ArtId Art Blog
Excerpted from Art Marketing 101 by Constance Smith
A portfolio is a complete visual presentation of your work and includes a cover letter, resum____, statement, price/slide sheet, and 5-10 photos/slides or high-quality color photocopies. The portfolio should give a brief, easy-to-digest, visual overview of your artwork. It should be assembled to create a specific perception in the mind of the viewer. Collectors, consultants and gallery owners don____t want to see a variety of styles___³even if they are magnificent. They want to see consistency. This portfolio should be an artwork in itself. It doesn____t have to be expensive, but you do need to spend time designing it. Optional materials to include
* B&W photo of you and/or your artwork, or you creating your artwork
* Photocopies of newspaper or magazine clippings
* Announcements of openings
Do not include original artwork or any original articles and news clippings.
Be selective about whom you send a portfolio to. First find out if a particular person deals in your style of artwork. After you send materials for reviewing, follow up in about four weeks to see if they received them. If you want them back, be sure to include a self-addressed stamped envelope big enough to hold everything you sent! Note in the cover letter that you would like them to send back everything they cannot use for their files.
* Art directors and gallery owners don____t have time to sift through a lot of extraneous material.
* The artfulness of the exterior hints at the quality of the work inside.
* Delete any items that emphasize your limitations.
* If you are showing three-dimensional sculpture, you should include photos taken from different angles.
* All pages should be formatted the same and should look cohesive.
* All photographs should be trimmed to the same size.
* Enclose a SASE with appropriate postage.
A university was reviewing portfolios for a new position at the college: Assistant Photography Professor. So many people applied that there was a 6×12-foot stack of portfolios! It was kiddingly determined who would be the next professor by observing the outside covers of the portfolios from this large stack. It turned out that the person who was picked for the best exterior was also the one with the most outstanding work. He was hired. His presentation was so good you could see it amongst this huge stack of portfolios!
To find out more about the three types of portfolios recommended, pick up a copy of Art Marketing 101!
The author, Constance Smith, has devoted the last eighteen years to publishing art marketing information___³researching and networking with art world professionals nationwide. Previous to that she represented fine artists in the San Francisco area