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No Plastic Sleeves

Book Description

Your resume and cover letter, as well as a digital portfolio, business card and mailers, will function as the first contact and impression you make. These items will work to get your "foot in the door." Ultimately, however, it will be your portfolio book or online portfolio website that will land you the job. The creation of your own portfolio is a creative statement about the value you place on your work and craft. This book first uses a system to:
* find your visual identity, who YOU are
* use color, typography, and iconography to develop the look and feel of your portfolio package
* create a layout and composition that you love
* establish your online presence
* create content and design of your resume and cover letter
* and construct your portfolio book.

You will also learn bits of useful information along the way about print resolution, marketing ideas, and how to do all of this on a budget. By the end of this book, you will have an out-of-this world portfolio package that you will be able to use to establish and secure working relationships with potential employers and clients.

Table of Contents

  1. Front Cover
  2. Half Title
  3. Title Page
  4. Copyright
  5. Dedication
  6. Contents
  7. Acknowledgement
  8. Author’s Note
  9. Introduction
    1. Types of Portfolios
    2. The Comprehensive Package
    3. Brands and Concepts
    4. The Book
    5. Book Construction
    6. The Online Presence
    7. Marketing
    8. Our Process
  10. Step 1: Evaluate and Edit
    1. Introduction
      1. What Constitutes an Effective Portfolio?
      2. Evaluate, Edit, and Define
      3. For the Photographer
      4. For the Designer
      5. Note: Rework!
      6. How to Start: Describe Yourself as a Creative
      7. Exercise: Reverse View/Reverse Roles
      8. Help: Get Feedback
      9. How to Sort Your Work
      10. Q&A: Interview with Mary Virginia Swanson, Marketing Consultant and Educator (© 2009, Mary Virginia Swanson)
      11. Q&A: Interview with Richard Gref é, Executive Director, AIGA
      12. Q&A: Interview with Joe Quackenbush, Associate Professor of Design at Massachusetts College of Art and Design
  11. Step 2: Branding
    1. Introduction
    2. Brand
      1. Research and Analysis
    3. Discovery
      1. Defining Your Own Brand Attributes
      2. Reflect on Your Work
      3. Reflect on Yourself and Interests
      4. Reflect on Your Future
    4. Inspiration
      1. Looking Outward
      2. Genres and Styles
      3. Process
      4. Trends
      5. Q&A: Interview with Kristen Bernard, Graphic Design Student, Endicott College
    5. Brand Attributes
      1. How to Identify Key Brand Attributes
      2. Brand Statements
      3. Exercise: Brand Book
      4. Q&A: Interview with Will Bryant, Recent B.F.A. Graduate, Mississippi State University, Mississippi State, MS
    6. Brand Identity
      1. Note: A Brand Identity isn’t for Everyone
      2. Verbal Components
      3. Visual Components
      4. Additional Components
      5. Style Guide
      6. Q&A: Interview with Christine Pillsbury, Creative Director, BEAM Interactive and Relationship Marketing
      7. Q&A: Interview with Jeremie Dunning, Senior Web Designer, Burton Creative Services
  12. Step 3A: Cover Design
    1. Introduction
      1. Cover Design
      2. A Note about the Interior Layout
      3. Your Approach
    2. Concepts
      1. Q&A: Interview with Gail Swanlund, Co-director and Faculty, CalArts, Graphic Design Program
      2. Understanding the Range of Possibilities
      3. Conceptual Methodologies Defined
    3. Brainstorming Techniques
      1. Sketches and Word Associations
      2. Moodboards
      3. Promotional Exercise
      4. Q&A: Interview with Beverly Hayman, Recent B.F.A. Graduate, Mississippi State University
      5. Q&A: Interview with Jamie Burwell Mixon, Professor, Mississippi State University
    4. Design Focus
      1. Dominate Elements
      2. Subordinate Elements
      3. Compose the Elements
      4. Consider Material and Formal References
      5. Logos
    5. Color
      1. Color Palette: Dominant, Subordinate, Accent
      2. Hue, Brightness, and Saturation
      3. Symbolic and Emotional
      4. Need Help: Three Different Strategies
    6. Images & Iconography
      1. Note about Copyright and Appropriation
      2. Understanding Copyright Law: Basics and Resources
      3. Iconography
      4. Using Iconography versus Visual Icons
      5. Q&A: Interview with Naomi Harris, Photographer
      6. Denotative and Connotative Meaning
      7. Building Visual Texts
      8. Building Imagery: Illustration versus Photographic Imagery
    7. Composition
      1. Overview
      2. Hierarchy
      3. Negative Space
      4. Size and Proportion
    8. Typography
      1. Overview
      2. Words of Advice
      3. For the Designer
      4. Tips
      5. Copy
    9. Visual Techniques
      1. Visual References
      2. Visual Properties and Techniques
      3. Making Something New and Unique
      4. Experiment
      5. Caution: Often Less Is More
      6. Important Notes
  13. Step 3B: Materials and Forms
    1. Introduction
      1. Binding
      2. Glued Back-to-Back Binding
      3. Spiral Binding
      4. Covers: Softbound versus Hardbound
      5. Spine, Hinge, and Clasp: Closed versus Open
      6. Variation: Sewn or Stitched Bindings or Nonadhesive Bindings
      7. Wood, Metal, and Alternative Materials
      8. Windows, Cutouts, and Insets
      9. Accordion-Fold Bindings and Concertina Bindings
      10. Folded Pages and Inserts
      11. Flag Books
      12. Pop-Up Books
      13. Embossing
      14. Commercially Available Book Binding
      15. Consumer Retail Services
      16. Professional Services: Asukabook, Paperchase, and Pitko Photobooks
      17. Color Management
      18. Web Links
  14. Step 4: Layout
    1. Introduction
      1. Q&A: Interview with Hyun Sun Alex Cho, Associate Creative Director, Ogilvy and Mather, New York, NY
    2. Hierarchy
      1. One Page versus the Page Spread
    3. Images
      1. Number and Size
      2. Quality
    4. Labels
    5. Composition: The Grid
      1. Number of Columns and Rows
      2. Grouping: Alignment and Proximity
      3. Image Layouts
      4. Negative Space
      5. Margins of Space
      6. Single-Column Grid
      7. Spreads & Margins
      8. Sequence
      9. Rule of Thirds
      10. Extending the Visual Identity
    6. Typography
      1. Typographic Systems
      2. Typographic Range
      3. Typographic Hierarchy
      4. Legibility
      5. Tips and References
      6. Paragraphs
      7. For the Nondesigner
      8. Need Help: Recommendations
    7. Composition: Working with Images
      1. Creating Interplay and Image Relationships
      2. Image Sequencing across Multiple Pages
      3. Applying Sequencing
      4. Compound Image on a Single Page
      5. Getting Beyond Categories
      6. Scaling and Legibility
      7. Things to Consider
  15. Step 5: Construction
    1. Introduction
    2. Methods to Construct a Book and Book Terminology
      1. Parts of a Book
      2. Materials
      3. Tools
      4. Printing Your Books
      5. Color Management
      6. Software and Color-Managed Workflows
      7. Tip: Get Help!
      8. Duplex Printing
      9. Alternatives to Duplex Printing
    3. Post and Screw Binding with Board Covers
      1. Cutting Your Boards
      2. Measure and Cut the Book Cloth
      3. Gluing
      4. Punching Holes in Your Covers and Book Block
    4. Gluing a Printed Cover
    5. Back-to-Back Glued Binding
      1. Measure and Cut the Cover
    6. Sewn or Stapled Pamphlet
    7. Insets and Windows
  16. Step 6: Digital & Online Portfolios
    1. Introduction
      1. Skill Level
    2. Tips for the Inexperienced
    3. Goals and Message
      1. Tips for the Moderately Experienced
      2. Tips for the Experienced
      3. Defining Your Goals
      4. Target Audience
      5. Usabilit
      6. Research
    4. Concept and Brand
      1. Q&A: Interview with Mark Barcinski, Partner, and Adrien Jeanjean, Partner, Barcinski & Jeanjean Interactive Studio,
      2. Keeping the Brand Voice Consistent
    5. Web Design
      1. The Uniqueness of a Web Composition
      2. Taking Advantage of the Web
      3. Traditional Website Design
      4. Fluid Spaces
      5. Layering and Separation
      6. Integrated Media
      7. Video
      8. Movements and Transitions
      9. Time-Based Media
      10. A Note about Blogs
      11. The Grid System (Again)
      12. Layout and Content Tips
      13. Introductions
    6. Site Architecture
      1. Grouping Content
      2. Target Audience
      3. LATCH and Other Organizational Schemes
      4. Defining Categories and Labels
      5. Site Maps
    7. Navigation
      1. User Interface Design
      2. Navigation
      3. Hiding/Revealing
      4. Q&A: Interview with Chris Wooster, Group Creative Director, T3
    8. From Design to Development
      1. Designing Interactive Sequences
      2. Development Tools
      3. Optimization for the Web
      4. How to Get Your Website Live
      5. Online Portfolio Directories
      6. Q&A: Interview with Andrew King, Partner, and Mike Wislocki, Partner, SquareWave Interactive
      7. Animation/Broadcast Design Reels
  17. Step 7: Promotional Materials
    1. Promotional Materials
      1. Introduction
      2. Professional Organizations and Networks
      3. Mailings: Electronic versus Hard Copy
      4. Marketing Tactics for Photographers
      5. Have a Plan
      6. Competitions as Marketing Tools
      7. Marketing Tactics for Designers
      8. Marketing and Self-Promotion: What to Do, and Connecting to Your Targeted Audience
      9. Resources for Finding Your Audience
      10. What Happens When It Works?
      11. Your Other Work?
      12. Get Listed
      13. Showings and Exhibitions
      14. Note about Photographer Representatives (Reps)
      15. Q&A: Interview with Heather Morton, Independent Art Buyer
      16. Creative Placement Agencies and Reps for Designers
      17. Q&A: Interview with Kim Wachter, Senior Staffing Consultant, Hollister, Inc.
      18. Q&A: Interview with Bryn Mooth, Editor, How Magazine
  18. Step 8: Professional Materials
    1. Resume/CV
    2. Type
      1. Paper Stock
    3. Layout
    4. Cover Letters
    5. Business Cards
      1. Interviewing
      2. Photography: Contracts and Pricing
      3. Pro Bono Work
      4. Pricing, Licensing, and Salary Resources
      5. Q&A: Interview with Chris Wooster, Group Creative Director, T3, Austin, TX
      6. Q&A: Interview with Sean Adams, Partner, AdamsMorioka, Beverly Hills, CA
    6. Job Listings and Professional Resources
  19. Endnotes
  20. Appendix A: Resources
  21. Appendix B: Interviews
  22. Appendix C: Contributors
  23. Index