In a digital world the Internet is one large shopping mall and you are competing with the world for customers. How do you garner their attention and ultimately the sale?
Let’s consider Amazon for a moment. Amazon, started out as an online book retailer. They added more products and then BAM! out came the digital ebook. Another explosion of such proportions that within a few years Amazon’s ebook shelves grow from several thousand ebooks to millions. And more are added each day. And among that mass of bestseller wannabes is your book.
Be Distracting, Cause a Reaction
Your book cover design needs to be a distraction. How many of you turn your head and watch a particularly handsome man, or strikingly beautiful woman walk by? (be honest). Now, how many average people do you remember? We are bombarded with massive amounts of visual stimuli each day: TV, Video games, movies, grocery stores, even the library (though that is where I go to NOT be so distracted.) There is so much going on in our lives we have subconsciously learned to block much of it out.
Cause a reaction. This doesn’t mean use a graphically sexual image or loud, obnoxious colors (unless your book bends in that direction). You want the potential buyer to pause on your book – to give it a second look. You want them to read the description and ultimately, to buy your book. And to do that begins with a great book cover design and a great book title. Yep. the title is part of the book cover.
The Design Process: Where to start
Determine your key message and stick to it…
Start each design with the synopsis of the book and a list of keywords or information about the story such as your target audience, book style (adventure, horror, humor), geographic location, time period, important characters, important moments in book (the crime, obsticals), and the mood. Then, if the author has one, ask for their 25-word elevator pitch. This is a summation of the entire book in 25 words or less. It should be concise, to the point and draw attention. (If you don’t know about the important 25-word elevator pitch, listen to this podcast interview with Author Success Coach, Deborah-Riley Magnus )
The Title: Be original (or as much as possible)
Let’s look for a moment at the following example. Notice that the title is short: Informed Consent. But it is an overused cliché. It is a sting of words that are not only commonplace, but there are literally dozens (if not more) books that are using the exact same title.
Let’s say a friend tells you of a great book called Informed Consent but can’t remember the author’s name. Finding the right book would be a nightmare. (Of course the key is to become well-known (Author Brand) and then everyone will know your name… but that’s another topic.)
CASE 1: Redesign / from Cliché to Twist
Update Design / Avoid Clichés Nothing says amateur than using clichés in your book cover title /design. Clichés turn off the reader who, in turn, moves to the next book. Solution: Consider an interesting Twist to a typical cliché. Combine it with an eye-catching cover.
There are many books entitled “Informed Consent.” When Roger Radford was updating his best-selling 2002 book, he realized this and wanted his thriller to stand out from the crowd. Radford looked to his main character for inspiration: an anguished young Irish husband who lost his wife to a medical malpractice. Using the common phrase Eye of the Needle he added a small twist, changing it to “Cry of the Needle.” Coupled with a professionally designed cover and strong typeface, the updated book cover design has garnered positive reviews from his readers.
 Informed Consent, copyright 2002, Roger Radford |
 Cry of the Needle (formerly Informed Consent), 2013, Roger Radford |
CASE 2: Update and Improve / Minor Facelift
Update and Improve. Deborah Riley Magnus’ book “Finding Author Success” was well received by her target audience. However, when she got picked up by a publisher, her book got a small face lift and Wow – what a difference in both visual impact and sales. The main elements of the design are still present – but the presentation is far more professional and effective.
 (original cover design 2011 – NLA) Finding Author Success, Deborah Riley-Magnus |
 (Updated cover design 2013) Finding Author Success, Deborah Riley-Magnus |
CASE 3: Split Test / Major Facelift
Split Test. Sales were good in the US for Pat Wiley’s book JOOLA, Africa’s Titanic, but dismal in Europe. We decided to take a more dramatic approach to the cover design. The book, a non-fiction narrative, was about the horror of the sinking of the MV Le JOOLA and the shameful actions of those responsible for the tragedy.
We also decided to add a POD book along with the option of an ebook. We are currently split testing the sales results between the old cover sales and the new. So far, the results are encouraging.
 (original design 2012) JOOLA Africa’s Titanic by Pat Wiley |
 (updated design 2013) JOOLA – Africa’s Titanic by Pat Wiley |
Cover Check-up
- How original is your cover? The Image?
- How’s your use of color?
- Is the book title intriguing? Does it stand out? Does it entice the reader?
- Does the cover design target your reader audience?
- Is your eye drawn to the main object of the cover?
- Does the typeface (font) work with the image / genre?
- Is the title or image still legible at a small size (postage stamp)?
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