Definition of a portfolio: a large, thin flat case for loose sheets of paper such as drawings or maps. For photographers, a portfolio is a collection of visual work (still or video) that exhibits your efforts, progress, and skills in one or more areas of photography. In today’s world, our creative portfolio can be online with websites and various social media apps (Instagram, Facebook, LinkedIn etc), in addition to having a printed portfolio.

Your Calling Card: Your portfolio is your calling card to the world. There are many options to create an exciting body of work. What do you include or how you layout your images can make a big difference in your portfolio’s impact on your viewer. Where and how do you start to create your portfolio? Firstly, define your audience. Secondly, develop your style for that specific audience and your creative vision.

Subject matter is key, not just for your work but also for your viewer. Thirdly, photograph, and create more work, then repeat. Give yourself self assignments that can express a narrative or clear idea in 10 images or 20 images. Write down ideas that interest you or an outline of the visual story you want to explore. Try different points of view or use different pre-sets (if you use those) or try different lighting situations. Ask for advice on your work during these self assignments. Does the body of work make sense? Do you have to photograph more, to express your ideas more thoroughly? Having an outside voice that can provide constructive criticism will be a big help. If you do not know someone, ask someone that you admire or join a group of other visual artists whose work you respect.

Themes. You can present a singular or multiple themes in one portfolio. There are marketing professionals that will suggest that your business should be a niche so a prospective client will not be confused when viewing your portfolio (if you have a variety of subjects or genres on your website). I feel this will vary from photographer to photographer. Certain regions in the United States are more populated than others. You may have to photograph a variety of subjects or genres to survive. Or you may like to photograph different types of subjects or scenes. I would put your best work in different portfolios, on your website. Keep the number of images in each portfolio to a minimum. You have to tell your audience what they are looking at or what you are about. Include a short description of your work in each portfolio on your website.

Include a page to verbal express your self and you're creative process to your viewer. Be sure to include your name, phone number and any other contact information easily seen and accessible. Hire Me buttons are very useful, as is a contact form. Editing: Editing is key to a strong portfolio. We are sometimes too close to our work. Have another set of eyes review your choices before publishing your website or creating final prints. Also take advantage of free portfolio reviews from trusted individuals. I have my website portfolio reviewed a few times a year by marketing professionals. Their input is valuable and has helped me move forward with my own business.

Flow. What is it and why is it so important? Flow is the way your eye moves or is led through a composition or portfolio. I use the analogy that your portfolio or website should read like a roller coaster. You want to start with an eye-catching image. You also want an equally exciting images as your last image. Throughout your website, you want the viewer to feel like they are going on a visual roller coaster, with highs and lows of static and powerful work. You want your portfolio to have a common thread that connects all of the images on your website or in each portfolio section.

Layout of Your Portfolio: Decide if you want a vertical or landscape portfolio. Merging the two formats can be done, in one portfolio. Your layout has to be flattering and be consistent throughout the whole portfolio. Spacing around the images, at the border of the page, are important decisions that can make or break your portfolio’s impact. View another portfolio to get a sense of layout options, if you are not sure which way to go. Your portfolio will change over time, just like your photography work. You want to present your best images, at all times. Which website company you choose is a personal choice. If you want to print your portfolio, research printing companies before printing a whole book. A printed portfolio or set of postcards can be pricey.

Presentation: How many images to include in your portfolio? That is a personal choice but keep your portfolio tight. Title of your portfolios with concise titles. Keep yourself up to date with what is going on within the industry you are interested in. Look at magazines, books, websites on design and layouts. Read blogs or follow those companies or individuals that you feel can help you or give you good advice on Linkedin or other industry websites.

Something Else: I make small prints of my portfolio pieces and lay them out on the floor or table. I move them around to see how the images flow from start to finish. You can do this on your computer as well. You want to create excitement, a continuous flow of interest and strength within each body of work. Your portfolio can include more than one subject matter. Find images of various subject matters that can speak to each other when placed next to each other to lead the audience from subject to subject.