Emotional Design & Design Portfolios

While working at P&G one of my tasks was to sort through a filing cabinet full of design firms portfolios. My boss told me to write down in a spreadsheet some of the information about each company. He wanted a list of information so that they could send some emails out. He told me to feel free to look at the portfolios and if I didn't think some were impressive that I could skip over them and throw them away. One of the portfolios I looked at had a really bad print job and you could feel the ink on the pages. It gave me the feeling of fingernails on a chalkboard. I threw the portfolio away. Their work wasn't really bad, but I thought that they should have put more detail into the emotional response that their possible clients would have from the horrible print job. Just thought that it was interesting.