Okay, it is a book cover, but bear with me a moment. As an author, it’s easy to think of your book cover as a piece of art—a reflection of the story you’ve worked so hard to craft. But if you want your book to succeed you need to reframe your mindset. Instead of thinking of it as a “book cover,” start thinking of it as a “package design.” While this might feel a little uncomfortable, it will help you approach your cover more strategically.
Why “Package Design”
1. Your Book is a Product Competing in a Crowded Market
No matter how personal and meaningful your story is, your book is also a product vying for attention in a crowded marketplace that grows more crowded every day. Thinking of your cover as package design acknowledges this reality and ensures its primary job—to attract readers and sell your story—is top of mind. When you think of your story as a product that needs a package, it can help you approach the design with the consumer in mind. Product packaging is all about connecting with the consumer.
Much like the packaging of other consumer product, your book’s design needs to:
Grab attention quickly.
Clearly communicate the “product.” (Is it a thriller? A cozy romance? A sweeping sci-fi adventure?)
Speak to the right audience. Your cover must instantly resonate with readers looking for books in your genre.
For example, a thriller reader expects a cover that’s dark and suspenseful, while a fantasy reader looks for magic, swords, etc. Package design ensures your book meets these expectations, setting it up for success.
Package Design Mindset
1. Research Your Genre
There’s a reason Fruity Pebbles, Lucky Charms and Captain Crunch have cartoon characters on them with bold colors. To design effective packaging (your book cover), you need to understand your market. Study the top-selling books in your genre and identify common patterns in fonts, colors, and imagery.
2. Highlight What’s Unique
Your book has something special to offer—whether it’s a distinct world, a gripping protagonist, or a unique twist. Highlight these elements into your package design to differentiate your book while still meeting genre expectations.
3. Work with a Designer
Package design blends artistry with strategy. A professional cover designer knows how to create a visually compelling design that appeals to your target readers and makes your book look market-ready.
Reframing your book cover as package design might feel strange at first, but it’s a powerful way to focus on the needs of your audience and the market. It doesn’t diminish your story—it elevates it and positions it in the market. Great package design ensures your book gets noticed, sets the right expectations, and reaches the readers who will love it most. Think beyond the “cover”—think strategically, and let your package design carry your story to success.
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