About a week ago on Twitter, I asked a poorly phrased question, which I’ll re-phrase here for clarity’s sake:
Why do designers focus on images in their portfolio’s archive, instead of properly describing their work?
This is something I’m just as guilty of as the next designer. Here’s an image of what my portfolio looked like at the time of the tweet. You can find countless other design portfolios that riff on a theme just like this.
My favourite portfolios are really image-heavy, and I suspect that’s true for most people. Those portfolios are so funto look at and make. But I often find myself wondering if those portfolios are effective.
If you’re a potential client, why would you click on a thumbnail image? Some designers might hope that the thumbnail tells the story of their project, but the thumbnail is inconclusive at best and misleading at its worst. It often shows off what the final result looks like, but it doesn’t share the thinking behind that visual approach.
But that’s what designers should sell. We need to sell the thought process that gets clients results, because that’s what a good designer gets paid for.
Design pricing is in a race to the bottom. Or maybe it’s already bottomed out. But I think a lot of that is because we’re showing off visuals, instead of explaining our process or discussing our results.
So I’ve made some changes to my portfolio. Now, when you visit the home page, you’ll see a list of every project I was proud to be a part of. Instead of images, each project gets a description. Some of those descriptions link to case studies, and some don’t — but the work is all present and explained.
I had a lot of fun making this. My portfolio isn’t as flashy as it was before, but I hope my portfolio will now be more effective.