ALLi Exclusive: Creating Your Book’s Billboard

A book cover is more than just a visual representation of your work—it’s a vital tool for attracting readers and conveying the essence of your story. As Alliance of Independent Authors (ALLi) advisor Russell Nohelty notes, “Do you want your words to be read, or do you want to have a cover you love? If it’s the former, then it needs to follow genre expectations, so enough of the right readers give it a try.” In this article, we offer tailored advice for beginning, emerging, and experienced authors to help them create covers that not only captivate but also sell.

Beginning Authors: Building a Foundation for Success

Understanding Genre Conventions

For new authors, the first step in cover design is understanding the rules of your genre. A book cover acts as a billboard for your book—it must clearly communicate the genre and subgenre at a glance. As ALLi director Orna Ross explains, “The function of a cover is to cause the reader to look further into the book. It’s the first step towards the sale.”

To get started,

  1. study the top ten bestsellers in your genre;
  2. break down their covers into key elements: title, subtitle, colors, imagery, and typography; and
  3. analyze what these elements communicate to readers.

Another source of insights is the email newsletters that notify subscribers of new or discounted books in selected genres; it’s informative to see how often the books featured in a newsletter focused on mystery, for example, share common color schemes, layouts, and fonts. Remember, your cover is like a visual keyword, representative of what readers expect in your niche.

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Engaging a Cover Design Expert

This study of your genre’s cover design conventions lays the groundwork for the next step in the process: engaging a cover design expert. With a few rare exceptions, authors excel at working with words, not with visual elements, and even those with graphic design expertise might not be equipped to create the optimal cover; as Ross warns, “Book design has its own unique demands.”

For genre-specific expertise, look at the credits in books similar to yours. Many authors list their cover designer on the copyright page. Researching these designers ensures you hire someone with relevant experience. And always check ALLi’s Service Ratings Directory, which reviews and rates service providers based on ALLi’s Code of Standards, ensuring you populate your publishing team with ethical professionals.

Although the cost of hiring a designer can feel daunting, it’s a worthwhile investment. “A high-quality book cover sets your publication apart in today’s crowded marketplace, and indie authors no longer need to spend thousands on an experienced designer,” ALLi advisor Dale L. Roberts highlights. “Shop around and always review a designer’s portfolio before investing.” For authors on a tight budget, premade covers can be a viable option. These professionally designed templates often cost less and can be customized to suit your book’s needs.

Crafting a Design Brief

When working with a designer, clarity is key. Your design brief should include:

  • genre and target audience,
  • key themes or symbols from your story, and
  • examples of covers you admire. 

A detailed brief will help your designer create a cover that aligns with your vision while appealing to your target audience.

Emerging Authors: Establishing a Cohesive Brand

Developing Visual Consistency

As your portfolio of works grows, it’s vital to focus on author branding. This involves creating a cohesive visual identity across your books. Consistency in fonts, colors, and layouts helps readers instantly recognize your work. For example:

  • Use a similar layout for all books in a series.
  • Incorporate recurring visual motifs that reflect your genre.

As your earnings increase, you may have more money to invest in attention-getting elements like custom illustrations.

Engaging Readers in the Process

Emerging authors often have the advantage of a growing fan base. Leverage this community to gather feedback on cover designs. As Jane Friedman suggests, “Rather than randomly crowdsourcing feedback on your cover design—e.g., by posting on social media to your friends—survey your fans and readers or study genre reports like those from K-lytics to see what’s selling in your niche” and what will resonate with your audience.

Enhancing Marketing Efforts

Experienced authors can maximize the value of their cover images by using design elements in promotional materials. Cohesive branding across social media, ads, and merchandise strengthens recognition and reinforces your author brand.

Using Your Cover as Creative Inspiration

Once you have a few books under your belt, consider having the cover for your work-in-progress designed early. A well-crafted cover can serve as a powerful source of inspiration, fueling your creativity as you write. Ensure that any story elements reflected in the cover are finalized to avoid the need for adjustments once the book is complete. This approach not only enhances your creative work but also keeps your project aligned with your vision from the outset.

Experienced Authors: Leveraging Covers for Long-Term Success

Even the most experienced authors need to stay attuned to changing market trends. A cover design that worked five years ago may no longer attract readers today. Regularly review the top-selling books in your genre to identify shifts in design preferences. If your sales dip, it might be time to refresh your covers. Rebranding, however, should be approached thoughtfully. Split-test new designs to ensure they outperform the originals.

Managing Series Cohesion

For authors with multiple series, maintaining distinct yet cohesive branding is crucial. Each series should have its own unique identity and meet its genre’s cover design conventions, but all should fit within your overarching brand. For example, you might consider having the size, font, and color of your author name be the same on all your books. This balance ensures readers can easily identify their favorite series while recognizing you as the author.

Best Practices for All Authors

Prioritizing Readability

Always ensure your cover’s text is legible at thumbnail size. Online shoppers often see book covers as small images, so clarity is essential. Use high-contrast colors and clean typography to make your title and author name stand out.

Balancing Creativity and Clarity

Although creativity is important, your cover should clearly communicate your book’s genre. “There’s no point in someone picking up the book because they like the cover if they don’t read it,” Ross advises. Focus on creating a design that resonates emotionally with your ideal reader.

Testing Cover Effectiveness

Before finalizing a cover, test its appeal with a sample of your target audience. Gather feedback to identify potential improvements and ensure the design aligns with reader expectations.

A compelling book cover is a cornerstone of successful self-publishing. As your publishing business evolves, so too should your approach to cover design. Whether you’re a beginner learning the basics, an emerging author building a brand, or an experienced writer refining your strategy, investing in professional design will always pay dividends.

By understanding your genre, collaborating with the right designer, and staying attuned to market trends, you can create covers that attract readers, boost sales, and solidify your presence in the marketplace.

For more on cover design, check out the following resources from ALLi:

Matty Dalrymple, ALLi Campaigns Manager

The Alliance of Independent Authors (ALLi) is a global membership association for self-publishing authors. A non-profit, our mission is ethics and excellence in self-publishing. Everyone on our team is a working indie author and we offer advice and advocacy for self-publishing authors within the literary, publishing and creative industries around the world. www.allianceindependentauthors.org

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