What I Look For in a Photographer's Portfolio

There are ways to engage a buyer, and there are ways to blow it. Choose option one.

Ventura Beach, California. Photo by me.

Good morning, everyone!

I have been a Creative Director for several decades now, and I've had the pleasure of seeing a lot of photographer portfolios. Some instantly grab my attention, while others, not so much. I thought I’ share with you some insights on what gets my attention in a portfolio and what, unfortunately, doesn’t.

NOTE: As I discuss this with other photographers and art directors, we seem to be on the same basic page. There is no one version of what “should” be, but this is my take on it.

1. Authenticity Over Perfection

I can't stress this enough – be yourself. I've seen portfolios where every shot is technically perfect, but they lack soul and individuality. When a portfolio showcases authentic, genuine moments, it's like a breath of fresh air. It tells me that you're not just a technician but also an artist with a unique vision.

2. Cohesiveness and Storytelling

Yes, a mix of great images is always exciting. But when those images tell a story or follow a specific theme, it speaks volumes about your capability to maintain consistency and your grasp of visual narrative. That's a big plus for any project that requires a deeper understanding of storytelling.

3. Variety But Not Chaos

While it's essential to showcase a range of skills, it's equally important not to throw everything and the kitchen sink into one portfolio. A portrait specialist? Showcase that. Love street photography? Highlight it. But if there’s a photo of your cat amidst commercial work just because it's cute, it might be time to reconsider.

4. Quality Over Quantity

Rather than stuffing your portfolio with hundreds of images, focus on quality. I'd rather see ten mind-blowing images than a hundred decent ones. Your portfolio should be a highlight reel of your best work, not an exhaustive archive. Sometimes less is indeed more.

5. Behind-the-Scenes and Personal Touch

Sometimes, a peek behind the curtain can be as compelling as the main show. A few BTS shots or stories about how you achieved a particular photograph can be an insightful inclusion. It tells me about your process, passion, and dedication to the craft.

What Might Make Me Hesitate:

• Overprocessing: We've all seen it – images that have been so heavily retouched or filtered that they lose their original essence. A bit of post-processing is okay, but remember, less is often more.

• Lack of Originality: If every image feels like a replica of popular Instagram trends or looks eerily similar to other photographers' work, it doesn't show me your unique voice.

• Not Being Organized: An online portfolio that's difficult to navigate or one where the high-res images take forever to load can be off-putting. First impressions matter, so make sure your presentation is spot-on.

A portfolio should be a representation of who you are as a photographer. It should highlight your skills, yes, but it should also give a glimpse into your soul and your depth as a photographer.

Everyone's personal journey is unique, so celebrate that uniqueness and let it blaze through your work.

Get eyes on your portfolio and listen to what they say.

Who to get:

• Art directors

• Marketing Professionals

• Editors

• People you can trust in the industry

Who not to get:

• Mom

• A competing photographer

• Your best bud, (unless you can trust them and they are an art director)

• The guy who’s there to clear the clog in your drain

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Want to build a portfolio in a month? Have a new button on your nav bar that leads to a beautiful and curated portfolio?

Check out my 30 Day Portfolio Slam, Tabletop Edition, and sign up.

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PORTFOLIO REVIEWS.

I will be offering free portfolio reviews starting in September. These will be 20-minute reviews with you and your work. It can be a tab on your website or a Dropbox folder of 40 images. We will go through the review together. A caveat is that you must let me use the reviews to help other people who may need the information.

Let me know ASAP if you want to do it. Send me an email and a link to your website, or if you are not at the portfolio stage yet, tell me what you would like to accomplish with the review.

I will book as many as I have time for.

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For the Premium Members, I have a few additional insights to share, as well as the next Project 52 Legacy Assignment.

I’m sure you will enjoy it.