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Concept Statement

Write Your Concept Statement

(Get as many ideas down as possible — remember the user. Make it easy for them to get to the important pieces of the your Web portfolio.) Take a piece of paper and write the following words and proceed as shown in the previous concept statement example: Concept; Navigation and Sub Navigation; Text Assets; Graphics and Multimedia Assets. Content Gathering The assets that you place in your Web portfolio should be in coordination with your category headers (navigation and sub-navigation) and ultimately they should represent your skills and experience in a variety of forms. These skills and experience assets are most persuasive and have the greatest impact on presenting your expertise or the expertise of your company.


These include, but are not limited to:

• Project samples

• Student work

• Art and design work

• Photos from professional events and presentations

• Project case studies

• Animations

• Video

• Audio clips

• Illustrations and graphic typography.

• Educational philosophy

• Career and Professional Goals

• Mission statement

• Research reports and papers

• Professional development plan

• References and recommendations

• Lesson plans This list could span many pages.

Content is Key

The content is up to you and your specific goals. It is important that you narrow down your content. You do not want include an overwhelming amount which is too much for you to handle in the development process. Try not to include content simply for having more content. Everything should have value to the viewer. Most importantly, you do not want include too little. It really is about quality over quantity. Yes, you want to show an assortment of materials. But the critical component to success is the quality of those materials. Don’t give the user a reason to have a negative opinion about you or your work. You may think the work is great, but if it is borderline, get it to someone else more qualified than you for a second opinion.


Seek out assistance from a teacher, counselor, friend, or relative that is qualified to assess your work. It is nice to get compliments, if you do not receive critical feedback you may be presenting something that is poor or may even be offending. I do not want to scare you and I want you to be free and open with your content presentation. But remember, the Web portfolio has professional goals and its content has an impact on how the author is viewed. So to be certain that content is good or should I say appropriate, use your best judgment and if needed the judgment of someone more experienced in your field. The assets that you use in your business concept statement examples should present your value, communicate a message, and they should make a point. Remember that this is a narrative. A narrative tells a story, the Web portfolio narrative needs to be backed by facts.


Keep outside content such as links to external sites updated and make sure that the content presented at the linked site is appropriate. Do not link to images, papers, artwork, music, animations, and other media that is not yours without providing credit to the original author (blind links). Obviously do not post materials that are not yours on your Web portfolio. This is an infringement of copyright law as well as a form of academic plagiarism. Doing this will quickly reduce your credibility and tarnish your appearance. Another issue that I would like to bring up is the use of clipart. Now, some clipart is okay in certain situations for certain Web portfolio authors. However, in the case of artists and designers it is important that they use clipart sparingly, if at all, and effectively as an iconic element in their designs.

God is in the Detail

The ineffective use of bad clipart by artists and designers hurts their appearance as skilled experienced designers. As well, here is another reason to eliminate the usage of low impact, low quality clipart; it just clutters up the interactive space and takes away from your important content. Make your content have a purpose. Content should help achieve your goals to make your final design more focused, potent, and persuasive. A better choice for images that tell a story is to use stock photos or photographs taken by the author either using a digital camera or a film camera. Before using clipart, think about using an image that is photographic as opposed to an image that is weak. Clipart only works when it is used consistently and sparingly in the design. Most clipart needs to be edited to make it more appealing. This can be a tedious process and digital illustration software such as Adobe Illustrator, CorelDRAW, or Adobe Freehand must be used.


This makes using bitmapped photographic images even more appealing. They can be easily edited, cropped, and corrected for the Web using Adobe Photoshop or Adobe fireworks. For novices to computer graphics, the process is much simpler and can be done more quickly than mani pulating vector clipart. As well, the control that you get when you take your own photographs is amazing. It allows you to tackle any creative problem by generating usable, effective content. You should try it for at least some pieces of your Web portfolio.

Text as Content

Your Web portfolio will have two types of text items. Items to be read, printed, and downloaded or body copy, navigation items, and captions. Items that are to be read, printed, and downloaded should be contained in the same page and not “chunked” into smaller pages. Pages such as your resume, web design lesson plans, mission statements, and philosophies should be single Web pages that provide scrollable text content. For critical text in the Web portfolio, use small pieces of text. Be sure to scrutinize the clarity and conciseness of the copy you present in the Web site. Body copy, navigation items, and captions should be written is small pieces or “chunks” to insure that users have direct access to specific information (Horton, 2000).


Text also includes links within your Web portfolio. Your links can send the user to another site entirely, or you can have a pop-up window launch and load a micro Web site (microsite) while your Web portfolio stays open in the background. When the launched site window is closed, your Web site will be available as originally launched. Think of the Web sites that are important to your inspirations as a professional. You can present links to research or to your institution. Links can go to organizations and societies of which you are a member. You might link to student Web sites or sites of other colleagues.


All text-based content is editable and may need updating when content changes. It is important to have HTML based text in your Web portfolio. This will allow search engines to find your site easier than if no HTML text existed and all navigation and text components were made of graphics. Plan to have HTML text in your Web site. Using all graphical text will create difficult revisions later on in the life span of the Web portfolio. Things that change often must be HTML text. An example of this would be a résumé presented on a Web portfolio. The resume will change and the author will need to change the text over and over again. Keeping it flexible will be critical to making on-demand updates. Now that you understand the types of content a bit more, let us move forward and start to develop a content list.


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