Presentation of Design Solution Week 4 Live Session

Planning a Design Portfolio

A designer’s portfolio is often used to determine if they are right for a particular job or position. Therefore, the portfolio must demonstrate the designer’s organizational skills as well as their artistic and technical abilities. Myers (2013) suggests making it easy for prospective employer to examine your work. A strong portfolio isn’t just a collection of images. It should tell a story. On the 99designs blog, Meg Reid says that a portfolio “should provide a narrative arc with a beginning, middle and end, with your strongest work serving as bookends at the start and conclusion” (Reid, 2018). A well designed portfolio demonstrates the designer’s communication skills, making them more attractive to employers.

Layout and Design Evaluation

A design portfolio should showcase an artist’s best work. But how does one evaluate pieces to include? Myers (2013) recommends using the guide below to evaluate layouts and designs.

Design ElementsAverageGoodExcellent
Does the project use visually interesting typography?The type supports the piece, but it is safe and simple.The type supports the message and offers some variation and innovation.The type uses original color and different styles to enhance the design.
Does the project use the visual principles of design effectively?The images and additional design elements support the piece but need improvement.The images and additional design elements are appropriate.The choice of images and additional design elements clearly enhance the final design.
Does the project communicate the intent of the design?There is no clear focus or concept to the piece.The project has a good concept, but it needs additional refinement.The final project demonstrates an advanced knowledge of unique or high-concept design.
Is the project a good design piece?Decent technical execution, but target market and call to action are not addressed.Good technical execution; only minor adjustments are needed.Flawless technical execution. It is “the best” and should be included first.
evaluation table

Testing a Story’s Focus

Crafting a visual story is not easy. A well-told story may seem effortless to an audience, but it requires carefully eliminating anything that might confuse the audience or lead to a wrong decision. Sykes et al. (2012) identify six tests to ensure a story’s focus.

  1. Validity of Data: Check the validity and credibility of data and sources.
  2. Integration of Evidence: Be clear on the relationships and integration of data.
  3. Clear Causality: Be sure to have a clearly defined causal relationship from each part of the story to the next.
  4. Path to Decision: Check that the visual story leads to a clearly defined decision or request for the audience to act.
  5. Alignment of Goals: Look for compromises or messages for specific audience members that may lead to different outcomes.
  6. Unintended Consequences: Consider the potential unintended consequences of the change or decision you are proposing.

References:

Myers, D. (2013). The Graphic Designer’s Guide to Portfolio Design, 3rd Edition. John Wiley & Sons.

Reid, M. (2018). How to build an amazing graphic design portfolio. 99designs. https://99designs.com/blog/freelancing/how-to-build-graphic-design-portfolio/

Sykes, M., Malik, N., & West, M. D. (2012). Stories that Move Mountains: Storytelling and Visual Design for Persuasive Presentations. John Wiley & Sons.

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