Key Considerations

Each year, over one million book titles are independently published. While other aspects of marketing and metadata also impact your book’s success, the cover is often the initial touchpoint for potential readers, helping draw their attention while conveying important information about the story and genre. To successfully navigate the cover redesign decision process, authors must ensure their time and monetary investments will yield the desired results.

Writer can draw the attention of loyal readers, as well as collectors on BookTok and Bookstagram, by introducing limited and special edition books of backlist titles with new covers. Dedicated readers may buy new versions of the books they already own when newly designed covers are released, especially when the variant covers belong to a flagship series.

The first step to deciding whether to rebrand a series with new covers, then, is to understand the reasons behind your desire to update your covers, as well as the advantages of the decision.

• A modernized cover design can lead to increased visibility and appeal. A fresh, eye-catching cover can attract new readers who may have previously overlooked your book. According to the marketing principle known as “the rule of seven,” it takes an average of seven impressions before a reader will take action and purchase your book. New covers may draw potential readers who previously overlooked your title back to the purchase page.
• Emulating market trends can help with genre identification. Each genre has specific design elements readers associate with and expect from its covers. These components change over time, so studying the market is important to staying abreast of modern design.
• Book cover redesign can help reach new potential audiences. Adapting to current design and genre trends can make a book more appealing to contemporary audiences. Redesigning your cover can attract new readers and connect you with untapped markets and demographics who weren’t drawn by the original design.

While the advantages are enticing, it's equally important to navigate through the key considerations when contemplating a backlist cover redesign.

• The opportunity may not always justify the cost. A cover revamp can require a significant financial investment, so it’s important to weigh the potential returns against the upfront expenses. Is this a true necessity at this time, or are there less expensive marketing techniques—such as discounting older titles, collaborating with book reviewers, or placing social media ads—that can yield similar results?
• New market trends may interfere with brand consistency. Introducing a new, enticing cover can seem exciting, but it should also help you maintain brand continuity for your existing readers. A drastic change in your backlist covers shouldn’t confuse your current audience. Consider how to balance your existing and new designs in a way that will resonate with your current readers and appeal to new ones.
• It can be difficult to manage reader expectations. Your long-time readers may have grown attached to your original covers. Ensure that your changes are not so drastic that they confuse your readers. They may have certain expectations concerning a book’s visual representation in terms of its consistency with the rest of the series and with other titles in its genre.

Timing Is Everything

So when is it the ideal time to take on a cover overhaul project? There’s no right answer, but it’s important to consider factors such as sales trajectory, reader feedback, and shifts in the dynamic of your genre. For series writers, it’s a good idea to wait until the full series is well established before considering a book cover revamp. This helps with visual cohesion and recognition, cultivating emotional connection, and building reader anticipation.

Cost-Effective Strategies

Revitalizing covers doesn’t always have to break the bank. There are many cost-effective strategies to explore.

• DIY Design: If you have a background in graphic design and have studied the market, you can opt to leverage design software and templates to take a hands-on approach to cover design. For your first few attempts, you may want to request feedback from a trusted expert, readers of your genre, or even an experienced librarian or bookseller.
• Collaborative Approaches: Partnering with a freelance designer for valuable insights can keep costs manageable. Some book review platforms, like NetGalley, poll their audiences for cover feedback and allow submissions of older titles for review. This grants access to a community of professional readers, librarians, booksellers, educators, and media members to offer feedback and expand your reach to a broader audience.
• Testing the Waters: Opting to pilot changes on a single title before committing to a full series overhaul is a cost-effective option that allows space for feedback from both new and existing audiences.

Selective Approach or Comprehensive Overhaul?

When contemplating a cover redesign, authors often grapple with the decision to redesign an entire series at once. This decision can impact the consistency of the series, brand identity, and reader expectations—not to mention the upfront expense for the author.

Taking a selective approach can allow authors to assess reader feedback before committing to a full series redesign. It can also be a more cost-effective approach for authors on a tight budget. On the other hand, it can be challenging to maintain a balance between consistency and innovation to avoid confusion among long-time readers. Also, the selection of books for redesign within a catalog or series must be strategic to maximize impact.

Doing a comprehensive overhaul, however, ensures visual cohesion throughout the entire series, enhancing brand recognition. It also provides a fresh, unified look that represents a committed effort to revitalize the author's body of work. Alternatively, taking on a full cover redesign overhaul can require a sizable financial commitment, especially for authors with extensive backlists. It’s beneficial to conduct in-depth market research and careful planning to avoid overwhelming readers and committing to a fleeting trend.

Author Skill Level 

Not every author is likely to benefit from revitalizing their covers to the same degree. New authors who are still establishing their brand would likely do better to focus on covers that reflect a book's content and represent the author’s identity. As an author’s writing style evolves throughout their career, it is expected that their cover designs will also evolve, as they’ll learn which styles appeal to their ideal reader.

Established authors, however, often focus on balancing their need for fresh, eye-catching covers with maintaining a recognizable brand identity. Evolving backlist covers in tandem with genre trends can ensure their core brand remains intact and recognizable to their loyal readers.

So how does an author balance reader expectations with the need for innovation? Start by being transparent. Include your readers in the process, and manage their expectations by sharing upcoming changes. Your cover redesign project can also be used to further connect with your fan base by requesting feedback on social media or in your author newsletter.

Crafting a book cover that entices new readers, honors existing readers, and becomes an integral part of the reader's journey takes research, effort, and commitment. Cover revitalization isn’t just a visual transformation; it’s a strategic move that can enhance your literary portfolio, reintroduce your titles, and give them the exposure and recognition they deserve.