Designing Book Covers That Buyers Can’t Resist
We all know the old saying, “Don’t judge a book by its cover.” But anyone with any industry experience at all realizes that book covers and jackets drive curiosity and sales. Publishers can easily justify greater investment in cover design—it’s that important! Yet publishers also need to take into consideration the realities of the current selling environment. Insights examines current cover design trends as well as production-based enhancement techniques.
Cover Design Varies by Region and Culture
Every reader occasionally finds a hidden gem beneath a bland cover, but publishers certainly increase their odds for success by creating compelling book covers and jackets. One thing to keep in mind—especially in today’s global market—is that design trends not only change, but also vary by culture.
Industry pundit Carol Pinchefsky points out that North American book covers are more colorful and tend to use every bit of space. British covers are simpler, having lots of negative space and sometimes looking more like a piece of fine art. She suggests viewing your favorite authors book covers on both the domestic and UK versions of Amazon.com to see the different design treatments.
In addition to these broader trends, knowing your specific readers can also help you design more appealing covers. As a new Ad Age white paper, 2010 America, points out, the latest U.S. Census is going to reveal that there is no more “Joe Consumer.” According to demographics expert Peter Francese, "The average American has been replaced by a complex, multidimensional society that defies simplistic labeling."
As a result, book publishers with customer databases could potentially benefit from performing some database analysis to get a clearer view of their book-buying customers. Transcontinental Database Services can provide such assistance.
Design Trends Are Always Fluid
Cover design changes just like other styles, so it’s important to keep up with current trends. Abby Ross, a readers’ advisor librarian to patrons of all ages and former independent bookseller, offers these observations in her article, Today’s Cover Story, New Trends in Book Cover Design and their Impact on Readers:
- Cartoon Covers. Original art by well-know cartoonists is currently popular. This approach is even working in repackaging literary classics such as Candice with new art created by graphic novel legends. Cartoon art is great for attracting new readers to older literary works.
- Return of the Pulps. Retro styles from 1950s and 60s pulp fiction are on the comeback trail. These alluring images are emerging not only on reprints of classic detective novels but also on new books by current mystery writers. The covers have great appeal to readers of this genre.
- The Book as Art Object. Literary novel imprints such as McSweeney’s Regtangulars are going well outside the box by using bold colors and original art printed—or even embossed—directly onto clothbound book covers. These books require no jacket, and the style appeals especially to readers who value a book’s aesthetics as well as its word content. Other publishers are taking notice and beginning to adopt this approach for selected titles.
Cover Production Techniques
If you’re itching to add some pizzazz to your book covers, there is a wide range of production techniques available for executing compelling design concepts—even on a budget. Some of the most popular techniques include:
- Special Inks. PMS colors, metallic and day-glo as well as new MetalFX® technology, which prints standard CMYK inks on top of specially modified silver ink to create up to 104 million metallic colors.
- Coatings. Varnish, aqueous, UV and film lamination with lots of specialty applications within each category.
- Die-based Techniques. Embossing, debossing, die cutting and foil stamping. Again with lots of sub-specialties.
- Holography. Its star is fading somewhat, but still a good option when a flashy 3-D technique is appropriate.
- Thermography. Adds an interesting raised ink dimension and can be used with other techniques.
Book Design Services at Transcontinental
In additional to a full range of design, manufacturing, fulfillment and distribution services, Transcontinental has book design teams that can help you create the book cover or jacket that fits within your budget. Whether you want soft or hard covers or care to use a wide range of special ink treatments, Transcontinental has the solution. We can also fill any other gaps in your design needs, streamlining your supply chain and providing the type of collaborative relationship and continuity that makes outsourcing work.
Why not contact us today for a no-obligations consultation?
Learn More In-depth Facts About Book Design
To help you better understand the trends and issues surrounding book design, Transcontinental published an informative white paper in early 2009, Designing Books to Sell. Written from a publisher’s perspective, the white paper covers important topics including:
- Book Design Trends
- Production Techniques for Enhancing Covers
- Strategies for Designing on a Budget
- Book Display and Packaging Design
- Getting Creative with Transcontinental
Download a complimentary copy today and discover ways that book publishers are combining design techniques and production technologies to enhance the eye appeal of books at a variety of budget levels.
