Last Friday I was asked to participate in with a panel with other local designers to evaluate student (college level) portfolios for AIGA Pittsburgh. I was very flattered by the inattention and humbled by participation of designers. There was representation from many leading agencies as well as top level freelancers. It was interesting to see how similar we all were. Despite our backgrounds, our career paths, and our training we are all very passionate about design and wish we could help others benefit from our mistakes coming up in the industry.
What was Missing
Working at a college I’ve seen my fair share of portfolio shows and everyone seems to have a theme. This one was really no different. Most of these students have never met one another. They were from schools across the State, but they all shared very similar approaches, concepts, practices, and deficiencies.
The students for the most part displayed adequate skills with software, basic layout, and design. But the one thing that seemed to be missing was thought. Outside of one student, the others showed their books and only final pieces. As a talent evaluator I’m more interested in how a designer arrives at their solution then I am the solution. Looking at finished work only gives you one part of the puzzle. The photograph could have made the design; maybe the designer go lucky; possibly a fluke logo etc…
The thought shows intent as well as the purpose of their ideas. It is my opinion that over time most designers can be trained to make adequate layouts and to stay within a certain comfort zone of colors and type. Repetition and coaching to most designers to that level, but good ideas and concepts can take a composition from plain layout to a masterfully communicated message.
Portfolio Do’s and Don’ts
- Do show your thought processes
- Don’t harp on your negatives when showing your book
- Do display passion in your work
- Don’t relay on class activities as portfolio pieces
- Do take the initiative to look out into the world and solve a
design problem
- Don’t compare yourself to your classmates look outward
- Do know what type of work the agency you’re applying to does and send them that kind of work when considered for a position
- Don’t create a blanket portfolio and send it everywhere
- Do continue to make more works after college
- Don’t think you’re done learning
