Over-Processed
When a portfolio presentation becomes a client presentation.
The difference, and how to avoid it.
If you’re already on the list and have reviewed my 9 Things to Avoid freebie, then you know I’m generally against including much if any process in your portfolio. Of course be ready to talk about the inspiration and content-driven reasoning for your projects, but there’s really no need to show it. The thing is, too much process can overshadow your finished pieces and make a potential employer twiddle their thumbs as they wait and wait to see your final designs — what you’re ultimately there to present.
I attended the 2021 AIGA Portfolio Festival (virtually) in mid-July. One of my favorite keynote speakers was Zipeng Zhu. (If you don’t yet follow him, please do!) Aesthetically, his work is bright and bold, and conceptually it’s top notch. His ideas are super smart and succinctly communicated through beautifully handled graphic and typographic wit — the epitome of great graphic design.
He attended SVA, worked at Pentagram and Sagmeister & Walsh, and now has his own operation called DAZZLE.
All work by Zipeng Zhu from the @zzdesign instagram feed!
By Zipeng Zhu. Sourced from his website page here
By Zipeng Zhu. Sourced from his Behance.
Anyway, this guy is uber-talented and has tons of experience, so I was extremely interested to watch him live-review student portfolios.
A commonality I noted in all student presentations was the overwhelming amount of process work that was shown. I’m talking pages and pages of process, some of which would continually interrupt the finished creations, ultimately throwing off pacing, and inevitably force the final project imagery into submission. Some of the included process gave intense overviews of the history of chosen typefaces, along with all sorts of research-based reference material and tons of inspirational imagery. I sent my husband a text during the reviews exclaiming that I felt as though I was deep in the throes of a client deck and not a portfolio review. Zipeng Zhu had the same reaction. It’s taking way too long to see the work. The process is going far too deep, and that the presentations felt client-facing.
So, let’s break down the two.
Client Presentation Decks.
These are presentation decks that often show 2 – 3 options for a given design ask. Clients who are paying big bucks for the work need inspiration included and reasoning spelled out in these decks to be sold on your design solutions. Remember, these decks are essentially sales pitches. They encompass market research and strategy, and clients want to see how all of that has integrated into your finalized options to maximize the success of the assignment. The extra information is often presented in a written format so clients, many of who are entirely unfamiliar with design, can keep it to reference.
Audience: Generally non designers who are paying for a service.
Portfolio Presentations
Just because an employer likely lives and breathes design as you do, does not mean they aren’t interested in hearing the reasoning for your work, BUT, they really don’t need to see it — especially not spelled out. What they are most interested in determining, and quickly, is if you can stick the landing. So, don’t go through ten pages of process work before your dismount. It makes your portfolio lose sleekness and distracts from the actual work. I highly recommend, whether you’re presenting your portfolio in a printed, web, or spoken format, that you include short explanations of the work. What is it? What’s the concept? And then be ready to conversationally tackle any questions related to process. But don’t waste your time or the employer’s by giving them a 5-minute history of Franklin Gothic. Don’t take the time to define very obvious words or acronyms. Don’t show too much inspiration or it can dangerously create a comparison point that doesn’t serve you.
Audience: A potential employer who is immersed in design
Hopefully, this clears things up.
And, just to reiterate. . .
Process in real-time is incredibly important. And an employer will likely ask about it. But think twice before including it. And, if you do decide to include some, please think about at least limiting the amount. Make sure you lead with the finished work, too, and not the process.
