We all know that you shouldn’t judge a book by its cover, except people do this all the time. People judge books by the cover when they see other people carrying those books on the train, they make judgements about what sort of people they are. This is of course why erotic fiction took such a leap with the event of ereaders. Nobody could see what you were reading.
Book covers are extremely important, and I would even say that they are more important for e-books than they are for physical books. Because an ebook has no tactical properties, the visual appeal is all you get to judge its attractiveness.
If you’re starting to self publish or you have published a few books but you know your covers are not up to scratch, how do you find a cover designer who can make book covers that sell, and what you look out for in this person?
The first port of call will be to look at a selection of books in your genre that are selling well and preferably that are also published by self published writers. Why not publishing houses?
Well, publishing houses often have other aims with their covers. In the first place they usually try to appeal to a buyer in a bookstore, and this is a different market and you can do different things with a print book. You will find that print book covers are often too intricate to work well on postage stamp size thumbnails.
So you would be looking for books that have been self published and that are selling well.
A lot of these authors will list their cover designer in front of the book. If they don’t, simply google the author, go to their website and ask. Not all will be happy to share, but many of them certainly do.
Now when you do this, you should find a moment to take yourself out of the equation. It doesn’t matter that you dislike the type of covers of books that sell well in your genre. Your aim is to make your book sell better, and you want to clearly communicate to the reader what genre it is.
Then find the cover designer through the authors—preferably find a couple of designers—and start asking for quotes.
How much should you typically pay?
Most good cover designers who serve self published authors and have proven themselves in terms of quality and reliability will charge from $250-$500 for a photo manipulated cover. Illustrated hand drawn covers are often a bit more expensive, but in general it should not be necessary to spend more than $800 on a cover.
If you wonder whether to go with a friend who is also a graphic designer, I advise against doing that. There are a lot of really good and effective graphic designers around, but good book cover design is a special art, and if you have never done it before, you don’t know what its requirements are. You’ll end up with a less-than-effective cover which you can’t replace without upsetting your friend. That’s a horrible situation to be in.
And you don’t want to go with a family member or friend who is an artist either, no matter how awesome they are. Naturally, artists have an increased sense of the importance of art on the cover. In reality, the effectiveness of cover design is about 50% art and at least 50% typography. I have seen great art ruined by horrible typography. I have seen great art custom-made for a cover that left no reasonable quiet space for the title and the author’s name, so that either had to be added with too many hideous text effects to even make the text legible, or it had to be added in a super small front somewhere down the bottom. That is just horrible and nobody is going to buy that no matter how much you spent on that book cover.
A good book cover designer is someone who has experience in book cover design. Someone who has good typography skills and who knows that a cover contains both art and typography which should enhance each other.
It is also someone who can work to deadlines, give you a timetable of events and then stick to it, and will make reasonably small changes to the design. A good book cover design most likely has a list of customers and you can ask them what they thought of the process. A good cover designer also has a well-designed website that displays book covers they have done.
If you can’t afford a custom-made cover, many designers also sell premade covers—where all you get to change is your name and title—at a much cheaper rate.
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