Books Are Judged by Their Covers. There, I Said It.
Book design tips for the self-publishing author
Why Book Design Matters
If you were to ask me the number one reason self-published books (really, any books) don’t sell, I would say design. I see it all the time—books likely written by talented authors with wonderful stories, but that only a few people ever open.
As much as I hate to admit it, books are judged by their covers. Even readers who know nothing about design can tell the difference between a professionally designed book and one that isn’t. We might not be able to point out exactly what’s off, but something in our gut tells us it doesn’t feel right. And when a cover looks low-quality, it naturally makes us question whether the interior content will be, too.
This is why quality book design is non-negotiable for self-publishing.
Please don’t spend months or years writing your book only to skip this step.
What a Cover Communicates
Cover design is way more than just about making your book “look pretty.” A book’s cover reveals:
Quality: A polished cover signals that the entire book (editing, story, content) is likely of similar quality.
Genre: Covers tell readers what type of book they’ll be reading. Elegant fonts and a happy couple? Probably romance. Red, slanted fonts with fog? Likely a thriller. Mismatched covers can confuse readers.
Intended Audience: Fonts, illustrations, and style give clues to readers. E.g., if the book is intended for children. Make sure your cover speaks to your target audience.
Emotion: Covers evoke feelings like excitement, inspiration, curiosity, comfort. These emotions influence buying decisions. Personally, gold foil on a cover makes me 10x more likely to buy!
For more evidence, check out this Reedsy experiment comparing old covers vs. newly updated covers. It’s fascinating.
Not All Designers Are Equal
A talented illustrator doesn’t automatically know how to design a book cover. A friend who’s great at logos might not be the right fit either. The best approach is to ask about skill sets, experience, and see relevant work samples.
Book design isn’t just about the cover, either. You may need multiple designers depending on your book.
Types of Designers
Book Cover Designer
Designs the front, back, and spine.
Understands industry standards, genre expectations, audience, and technical file requirements.
May also provide illustration, or you may need to supply artwork.
Illustrator
Creates custom artwork for the cover or interior.
Specializes in different mediums (watercolor, digital, oil, colored pencil) and styles (abstract, classical, iconography).
Some specialize in genres, like children’s books.
⭐I’ve got a directory of illustrators with portfolios paid members can browse.
Book Formatter / Typesetter / Interior Designer
Lays out your text and images for a clean, enjoyable reading experience.
Considers fonts, spacing, alignment, headers, page numbers, and more.
Should understand your genre and create layouts that reflect that genre.
Complex books with images (children’s books, cookbooks, photo books, textbooks, etc.) require specialized experience.
Ebook Formatter
Sometimes handled by your print book formatter, but eBooks may need specialized formatting for proper display on eReader devices.
Typographer
Focuses on the art and technique of font and text arrangement.
Not everyone will need this, but it can be useful if you want unique titles, custom fonts, or stylized headings.
Photographer
If your book needs original photos that you can’t otherwise obtain, you might consider commissioning a photographer.
Branding / Logo Designer
Helps create logos, color palettes, and fonts for a cohesive visual identity, especially if you’re building a brand around your book.
What Your Cover Designer Should Ask You
Cover designers may ask you to complete a design brief, which usually includes things like:
Genre
Intended audience
Budget
Book synopsis
Emotions you hope to evoke
Examples of designs you like and don’t like
Color preferences
Symbols or meaningful elements
Fonts you like/dislike
Goal of your book
A good designer balances your guidance with creative freedom. They should understand your vision while still bringing their expertise. If your cover designer isn’t asking you questions, you’ll want to have a conversation.
Here is a great article from Reedsy for continued reading.
Cover Designer Hiring Tips
Don’ts
Don’t design it yourself: High-quality covers require advanced skills and a trained eye.
Don’t micromanage your designer: Give direction, but don’t dictate every detail.
Don’t skip contracts: Contracts clarify deliverables, copyright, deadlines, payments, and usage rights (e.g., merchandise, original artwork).
Do’s
Vet your designer by asking the right questions:
May I see examples of book covers you’ve designed? (Make sure this includes the spine and back cover as well).
Do you handle generating a barcode from my ISBN, or should I supply it? (They should at least know where a barcode goes on the back of a book and not seem confused by this question).
Do you specialize in a specific genre? (Being an expert in everything is usually a red flag).
What is your creative process like for designing the cover? How will you work with me to understand my creative vision?
Where do you get your designs and images you use on covers? (Make sure there are no copyright issues with how they are finding their images).
Could you walk me through a book cover you’ve designed in the past and describe how you came up with the design?
Is AI (Artificial Intelligence) used in the creation of your book covers?
If I require minor edits or changes in the future, what is that process like?
How long does it take to complete the project?
Online research.
If the person you are considering hiring has a website, do they list book cover design? Do they provide examples of books in your genre?
Do they have testimonials?
Do they appear knowledgeable and passionate about book cover design? For example, it’s pretty obvious when visiting Kairos Book Design’s website that they are both knowledgeable and passionate about book design, based on the many educational articles written. (And I can personally attest that Benita is amazing!)
Get outside opinions: Ask for references, check Amazon reviews, and consult peers with design experience.
⭐ Use our directories!
Paid subscribers have access to our directories + discounts. This is an excellent place to start. For book cover design specifically, we only accept cover designers who have provided strong portfolios. It’s a short list, but a good one! We still advise vetting anyone you consider working with to make sure they are a good fit for YOU.
Thanks for reading!
So true! Books are judged by their covers. I have read some books with great covers, only to be disappointed with the content inside. And yes, I have read books whose covers are lacking, but I thoroughly enjoyed the exceptional story inside. However, for the most part, I have found that the cover of a book reflects the quality of writing inside.
I hate to admit it too, but I agree, haha. A lesser quality cover doesn’t necessarily indicate a bad book, but I do think we naturally gravitate towards strong design.