY IN THE BUSI-
NESS OBJ ECTIVES OF BOTH
INDE P ENDENT DESIGNERS AND
FIRM S O F ALL S IZ E S?
A: Ideally, the portfolio should focus
on work that the designer or firm is
good at creating, enjoys creating, and
is the type of work they want to do.
Talent is, or at least should be, a
given. The truth be told, there are
scores of very talented designers out
there, but they should focus on their
strengths in their self-promotions. For
some, logos come easy, but designing
a website is like pulling teeth. For
another, brochures are a piece of
cake, but designing a logo gives them
an anxiety attack. It’s important to play
to one’s strengths and do a bit of soul-
searching to find out what one is really
good at doing. We create our best
work when our heart, soul, and mind
are into it and enjoy working on it.
Talent, execution, and even enjoyment
aren’t quite enough if there isn’t a
market for it. It’s important to research
what clients are buying, what’s profit-
able, and build on what you like to do,
then find ways to tailor your portfolio
to that market and its needs.
Q: WHAT ARE THE C OR E
ELEM E NTS THAT YO U F E E L
ALL PORTFOLIOS SHOULD
INCLUD E?
A: A portfolio should be more than a
simple collection of designs. It should
tell a story. A well-thought-out book
should flow with a logical beginning,
middle, and end. And like all good
stories, the beginning should grab
attention; the middle fills in the details
and builds to the climax.
A portfolio should start with a great,
memorable piece and end with one.
Selecting them can be tough. Some
things to keep in mind are:
• Isitawlesslyexecutedand
produced?
• Arethemessageanddesign
clear and captivating?
• Diditfulllthegoalsofthe
project?
• Doesitreectthetypeofwork
you want?
• Doesitreectyourpersonal
style?
Whether you mount your work or
slide it into acetate sleeves, ensure
that everything is clean, square, and
without bent corners. The substrate
should be neutral and take a backseat
to the work. I’ve seen too many books
with mattes and mounting methods
that outshined the designer’s work.
Make sure the case is clean and
doesn’t look like it was made in 1942,
unless it’s supposed to look like it’s
from 1942. The case is the first thing
a prospect sees, and it sets the stage
for the presentation.
Find a way to make your portfolio
stand out. This is especially important
for drop-off versions. That might
mean a custom case or a clever, yet
functional, way to mount the pieces.
If it’s mounted, be sure all work is
mounted on a standardized board
such as 16 × 20 inches (41 × 51
cm) or 20 × 24 inches (51 × 61 cm).
Different-size boards are distracting
and awkward.
I N T R O D u c T I O N
(RAY)
Job:11-15877/15287 Title:RP-Design Matters Portfolios
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