You are previewing No Plastic Sleeves: Portfolio and Self-Promotion Guide for Photographers and Designers, 2nd Edition.
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No Plastic Sleeves: Portfolio and Self-Promotion Guide for Photographers and Designers, 2nd Edition

Book Description

A polished and professional portfolio—including both print pieces and an online presence—is more important than ever for photographers and other creative professionals to make a great first impression and secure employment. This new edition of No Plastic Sleeves has been updated to address all facets of portfolio production, with a special focus on self-promotion and new information about blogs and social media’s role in the process. Including hundreds of photos, examples of successful design, and interviews with industry professionals, this text will guide you through the complete process of conceptualizing, designing, and developing all the interconnected aspects of your total portfolio package:

  • Objectively evaluate and edit your work
  • Develop a distinguishing brand concept
  • Understand and apply effective design strategies
  • Design a tailor-made portfolio book
  • Develop a comprehensive online portfolio
  • Develop printed professional and promotional materials
  • Utilize social media and self-promotion strategies

Table of Contents

  1. Cover
  2. Half Title
  3. Title Page
  4. Copyright Page
  5. Dedication
  6. Table of Contents
  7. Acknowledgments
  8. Authors’ 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 & 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 (© 2013, Mary Virginia Swanson)
      11. Q&A: Interview with Richard Grefé, 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
    5. Brand Attributes
      1. How to Identify Key Brand Attributes
      2. Brand Statements
      3. Exercise: Brand Book
    6. Brand & Concepts
      1. Brand Concepts
      2. Trends
      3. Q&A: Interview with Will Bryant, Recent B.F.A., Graduate, Mississippi State University, Mississippi State, MS
    7. Brand Identity
      1. Do You Need a Brand Identity?
      2. Verbal Components
      3. Visual Components
      4. Style Guide
      5. Logos & Brand Identity
      6. Q&A: Interview with Christine Pillsbury, VP, Group Director, Creative & UX, BEAM Interactive and Relationship Marketing
      7. Q&A: Interview with Shauna Haider, Graphic Designer, Nubby Twiglet, Portland, OR
      8. Q&A: Interview with Luke Copping, Photographer, Buffalo, NY
  12. Step 3A: Cover Design
    1. Introduction
      1. Cover Design
      2. 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 Kristen Bernard, Designer, Graduate, Endicott College , Beverly, MA
      5. Q&A: Interview with Jamie Burwell Mixon, Professor, Mississippi State University
    4. Design Focus
      1. Book Size & Proportion
      2. Dominant Elements
      3. Subordinate Elements
      4. Compose the Elements
      5. Consider Material and Formal References
      6. 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. Images and Iconography
      2. A Note about Copyright and Appropriation
      3. Understanding Copyright Law: Basics and Resources
      4. Iconography
      5. Using Iconography versus Visual Icons
      6. Building Visual Texts
    7. Composition
      1. Overview
      2. Hierarchy
      3. Negative Space
      4. Testing Out the Size & 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 & 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. Embossing
      13. Commercially Available Book Binding
      14. Consumer Retail Services
      15. Higher Quality Options
      16. Professional Services: Paperchase and Pitko Photobooks
      17. Print on Demand Magazines
      18. Color Management
  14. Step 4: Layout & Sequence
    1. Introduction
      1. Q&A: Interview with Hyun Sun Alex Cho, 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
      1. Labels
      2. Composition: The Grid
    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. Special Inserts
      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. Editing and Sequencing
      1. Image Sequencing across Multiple Pages
      2. Editing: Where to Start
      3. Strategies for Sequencing
      4. Creating Interplay and Image Relationships
      5. A Sample Sequence
      6. Working with Images in Small Groups
      7. What About Different Bodies of Work?
      8. Considerations for Designers
      9. Scaling and Legibility
      10. 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. Tip: Get Help!
      7. Duplex Printing
      8. 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: Online Portfolios & Blogs
    1. Define the Experience
    2. What You Need to Know
      1. UX Design
      2. Define Your Goals
      3. Define Your Target Audience
      4. Print & Web
    3. Brand across Medium & Platform
      1. An Integrated, Cohesive Approach
      2. Keeping Your Brand Voice Consistent
      3. Get Connected
    4. Online Portfolios
      1. An Overview
      2. Connecting Your Brand to Your Site
      3. Concept & Personality
      4. First Impressions
      5. Technology, Trends, & Web Design
      6. Aesthetic Trends
      7. UI Design Patterns
      8. Development Trends & Tech Influences
      9. Type & Image
      10. Flash
      11. Taking Advantage of the Web
      12. Functionality
      13. Ease of Use
      14. Linking Content
      15. Test Your Site
      16. Representing You
      17. Staying Current
      18. Video
    5. Tablets
      1. iPad Portfolio
    6. Multi-Device & Mobile Trends
      1. Creating Multiple Versions
      2. Responsive Design
    7. Portfolio Content & Structure
      1. Navigation
      2. Defining Categories & Labels
      3. Curated Galleries
      4. Number of Examples
      5. Keep It Fresh
      6. Case Studies (Mainly for Designers)
      7. Layout & Content Tips
    8. Blogs
      1. Overview on Blogs
      2. Blog vs. Portfolio Site
      3. Tips for Leveraging Your Blog
      4. Targeting Your Audience
      5. Unique Cases
    9. Online Portfolio Directories
      1. Online Portfolio Directories
      2. Social Media
    10. How to Make It Happen
      1. Out-of-the-Box Solutions (For Photographers and Designers)
      2. Creating Your Own Site (Designers)
      3. Research
      4. Work With a Pro (Photographers)
      5. Driving Traffic & SEO
      6. How to Get Your Site Live
  17. Step 7: Promotional Materials
    1. Promotional Materials
      1. A Multi-Faceted Approach
      2. What Should You Be Doing?
    2. Promotional Works
      1. Printed Works
      2. Promos That Reinforce Your Brand
      3. Q&A: Interview with Reena Newman, Photographer
      4. Promos That Are Attention Getting
      5. Personal Projects
      6. Other Approaches: Creating a “Context” for Your Work
    3. Electronic Promotions
      1. E-Promos and Digital Downloads
      2. Mailings: Electronic vs. Hard Copy
      3. Online Resources: Using Social Media and Sharing Sites
      4. Facebook, LinkedIn and Google+
      5. Photo Sharing Sites
      6. Pinterest
      7. Instagram
      8. Protecting Your Copyright
      9. Putting It All Together: James Worrell
      10. Audience and Networking
      11. Managing Social Media
      12. Making All the Pieces Work Together
      13. Professional Organizations and Networks
      14. Competitions as Marketing Tools
      15. Marketing Tactics for Designers
      16. Tip: Common Sense, Do Your Homework
      17. Resources for Finding Your Audience
      18. Photographer Representatives (Reps and Agencies)
      19. Creative Placement Agencies and Reps for Designers
      20. What Happens When it Works?
      21. Get Listed
      22. Showings and Exhibitions
      23. Q&A: Interview with Judy Herrmann
      24. Q&A: Interview with Bryn Mooth, former Editor, HOW Magazine
  18. Step 8: Professional Materials
    1. Resume /CV
    2. Type
      1. Bars, Rules, and Simple Graphical Elements
      2. 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
      7. Job Listings and Professional Resources
  19. Endnotes
  20. Appendix A: Interviews
  21. Appendix B: Contributors
  22. Index