They say you should never judge a book by its cover. But we all do. And you should -- especially when you're in the business of selling fiction.
All marketing techniques begin with the visual presentation. The most aggressive campaign will fail if the product lacks the right aesthetic. In fact, beautiful covers can give otherwise inferior books a marketing edge over better-written novels with mediocre exteriors.
A good cover should hint at the story within. That doesn't necessarily mean lots of details. Sometimes the simplest design is the most effective. A professional cover artist should be able to capture the book’s mood in a single frame while employing intriguing design elements.
The Internet makes the task of locating an artist easy. You can find websites with affordable options like Fiverr and those with a huge list of portfolios, such as DeviantArt. They’re both great places to start, but you’ll likely find more amateurs than top-level professionals.
If you don't want to sort through digital portfolio after digital portfolio, consider attending an art convention. Denver hosts a number of them -- many of which are comic book-related. We have the Denver Comic Con, D!NK, and Comic Fest. Comic book artists have a great sense of visual storytelling and presentation. If you do go with a comic book artist, make sure they have the ability to jump between art styles. You don’t want your new literary novel to look like the latest issue of The Amazing Spider-Man.
If conventions aren't for you, visit an art gallery or attend the First Friday Art Walk.
When you do find an artist you’re interested in working with, research their portfolio and résumé to determine their level of expertise. It’s easy to fall in love with a single piece, but it’s important that the rest of their work also hits the mark. If it doesn’t, keep looking.
Once you’ve found a prospective artist, send them samples of other book covers you like and decide whether or not they can provide something comparable to the look, feel and genre you’re going for. Then have the artist provide some basic mockups (this may not be an option until a contract is signed).
Before you sign a contract, find out what rights you'll be purchasing. Much like writers, artists are hesitant to give up the rights to their creations. Oftentimes they’ll license the work for use as your cover, but keep the rights.
Given the subjective nature of art, the artist determines the work’s value. There is no set rate. Typically, quality covers will cost between $300 and $1,000.
If you don't have the money for original art, you might find something worthwhile in the public domain. For those unfamiliar, public domain refers to content that is not subject to copyright and is legally accessible to everyone. Art typically falls into this category 120 years from the date of creation, but you’ll need to do your homework before slapping something on your book.
Public domain artwork is becoming a popular trend in publishing. For example, Tracy Chevalier's book, The Girl with the Pearl Earring, uses Johannes Vermeer’s famous painting of the same name for its cover. It’s standard practice nowadays and costs the author absolutely nothing. The New York Public Library recently added 180,000 images into the mix. If you have financial constraints, give this option some real consideration.
Remember, never underestimate the importance of a compelling presentation. It's your first and (oftentimes) last chance to reel an audience in. A professional cover will make the difference when you’re trying to convince those who don't know who you are to give your work a shot.
Now cross your fingers and hope they like your writing as much as they do your cover.
Joshua Viola is an author, artist, and former video game developer (Pirates of the Caribbean, Smurfs, TARGET: Terror). In addition to creating a transmedia franchise around The Bane of Yoto, honored with more than a dozen awards, he is the author of Blackstar, a tie-in novel based on the discography of Celldweller. Viola is the editor of the Denver Post number one bestselling horror anthology, Nightmares Unhinged, and has published Bram Stoker, Hugo and Nebula Award-winning writers. His next anthology, Cyber World, co-edited by Jason Heller, will be available this November. Blood Business, co-edited by Mario Acevedo, will be available in 2017. He lives in Denver, Colorado where he is chief editor of Hex Publishers and vice president of Frontiere Natural Meats. He can be found on the web at www.joshuaviola.com
Cybernetics. Neuroscience. Nanotechnology. Genetic engineering. Hacktivism. Transhumanism. The world of tomorrow is already here, and the technological changes we all face have inspired a new wave of stories to address our fears, hopes, dreams, and desires as Homo sapiens evolve—or not—into their next incarnation. Cyber World presents twenty diverse tales of humanity’s tomorrow, as told by some of today’s most gripping science fiction visionaries.
“Cyber World gives the cyberpunk genre a much-needed reboot.”
—Chuck Wendig, New York Times bestselling author of Star Wars: Aftermath and Zer0es
Featuring stories by Mario Acevedo, Paolo Bacigalupi, Warren Hammond, Angie Hodapp, Stephen Graham Jones, Cat Rambo, Alyssa Wong, E. Lily Yu, and many others.
Edited by Hugo Award winner Jason Heller and Joshua Viola. Foreword by Richard Kadrey.
Soundtrack of Humanity's Tomorrow featuring Celldweller, Circle of Dust, Mega Drive and Scandroid.
Available this November from Hex Publishers.