Graphics Reference
In-Depth Information
C h a p t e r 1
Chapter 0
Title
Adaptation
Intro copy
Yo u ' d b e s u r p r i s e d a t w h a t a n e x p e r i e n c e d r e v i e w e r
can assume about you from looking at your portfo-
lio. Some reviewers may react negatively to choices
you've made and pass you by, even if you'd do a
great job for them. You can neutralize your portfo-
lio to prevent that, avoiding examples of chance-
taking work. This decision has its own pitfalls.
Many art directors use a portfolio to get a sense of
who you are. If your portfolio is too dry, they'll
worry that they won't enjoy working with you.
It's in your best interest, then, to evaluate yourself
and your work before it's done for you. Self-
evaluation is tough. Although you use some of the
same skills you would if you were developing a
concept for a client, applying them is much harder
when the product is yourself. You carry around
blind spots that might make you emphasize the
wrong things in your portfolio or pursue work in
an area that isn't your best. What are your
strengths? What will you need to overcome? Do you
have the talents that your target audience wants?
Where do you need to adapt to the market? Answer
these questions and you have a focus that will
shape your subsequent portfolio decisions.
