Don't judge a book by...

A book cover has just 8 secs to do its job. That's roughly the time it takes to decide whether to pick up a book or scroll past it online. In episode 6 of Greenleaf Book Group's podcast, Designing a Book Cover, the host chats with Neil Gonzalez, the publishing house's art director, about what makes a cover click with readers and how designers arrive at the finished product.

Take Malcolm Gladwell's The Tipping Point. Its minimalist cover, with striking typography and a small image, sparked a trend in business-book design. But what works for one genre may fall flat in another. Business books generally benefit from clean, uncluttered designs, while novels need a little mystery. After all, nobody wants the cover to give away the plot.

Gonzalez also has some useful advice for authors: resist the temptation to turn the cover- design process into a popularity contest. Asking friends, colleagues and everyone in between for feedback can result in a bland design that pleases nobody.


A cover must reflect the book's genre, speak to its intended audience, and stand out on a crowded shelf. It's not merely a pretty face. It's the book's first sales pitch.