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Create a flawless portfolio that everyone loves

1 min, 28 sec read
8:29 AM | 14 October 2013
by Jim Compton-hall
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Struggling with too many contradictory comments about your portfolio? Here's what to do.

Sorry, that heading might be a tad misleading in that you can't. It's impossible. And trying to please everyone will be your downfall.

Advertising/design/etc are all unbelievably subjective and different people like to see different things.

These are just some of the things I've been told at book crits:

  • Stop showing me advertising.  I want to see a bunch of random projects and quirky creative stuff that you enjoy doing so I can see how you mind works.
  • Anything that isn't advertising, get rid off. I don't want to see it.
  • We want to see crazy stuff like weird contrasting tones of voice. What if you were to use swear words in a lollipop ad?
  • This is bad because it is not how this brand would advertise.
  • Campaign A is the best thing in your book, but campaign B needs more work.
  • Campaign A isn't very good but I love campaign B.
  • This is nice. You should mock it up.
  • You shouldn't be showing me any mocked up stuff. Just scamps.

So how do you produce a book that will get you a job?

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