“Don’t judge a book by its cover.” ―George Eliot
I guarantee that, in 1860, Mary Ann Evans, who wrote under the pen name George Eliot, could never have imagined her instruction would become a household adage over 150 years later. Her simple observation refers to the fact that while book publishing in the late 1800s featured cover designs with ornamental line art, her cover featured only type. Her famous quotation was Mary Ann’s plea for readers to overlook the simplicity of The Mill on the Floss’s cover to get to the eloquent story inside.
I’m sorry, Ms. Evans, but it is human nature to judge a book by its cover. Book covers serve as the first impression between the reader and the story, setting the tone for what lies within. Do not underestimate the power of a well-designed book, nor the equivalent force of a poorly designed one.
In Mary Ann’s day, there were few guidelines for genre design, as covers relied on embossing or debossing of type and, again, simple line art or line ornamentation. As printing and technology advanced, so did the details in book cover design. Embossing gave way to lithography, which gave way to offset printing, which now shares space with digital printing. Professional book designers use design elements specific to genre and target audience, ranging from fonts, illustrations, photography, and, though controversial, artificial intelligence (AI)-generated art.
Genre
The cover of George Orwell’s classic novel Nineteen Eighty-Four/1984, released in 1949, is an excellent example of how cover design has changed based on the book industry and technology. By today’s standards, the original cover gives lighthearted fiction romance vibes. Its whimsical script typeface and monochromatic green tri-tone convey the opposite appearance of a political, dystopian novel. By today’s genre standards, this cover missed the mark. Luckily, many who read this first version listened to Ms. Evans.
Many future publications of 1984 depict variations of a single eye staring out from a stark background; red and black dominate the color scheme, immediately conveying themes of surveillance, totalitarianism, and oppression. Simple yet powerful imagery and bold, blocky typefaces set the tone, instantly cuing fans of dystopian fiction to 1984, as if designed by Big Brother himself.
Historical romance fiction has some of the most recognizable genre standards. These books often feature a woman in a period dress in an idyllic scene, perhaps a handsome man in the background, and the title and author name in an elegant mixture of script and serif typefaces. When I was an art director for Hachette Books, we would lovingly call these the “pretty dress” covers. Readers instantly know a historical romance lives beneath this cover.
Every genre holds its own standards, and while there may be overlap, it is the book cover designer’s job to know when to push the envelope or break the rules. The lines blur as covers enter the market in crossover genres, but the successful covers resonate with the predominant genre theme.
Typeface
We’ve talked about imagery and touched on what I believe to be the most crucial element of a book cover’s success: the typeface. I often see a fantastic image paired with a poorly chosen typeface, ultimately distracting the reader from the overall impact of the cover. The type selected for covers frequently seems an afterthought, and it shows. I believe typefaces act as the savior or destroyer of most book covers.
The typeface should be not only visually appealing but also legible and appropriate for the genre of the book. For example, an eerie, jagged typeface fits a horror novel, while a children’s book begs for a whimsical font. Imagery and type should blend seamlessly, making a complete, beautiful, attention-grabbing cover. If you notice the type and not the image or vice versa, it is likely you could have found a better combination.
Marketing
A book cover designed for its intended genre and reader is a powerful marketing tool, breaking through the visual noise of a crowded bookstore or online marketplace. The cover entices readers to pick up or click on the book, and the synopsis or blurb seals the deal. I’ll add that a few excellent reviews help sales as well.
A brilliant cover also supports the author’s brand. Using the same typeface for the author’s name on all their books creates a consistent, recognizable brand. Creating a uniform look for all the covers throughout a series conveys a series brand.
A book cover guides the creation of marketing materials as well. The author’s website and merchandise, such as posters, postcards, bookmarks, or even T-shirts, are all based on the cover artwork. Promotional materials and social media posts that create buzz in the book help build the author’s platform by utilizing cover elements.
Research
Although I cited why designing an eye-catching book cover that meets genre standards is so important, you may ask, “How do I know if it’s good if art is so subjective? I like what I like.” Ah, that is where research on comp titles plays a vital part. Comp titles are comparative titles to yours in genre, content, or trends. This research will give you a baseline idea of what the reader wants. Ensure you also look at your comp titles’ rankings and sales figures. Query friends who read the genre and ask them about covers they like.
Professional Help
A professional designer brings expertise in typography, color theory, layout, and imagery, which are crucial for creating a visually compelling and marketable cover. The impact of a professionally designed cover on the success of a book cannot be overstated.
This section is for self-published authors, though it serves as a friendly reminder to all publishers. Investing in a professional graphic designer to create a book cover is essential if you do not have design training. And although this is an unpopular opinion, step away from the Canva. Yes, that may seem harsh, but as publishing industry professionals, we must uphold the highest standards. Am I saying all self-published books look amateurish? No. I am saying that you must do some research to know if the cover looks professional or not. The goal is to look as good or better than the Big Five releases.
A professionally designed cover makes a self-published book look just as appealing as a traditionally published book, giving it a competitive edge in the market. Many talented graphic designers can create affordable, eye-catching covers, but it is up to you to provide them with thorough, creative direction based on your storyline and genre. Book cover design is an investment; the bonus is that it acts as its own marketing piece.
Takeaway
To conclude, an eye-catching book cover is imperative for success. A professional and visually appealing cover attracts readers, conveys the book’s essence through imagery and typefaces, supports the author’s brand, and generates sales. Investing in a professional graphic designer to design a book cover is crucial for success in today’s competitive publishing landscape.
Walk by your book as it sits on a crowded shelf. Did it catch your gaze? Could you hear it? It whispered, “Made you look.”
JuLee Brand is an award-winning graphic designer and publisher/owner for W. Brand Publishing, a hybrid boutique publisher specializing in memoirs, fiction, and children’s books. Formerly, Brand was art director at Hachette Books Nashville and television graphic designer and animator for High Five Entertainment. She is also a graphic design adjunct at Belmont University in Nashville, Tennessee, where she resides. She also currently serves on the IBPA Board of Directors and IBPA Advocacy Committee.