Expert: Gianina L. - 10/21/2004

Question
Dear Gianina,

I am a student doing my BFA in applied art (Bombay, India). Unfortunately my school is relatively new, and we are facing a shortage of tecahers. I have no guidance whatsoever in designing a campaign, the do's and don't of type as well as the shoulds and should-nots. I notice assignemnts i have done last year and I can see after a lot of reading books, that I made big mistakes in page layout, or say, ive stretched type somewhere ...etc. etc. I want help in this, as also I require an extra boost of confidence.
I have plenty of concepts but I am not able to carry them through coz i dont know what style of art i shd execute it in, or i am not confident etc. etc. Do you know of any good books which are comprehensive and will instruct me well? I do not want to waste money on books that look good and dont carry enough information or expertise. Im looking for visualization, type and colour.

Also, I plan to do a masters later on, abroad. Any tips on preparation of a portfolio?  

Thanks
Mira

Answer
Dear Mira,

    The fact that you can look back on previous work and notice your mistakes is a great sign that you are growing as an artist. Feel free to rework or improve older projects to fit your new standards. However, making mistakes is all part of the process, so don't dwell too much on the fact that you've made mistakes as long as you learn from them. Also, older work will always look less capable simply because it is just that, older work. I once had a professor say, “Your worst piece now should look better than your best piece two years ago.” Your artistic skills and eye for design will naturally improve over time, so don't be afraid to follow your instincts.
    Confidence is a key factor to every artist who wants to eventually use their talent to either sell their own work or work for another company, and is one of the hardest things to learn. Yes, confidence can be learned and practiced. The more you “pretend” to be confident in your work, the more assured you actually become. Trust me, I did just that…of course, I didn't tell people that I was pretending!  You almost have to train your brain to trust yourself, which of course isn't as easy as it sounds. Besides, if you cannot truly believe in and stick up for your own work, no one else can either. Just remember to not go overboard on confidence that you never listen to constructive criticism.
    I have compiled a basic book list that covers a few different arenas, including how to construct and present your portfolio and the business side of graphic art:
1. Design Basics by David A. Lauer and Stephen Pentak
2. The Graphic Artists Guild Handbook Pricing & Ethical Guidelines
3. Selling Graphic Design by Don Sparkman
4. 100 Habits of Successful Graphic Designers: Insider Secrets on Working Smart and Staying Creative by Plazm, Sarah Dougher, and Joshua Berger
5. The Artist's Survival Manual: A Complete Guide to Marketing Your Work by Toby Clayman and Cobett Steinberg
6. Designing with Type by Craig James
7. The Ultimate Portfolio by Martha Metzdorf
8. Visual Literacy: A Conceptual Approach to Graphic Problem Solving by Judith Wilde and Richard Wilde
9. Design for Communication: Conceptual Graphic Design Basics by Elizabeth Resnick

    I hope these prove to be very useful, and though you will learn many “rules”, as an artist, do not be afraid to break them from time to time as long as you are communicating your concept effectively. Also, you can try getting your hands on art periodicals such as HOW magazine and Communication Arts to keep up with current trends and to help find inspiration.
    A few books from the list will help you learn how to build a portfolio for whatever need, but I'll give you a few basics to keep in mind. Always open and end with a strong piece. These are the images that will stay in a person's head. You mention having plenty of concepts; consider displaying some of your initial concept work in your portfolio to showcase this strong point. Viewers are often interested in the process along with the finished piece. Don't include pieces you dislike yourself. If you don't like it, you will not be very convincing when trying to present it to someone else. When presenting your portfolio, be prepared to talk about your artwork. For example, what was the initial concept, why you made certain design or color choices, etc.
    I hope this helps you find the knowledge that you need, and I wish you all the success in the world in school and afterwards.

Sincerely,
Gianina