1. To include a letter starting with “Dear Madam/Sir.” In my studio, those go right into the trash can. If somebody does not take the time to find out my name, I don’t feel obliged to read the letter.
2. To only include posters and book covers. Most design studios make a living organizing large amounts of information. Posters and book covers are not strong enough mediums to demonstrate that ability.
3. To include pieces in which a found piece of art with itsy-bitsy type on it is prominent. It is easy to make a magazine spread look good when it features a bleeding Richard Avedon photograph, and it says absolutely nothing about the talent of the designer.