No Plastic Sleeves: The Complete Portfolio Guide for Photographers and Designers

Front Cover......Page 1
No Plastic Sleeves: The Complete Portfolio Guide for Photographers and Designers......Page 4
Copyright Page......Page 5
Contents......Page 7
Acknowledgments......Page 16
Authors\' Note......Page 17
The Comprehensive Package......Page 18
The Book......Page 19
Our Process......Page 20
Step 1: Evaluate and Edit......Page 22
Evaluate, Edit, and Define......Page 23
Exercise: Reverse View/Reverse Roles......Page 24
Help: Get Feedback......Page 25
How to Sort Your Work......Page 26
Q&A: Interview with Mary Virginia Swanson, Marketing Consultant and Educator (© 2009, Mary Virginia Swanson)......Page 27
Q&A: Interview with Richard Grefé, Executive Director, AIGA......Page 28
Q&A: Interview with Joe Quackenbush, Associate Professor of Design at Massachusetts College of Art and Design......Page 29
Step 2: Branding......Page 32
Introduction......Page 33
Research and Analysis......Page 34
Reflect on Your Future......Page 35
Process......Page 36
Trends......Page 38
Q&A: Interview with Kristen Bernard, Graphic Design Student, Endicott College......Page 41
How to Identify Key Brand Attributes......Page 43
Exercise: Brand Book......Page 45
Q&A: Interview with Will Bryant, Recent B.F.A. Graduate, Mississippi State University, Mississippi State, MS......Page 47
Verbal Components......Page 49
Style Guide......Page 50
Q&A: Interview with Christine Pillsbury, Creative Director, BEAM Interactive and Relationship Marketing......Page 53
Q&A: Interview with Jeremie Dunning, Senior Web Designer, Burton Creative Services......Page 54
Step 3A: Cover Design......Page 56
Your Approach......Page 57
Concepts......Page 59
Understanding the Range of Possibilities......Page 60
Conceptual Methodologies Defined......Page 65
Promotional Exercise......Page 66
Q&A: Interview with Beverly Hayman, Recent B.F.A. Graduate, Mississippi State University......Page 67
Q&A: Interview with Jamie Burwell Mixon, Professor, Mississippi State University......Page 69
Compose the Elements......Page 71
Logos......Page 72
Color......Page 73
Hue, Brightness, and Saturation......Page 74
Need Help: Three Different Strategies......Page 75
Images & Iconography......Page 76
Understanding Copyright Law: Basics and Resources......Page 77
Using Iconography versus Visual Icons......Page 79
Q&A: Interview with Naomi Harris, Photographer......Page 81
Denotative and Connotative Meaning......Page 82
Building Visual Texts......Page 84
Building Imagery: Illustration versus Photographic Imagery......Page 86
Size and Proportion......Page 88
Overview......Page 89
Copy......Page 90
Visual References......Page 91
Important Notes......Page 92
Step 3B: Materials and Forms......Page 94
Spiral Binding......Page 95
Covers: Softbound versus Hardbound......Page 98
Spine, Hinge, and Clasp: Closed versus Open......Page 99
Variation: Sewn or Stitched Bindings or Nonadhesive Bindings......Page 100
Windows, Cutouts, and Insets......Page 101
Accordion-Fold Bindings and Concertina Bindings......Page 102
Embossing......Page 104
Consumer Retail Services......Page 105
Web Links......Page 106
Step 4: Layout......Page 108
Q&A: Interview with Hyun Sun Alex Cho, Associate Creative Director, Ogilvy and Mather, New York, NY......Page 109
One Page versus the Page Spread......Page 110
Quality......Page 111
Composition: The Grid......Page 112
Number of Columns and Rows......Page 113
Grouping: Alignment and Proximity......Page 114
Image Layouts......Page 115
Negative Space......Page 116
Single-Column Grid......Page 117
Spreads & Margins......Page 118
Sequence......Page 119
Rule of Thirds......Page 121
Extending the Visual Identity......Page 122
Typographic Range......Page 123
Legibility......Page 124
Paragraphs......Page 125
Need Help: Recommendations......Page 126
Composition: Working with Images......Page 127
Creating Interplay and Image Relationships......Page 128
Applying Sequencing......Page 132
Compound Image on a Single Page......Page 133
Getting Beyond Categories......Page 134
Things to Consider......Page 136
Step 5: Construction......Page 138
Methods to Construct a Book and Book Terminology......Page 139
Parts of a Book......Page 140
Printing Your Books......Page 141
Color Management......Page 142
Software and Color-Managed Workflows......Page 143
Tip: Get Help!......Page 144
Alternatives to Duplex Printing......Page 145
Cutting Your Boards......Page 146
Gluing......Page 147
Punching Holes in Your Covers and Book Block......Page 150
Gluing a Printed Cover......Page 151
Back-to-Back Glued Binding......Page 152
Measure and Cut the Cover......Page 156
Sewn or Stapled Pamphlet......Page 159
Insets and Windows......Page 161
Step 6: Digital & Online Portfolios......Page 164
Skill Level......Page 165
Tips for the Inexperienced......Page 166
Target Audience......Page 167
Research......Page 168
Q&A: Interview with Mark Barcinski, Partner, and Adrien Jeanjean, Partner, Barcinski & Jeanjean Interactive Studio, http://www.barcinski-jeanjean.com/......Page 169
Keeping the Brand Voice Consistent......Page 171
The Uniqueness of a Web Composition......Page 173
Taking Advantage of the Web......Page 177
Fluid Spaces......Page 179
Integrated Media......Page 180
Video......Page 181
Movements and Transitions......Page 183
Time-Based Media......Page 185
Introductions......Page 186
LATCH and Other Organizational Schemes......Page 189
Defining Categories and Labels......Page 190
Site Maps......Page 191
Navigation......Page 193
Hiding/Revealing......Page 195
Q&A: Interview with Chris Wooster, Group Creative Director, T3......Page 197
Designing Interactive Sequences......Page 198
Optimization for the Web......Page 200
Q&A: Interview with Andrew King, Partner, and Mike Wislocki, Partner, SquareWave Interactive......Page 201
Animation/Broadcast Design Reels......Page 202
Step 7: Promotional Materials......Page 204
Introduction......Page 205
Mailings: Electronic versus Hard Copy......Page 206
Have a Plan......Page 211
Competitions as Marketing Tools......Page 212
Marketing and Self-Promotion: What to Do, and Connecting to Your Targeted Audience......Page 213
What Happens When It Works?......Page 214
Your Other Work?......Page 216
Note about Photographer Representatives (Reps)......Page 217
Q&A: Interview with Heather Morton, Independent Art Buyer......Page 218
Q&A: Interview with Kim Wachter, Senior Staffing Consultant, Hollister, Inc.......Page 219
Q&A: Interview with Bryn Mooth, Editor, How Magazine......Page 221
Step 8: Professional Materials......Page 224
Resume/CV......Page 225
Type......Page 227
Paper Stock......Page 229
Layout......Page 231
Cover Letters......Page 232
Business Cards......Page 235
Interviewing......Page 238
Photography: Contracts and Pricing......Page 239
Pricing, Licensing, and Salary Resources......Page 240
Q&A: Interview with Chris Wooster, Group Creative Director, T3, Austin, TX......Page 241
Job Listings and Professional Resources......Page 242
Endnotes......Page 244
Appendix A: Resources......Page 248
Appendix B: Interviews......Page 254
Appendix C: Contributors......Page 258
B......Page 263
D......Page 264
I......Page 265
M......Page 266
P......Page 267
S......Page 268
W......Page 269
Z......Page 270