Why tailoring your folio for creatives can lose you commissions

What are the must-haves? Don’t use Gmail if you’re serious about being a professional, and do a spellcheck. Confused, I asked why the illustrator was being passed on like a bad meatloaf. Make or break
Having worked professionally as a designer and art director for a few years, the simple premise of what information your website conveys wasn’t something I   ever seriously considered. The full version of this article first appeared in   Computer Arts issue 233, a special issue   –   with a photochromatic cover   –   revealing the UK’s top 30 studios, plus how to craft the perfect folio and make more money as a student. Worse yet, this illustrator had a Gmail account – which included a number. Art directors want to know you can be counted on; they need you to RSVP and show up on time for the party, no matter how well you dress. The answer I got caught me off-guard. I’m not suggesting you strip your site of all personality and type out the copy in full-width, 25pt Times New Roman. With money. This helps give clients an idea of your working style/speed without you having to say how long it took you. Many creatives cater their online presence and website to other creatives, rather than to the people who pay them. Recently I was working at a well-known magazine when I witnessed an art director turn down a super-talented illustrator. Like this? Read these! What this illustrator had failed to do was list the details most art directors look for on a designer’s website: things like the client, the date, the context and so on. Eek! Overall, your clients have better things to do than make guesses about you, so be specific and honest. Create a perfect mood board with these pro tips and tools
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How do you tailor your folio to attract clients? It sounds like a given, but if   you   show a magazine spread complete with a hand-lettered title, illustration and editorial design, then clearly outline the aspects you executed. But it is something I’ve since heard other clients mention as a reason they hire or don’t hire someone. I’m merely urging you to ensure that you offer everything that someone trying to hire you needs. As a fellow creative, while I may swoon over a well-designed website complete with clever copy and top-tier work, it doesn’t mean Mr CEO will.

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