Book Covers: Q & A about the design process

Frank Cucciarre, president of Blink Concept & Design, has graciously answered our questions about the process of creating a book cover.  Please take a look at his very informative answers below.

Do you create a book cover after you read it, or don’t read it?
I do not read the books. The book covers I’ve done generally have a
contact at the publisher that I work with. The authors many times
have their own ideas about what they envision for their covers. The
publisher uses their knowledge of what makes a good cover (by which I
mean, marketable) and works with the author to arrive at a clear
idea. The publisher then comes to me with the synopsis of the book
and the author’s ideas. I evaluate them and depending on the
publisher, make suggestions of my own. It becomes a team effort.

What is the most difficult thing about designing a book cover?
Good question. Understanding the audience that will be reading it,
and understanding the author’s intent. Once the designer can get that
clear in his/her mind, the rest is just…well, FUN!

How long does it take to make one book cover?
It can depend. If the cover is concept is left entirely up to me, I
would plan a concept phase (maybe 2 weeks depending on my work load)
where I would research different concepts, then pitch 2 or 3 ideas,
then go back and forth with the author or publisher to define the
idea.  Then there is the design phase, where I would take the idea
and rough it out in layout form (sometimes by sketches, and sometimes
by electronic comps). The design phase might take 2 more weeks with
revisions. Finally, the production phase, where I’m dropping in live
text, maybe designing the back cover and spine of the book, more
revisions and approvals with the author or publisher, and final file
prep for the printer. That could be another 2 weeks.
If the concept is clear from the start, it could take maybe 2 to 3
weeks to have design, approvals and final file prep for the printer.

Do you meet the writer of the book?
I’ve only had 2 occasions where I’ve actually sat across from the
author. Both times were enjoyable and in both cases, the author left
with a different concept than wanted. Its great to be able to meet
the writer. A designer can feel the energy from the writer, feed off
it, and visualize a concept that might be something that the writer
never thought of. Its really exciting to have a chance to collaborate
on a one-to-one level.

How do you decide the picture?  color?  symbols?
Deciding on the right image or symbols comes from questioning the
author or publisher. Each designer has their own way of thinking. Its
up to the designer to make sure he/she understands VISUALLY what the
author is saying with his/her WRITING. Then to convey that visually.
Color, as I work, comes from the visual. For example, if I use a
photograph, I’ll sample colors from with in that photo to develop a
color palette. If I am using a symbol or illustration, I might
consult color trends or color combination books that are available.
Colors can say a lot, so its important to be aware of the tone of the
book, the visual, and what colors best convey those themes.

Are there any differences in designing depending on the readers’ age?
ABSOLUTELY.  All the above play the same roles depending on the
reader’s age. Colors such as primary palattes work best for young
children; larger more legible typography work better for older
readers. All these things are the responsibility of the designer.
(source: personal communication, October 16, 2008)

Thank you so much, Frank, for taking the time to answer our questions!  We really appreciate this opportunity to connect with you and to learn something about your field!