I went over to West Kent College again last week to catch up with the HND Graphic Design students. The last time, we had a portfolio surgery and an open forum to discuss what it takes to get into the design industry. You can read about my previous visit here
This time, I took them through a re-brand case study for Pet Works. We talked about the briefing and pitch stages and the different design routes that had been presented. We discussed the ins-and-outs of what makes a good brand guidelines document and I took them through before and after images of Pet Works print, exhibition and website designs. You should have seen their jaws drop when we got on to the topic of time scales. I don’t think they could quite get their heads around how much we had needed to achieve in such a short period of time! This is the main reason that the college invite me in, to provide the students with a realistic idea of what is waiting for them in the commercial design world.
After a quick Q&A, I spent a couple of hours going through their portfolios with them again to see how things were progressing. The work in itself was fascinating, but the most important thing I took away from the experience was how important presentation techniques are. More than once, a student preceded opening their portfolio with “It’s not very good, I’m not really happy with any of the work…”
This is quite normal for us sensitive creative-types. At college we are wrapped in a wonderful creative cocoon, often with very little understanding of the business end of things, but sooner or later, we all have to sell ourselves and our work – either to a client or a Creative Director.
That’s why it’s so important they are exposed to the ‘real world’ as soon as possible. When I was studying, a lecturer of mine (Tony Evershed, wherever you are. THANK YOU) actively encouraged me to go to top London agencies a year before I graduated and get as much input as possible.
Back to West Kent College; it was inspiring to find that there were also quite a few students who were buzzing with confidence and enthusiasm for the work they had to show me. In fact there was one guy who could probably have sold me the merits of a blank page, he was such a natural presenter. This level of self-belief made all the difference. As I said to many of them on the day, if they can convey the passion that they have for design, I’m already on their side before I’ve even seen the work.
It was a really productive session and a few days later I received an email from Programme Leader, Sancha de Burca:
“I did target-setting with the first years later and they had many and varied aims following things you said. These ranged from developing design skills to trying to communicate better verbally. Also, the next day in the crits we were again able to pick up on points you made in order to back up our assessments.”
One thing that it is easy to lose sight of when you’re studying design is that you may be impressing the tutors, but unfortunately none of them are going to offer you a job at the end of the course.
So, my advice would be, get out there and show your work and follow these basic principles:
1. Remember, the person you are presenting to, has never seen your design work before. At least give them the chance to decide that they like it.
2. Context is everything, explain the brief succinctly. Saying, ‘I can’t remember why I did this’ just isn’t going to cut it.
3. Be enthusiastic, it’s infectious.
4. If the person you are presenting to says they don’t like it, ask why. You might learn something.
5. Don’t be afraid to defend your design decisions. If you believe in something, stand up for it.
6. If the person you are presenting to has a valid reason for criticising your work, be humble and listen.
7. If 10 people in a row tell you a design piece isn’t working, it probably isn’t.
8. If you are hoping to get a work placement or a job, try to keep the door open. “Would it be OK to come and show you some more of my work in the future?” is rarely going to be met with a “no”.
9. Show the world that you actually care about your design. Good work presented in a tatty portfolio looks like mediocre work, mediocre work presented beautifully can look like good work (almost).
10. Design agencies basically only hire juniors for four reasons – talent, enthusiasm, because they are prepared to roll their sleeves up and because they’re the sort of people they would like in their team.
In the new year I’ll be doing a session with the BA students. I’m going to give them an hour to crack a brief, so that should be interesting (evil chuckle).
