Shane Hutton is Creative Director at Modernista!, and has led creative ideas for Hummer, Cadillac, and countless other brands. Who else would you want giving you portfolio tips? We're grateful that Shane took so much time and provided such rich information, so have a read and enjoy.
1. Make it small. Preferably pocket sized. Something the people you want to show it to can slip into their pocket or purse and look at on a plane.
2. Make the cover interesting. That's the first thing we see. Make it count.
3. Avoid puns.
4. Don't be afraid to throw in things that tell people about you personally. Not just your work. A page here or there with no marketing on it, but that is entertaining and reflective of your taste, helps to break the book up into digestible chunks.
4.1 If you're a a writer and you can't draw and you don't know photoshop, do it in black and white. Use a Sharpie and stick figures. Make it obvious that this is not about the look but the substance of the idea.
4.2 If you're a junior, don't show TV.
4.3 If you're a writer, don't show poems, short stories or movie scripts. Keep all copy short and punchy. If you want to show long copy, write some "e-mail blasts" and put them at the back. Never make any paragraph longer than 5 lines. And never make a letter or an e-mail longer than one page. In fact, never make it longer than 5 paragraphs.
4.4 If you're an art director and you want to show your amazing ability to paint, make your amazing paintings ads for high fashion items that don't require clear, concise concepts to sell them. High fashion tends to be about moods and feelings. Put a fashion logo on your art and be ready to justify why you did that for that logo. If an art director can only make things that are good looking for personal projects, you won't keep a job for more than 2 years.
4.5 If you've never worked before, don't include a reel. Unless you're amazing with Flash and it's the sickest shit anybody you know has ever seen.
4.6 If somebody asks to see something in your book for your next meeting, put it in there. I can't believe I just felt compelled to tell you that. You might be surprised to find out how few people actually do that.
4.7 If you're a designer, imbed a statement into your design. Don't just doodle. Even one word here or there can help people to make a connection to your work. Designers who can embrace concepts are more valuable than designers who can't. Plus, people like finding Easter eggs and solving puzzles. Give them something to discover in your designs.
4.8 Give people a portfolio they can keep. It takes the pressure off of them having to look at it quickly. And they'll probably lose it anyway, so nip it in the bud. Plus, people like presents.
4.9 If you're a web designer or Flash artist or anything like that, show your website on your laptop but bring your own speakers. Then give the person a flash drive with your work on it and a card with your link on it. Be buttoned up. Make it a cool little package because you have the distinct disadvantage of needing people to take an extra step to see your work by going online or turning on a computer. So you have to make extra sure to go the extra mile with presentation while still keeping it simple.
4.9.5 Do what YOU want them to see, not what you THINK they want to see.
5.0 Don't get impatient. No matter how long it takes to get someone to look at your book, just be cool. If you feel your being dogged, ask them if it's cool if you come in to pick the book up. If they say yes, they're done with it. If they say no, just be cool. Sometimes it takes me 2 months to check my voicemail. Your book is not on the top of my list, especially if I need more staff. Just Zen out and be cool. The Universe will reward you for it.
And remember, people almost never hire a book. They hire you. The book is only there to make them interested in you. So do what my Mom always told me, just be yourself and you will never fail.
