I’ve reviewed a lot of design portfolios over the years, and one thing I’ve learned is not to put too much weight on first reactions.
"I like this" and "this designer is right for the job" aren’t the same thing.
When I’m evaluating a visual designer candidate, I’m looking for evidence that they can do the job—not just make work that appeals to my taste. Here are five things I pay attention to:
1. Relevant work
Can I picture this designer doing the work the role requires? I want to see relevant deliverables and, ideally, experience with similar brands or industries. It doesn’t need to be an exact match, but I shouldn’t have to make a huge leap.
2. Brand interpretation
Most designers are working within an existing brand, not starting from scratch. I look for candidates who can interpret a visual system and know where the boundaries are—and where they can push them.
3. Range—and a point of view
I want to see variety. Different brands, deliverables, and visual approaches tell me a designer can adapt rather than defaulting to the same solution every time. The strongest visual designers can move comfortably between styles while still bringing their own thinking to the work. I’m looking for both: versatility and a distinct perspective.
Read more: Meet Matt deWolf, visual virtuoso at Microsoft Research
4. Execution
Then I zoom in. Hierarchy, consistency, balance. But execution isn’t just about polish. Does the design support the story? Does it help communicate the content rather than compete with it? The best design choices make the message clearer.
5. Everything else they send you
Don’t stop at the portfolio. A visual designer’s resume, cover letter, and other application materials are part of their presentation, too. Are they thoughtfully designed? Is the information clear? Are the details consistent? These are materials the candidate has complete control over, so they can tell you a lot about the care and attention they’ll bring to the work.
Ultimately, I’m not looking for a designer who makes the same choices I would. I’m looking for someone who makes choices that work.
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