Category Archives: Portfolio

Art Gallery Prospecting Package

Posted on by BMcElhaney

For your consideration: A more efficient alternative to sending your portfolio to prospective galleries. - More bang for your buck.

Artist's Prospecting Introduction Letter

When you’re seeking representation for your art, I recommend sending a letter of introduction with a rack card (9 x 4 in. postcard) and a business card, instead of sending a “complete” portfolio package to every single prospective gallery.

This is not a “shot-gun” approach, there’s still a lot of research and effort required, but this method will allow you to send out many more prospecting packages with less cost and effort than sending a traditional portfolio package.

Do your homework to pre-qualify galleries.

I recommend making a list several dozen galleries, that are within a reasonable driving distance, and would consider showing your work. Don’t automatically write off galleries that don’t show exactly your type of artwork. They may be looking for something just like what you do to round out their offering! On the other hand, if your work is completely different than a gallery’s collection (for example, if you do digital photo-collage and they only show dead Russian Impressionists) don’t waste your time or theirs.

If a gallery has a recommended submission process, by all means, follow it! They’re telling you what they want. Be respectful and follow their guidelines! (You may want send an introductory letter in addition.)

Rack Card - Front/Back

 

Recommendations:

  • Add prospective galleries to your mailing list for future show announcements and invitations to your open-studios. (snail-mail list only.) Multiple impressions make a better impact.
  • Address the envelope and the letter to the gallery director, by name. If the gallery director is not listed on their website, call and find out!
  • Handwrite the address on the envelope. (This is more personal than a printed label)
  • Sign the letter with a your favorite pen. (Mine happens to be a Bic Velocity Gel 0.7, blue.)
  • Use an (artistic) colorful stamp (no bulk mail, or printed postage)
  • Include your complete name, contact info and website on your material!
  • Make sure your printed materials are as professional as possible.

Artists – What works well for you when looking for gallery representation?

Galleries – What do you wish artists would do when introducing themselves and their art?

 

A Practically Perfect Portfolio

Posted on by BMcElhaney

As an artist, your portfolio is one of your most essential marketing tools. Everything in an artist’s presentation, including your portfolio, should show off your work. For your consideration, here is my “blueprint” for a very professional, inexpensive, and extremely flexible book. I hope you find these suggestions useful.

The ITOYA I-Series Art Profolio 12 page (24 view) is my first choice. ($4.50 plus shipping. Dick Blick Art Supplies) Do not make the mistake of getting a 24 page (48 view) portfolio. That’s just a few too many images for most folks to take in at one time.

The Spine and Cover Page should simply state the Artist’s Name and “PORTFOLIO”. Additional branding (if any) should be clean, minimal and consistent. Use your best design sense, and don’t be satisfied until the type, leading, kerning – everything is perfect.

Images of your art: This book is about your artwork, after all. Images should be about 4 x 6 in – or another way to think about it is they should take up about 24 sq. in. The center point of the image should be about 4-1/2 in. down from the top of the page. Include the following information: Title, Artist, Media, Size (h x w). Here’s an example:


Price List: I’ve found that the best way to deal with prices is to simply leave them off the individual image pages. Print a price list with thumbnail images on a separate sheet that will be inserted after the images, and before your biographical information. That way, if for some reason, you would like to show your portfolio without the prices, or if you change your prices (increase hopefully), you can do so easily, without re-printing 19 images.

Design and Printing: I use Adobe Illustrator to layout the portfolio pages. Placed images are about 200 pixels per inch. Type is set using Myrad Pro, 12 point. Print on high quality photo paper, using a high quality photo setting.

In summary:

  • Book: ITOYA I-Series Art Profolio, - 12 page (24 view) 8-1/2 x 11 in.
  • Spine – Artist’s Name, “PORTFOLIO”
  • Cover Page - Artist’s Name, “PORTFOLIO”
  • 19 images – one image per page, aprox 4 x 6 in. (Strongest two images on first two pages.)
  • Below the image print the Title (bolded), Artist (that’s you), Media, Size. (no prices)
  • Price list – One page, two columns, with Thumbnails - include same info on pages (except Artist) and price.
  • Biography and Artist’s Statement – on one double page spread.
  • Printer: Epson Workforce 610 – (High Quality Photo settings)
  • Paper: HP Laser Photo Paper 220g (Heavy “Brochure” paper – can be printed both sides)

There are many portfolio formats that “work”, but I’ve found that this “recipe” seems to smooth out a lot of kinks and produces an excellent and economical book that shows off my art in a way that I am proud of.

What’s your formula for an amazing portfolio?