(Portfolio debut cover, by Scott Peterman)

PDN magazine has a great section called “Questions for Creatives”, where they ask a decision maker on the client side (photo editor, art buyer, creative director, etc.) various questions regarding their general creative process. As this is a paid section of the PDN site (and of course in the magazine), I didn’t want to post the entire interview, but I thought this question and answer from Lisa Berman (photo director of Conde Nast’s new business glossy magazine Portfolio.)

Is there anything you see happening too often in portfolios?

“I think not editing enough. I’d rather see 15 to 20 strong images than 60 different things in six different categories. I’d rather see someone who’s saying, “Right now I’m focusing on being a portrait photographer, and these are my portraits.” Or “These are my architectural pictures.” I’d rather see a decision in what direction the photographer is going when they’re starting out.”

So photographers, be sure you know what you’re about before you set out selling yourself. And I’d add to that, be sure to tailor your portfolio to your client, and do your research.