The Outside of Your BookOnce you are on your way to developing the imagery in
your new portfolio, you will need to begin to explore housing
for your book. In this step of the process it is important to keep
in mind that the inside speaks to the outside. Look to your
images to be the key indicator for the type of housing that your
book will need.
Check out all suppliers of premade and handmade books.
Look to http://www.lost-luggage.comfor very hip premade portfolios.
The beautiful line is designed by Jason Brown, a graphic
designer, and the books are appropriate for many types of
photography.
Look to Scott Mullenberg of Portland, Maine (my top
book builder), for handmade books covered in a variety of
materials.
Frederic Neema, a corporate shooter from San Francisco,
spoke on http://www.apa.neta while back and mentioned that devel-
oping his portfolio was one of the best investments he had
ever made. The time, money, and effort spent, he said, made
a difference in the assignment offers he received and the fees
that he felt comfortable charging. The value he had to offer
clients was front and center—a well-defined vision that was,
in addition, beautifully and professionally housed.
The format for your book should not overwhelm or under-
whelm the work inside. It needs to complement the imagery.
During a portfolio review I become concerned when photogra-
phers are more interested in creating wonderful packaging than
in providing needed attention to their images. I am equally
concerned when little or no attention is paid to the housing of
spectacular images. There are tremendous opportunities today;
find out what’s out there and then consciously choose a look
for your book. In doing so you are focusing attention on your
company’s visual value.
Scott Mullenberg has worked building portfolio housing
with many photographers around the United States. Scott
believes that when developing housing, the images are king.
“Your portfolio housing should reflect and complement
your work, not distract from it. It should be seen as an introduc-
tion to your work, easy to access and easy to read. There is aCHAPTER18 / BUILDING APRINTBOOK TOENVYChapter 18.qxd 6/27/07 9:05 PM Page 115