Folio formation
Christina Force details how your shots and individual style can dictate your portfolio presentation
If you’ve edited your website properly to reflect your true style, values, and purpose, and you’ve reached out to your dream clients in their language, you may want to have a folio ready to show them — and it needs to be damn good. It should also be special enough to make them feel it was worth taking the time out of their hectic schedules to meet with you.
If you’re thinking of using your iPad to show your work, personally, I’m not yet convinced that displaying work in this manner will do the trick. Your clients may have already seen all of this on their own iPads. In fact, to gain a meeting with them in the first place I guarantee they will have taken a quick look at your website to make sure you’re worth taking the time out for. And even if they don’t mind seeing your folio via an iPad or laptop, how memorable do you think it will be? Given that advertising creatives and designers spend half their lives (if not more) on their tablets, I suspect the experience of your folio meeting will disappear into the quagmire of the rest of their day. That is unless you have a huge and dynamic personality they can’t forget. If that’s you, then maybe you can get away with it.
If that’s not you, how do you know where to start?
Here’s a checklist on how to build an unforgettable folio, which they will be excited about sharing with their colleagues and clients.
1. Define your unique shoot style
If you haven’t already, define (or ask someone else to help you define) your unique shoot style. In Australia and New Zealand, and parts of Asia, clients have lower budgets, so you need to be more of an all-rounder. And many photographers here are more than capable of shooting people, locations, and product. So the key is to focus on style to thread it all together. Understanding your unique photographic voice is crucial to this process. Let it guide every aspect of your folio.
2. Let your shots define the format
A select group of hero images should form the majority of the folio. If most of them are portrait format, why would you print a landscape folio? Listen to what your shots are telling you, and go for a majority-rules decision. When you’re shooting high-end commissions, every photo has to be able to stand alone. So assume that all shots should be strong enough to be awesome on their own. You don’t have the luxury of telling stories in campaigns, so don’t fall into this trap in your folio. One shot per page is ideal in most cases, so take that as a starting point when choosing your format. But if you’re showing groups of images (see point four), roughly select the groups, and choose the format accordingly.
3. Let the shots define the size of the portfolio
I don’t recommend you present your photos in a folio smaller than A3. But some photographers shoot on medium- or largeformat so their images are fabulous when blown up. Consider an A2 folio if they can stand up to the scrutiny (and you or your agent can manage the transportation). What size best shows off your work?
4. Let your shots define the layout
Do your shots look good with lots of white space, or are they dynamic images that should burst out of a full-bleed page? Will there be multiple photos on some pages? Are there enough shots to create a double-sided folio, or should you stick with the simple one page per layout? Unless you have a huge range of work, I wouldn’t risk a double-sided book. The bonus of this is that you can easily move pages around for different clients, and add new shots as needed.
5. Let the shots define the printing
Experiment with different paper stocks. What paper shows your work in its best light? Is your work clean and sharp enough to look good behind acetate? Does a textured stock enhance or complicate your images? Whether someone is printing for you, or you have your own printer, make sure you explore the options prior to hitting the start button. It’s an expensive exercise to have to start again.
6. Let your shots define the cover
If most of your images are dark and dramatic, maybe your cover should be designed to reflect that. If your work is clean and light, come up with a folio cover that consolidates the experience. A beautifully designed and constructed cover will help your folio become a memorable experience. Remember — you’re talking to designers and visual people.
There is only one more rule to take into account. Make sure that you use a good binder. Whether you decide to opt for a bound folio, or one with removable pages, the end result must ooze class and style. You’re not just anyone — you’re a unique artist showing the fruits of your creativity. Now, go wow them.