I would like to say that I have enjoyed a wonderful year as a graphic designer. But as in life, the year had its ups and downs for me. The bright spots were certainly those jobs where I was hired to design using my skills, knowledge and experiences as a designer – and left to it. The challenging spots – each time I was micro-managed on projects. Thus, my favorite projects of 2019 involve those where I was left to create them.
I completed thirty-four book cover designs and a variety of other marketing designs (banners, adverts, etc.) and even a handful of re-designs in 2019. A few of those projects (7 at last count) have yet to be released by the authors/publishers – but overall, I was able to share most of the work that I completed this year as they became available for sale. And I appreciate all of the support and feedback that I have received for my design work.
I continued to grow as a designer in 2019, and I plan to set aside more time in 2020 to learn new things in the world of design to offer even a higher standard of product to my clients.
I am often asked which of my designs is my favorite – that is always the toughest question to answer because I can find special elements within all of them. But most definitely my favorite designs have been when the client trusts me to create a cover design based on my skills. Basically, when I’m hired to design and left to do that process with the only input being what I myself request from the client. Graphic design is a creative process – best left to professionals. Let me do the job that you commissioned me to do and we will both love the results.
I plan to process work in a more efficient way in 2020 – my commission rates will represent a more balanced amount for my time and abilities. And I will be more selective in what I choose to take on. Life is too short and too valuable to waste precious time on bad design.
Thank you to all of those that I had the pleasure of working with in 2019. Many of you I do hope to collaborate with again in 2020.
Ars longa, vita brevis. –Hippocrates (Art is long, life is short.)
I was recently interviewed by the lovely and charismatic Amy Collins of New Shelves Books – she does a regular feature about ‘Book Promotion – Do This, Not That‘ and we had a chat about what authors should not do when working with a book cover designer.
Think you can design your own cover? Nope. Honest. Not a good idea. Ever.
While it’s easy to point fingers at authors on a budget, or writers
who have a little bit of design training, the truth is, we’re all guilty
of thinking that we know enough to delve into areas of book publishing
where we truly have no business. One of those areas, most often, is
In speaking with Cathy Helms from Avalon Graphics, a book cover
designer who has been working in the industry for over 10 years and who
has designed over 1000 covers, she and I came up with a list of some of
the easiest to spot cover design issues.
If you are a self-published author, or a new publisher, this month
might be the perfect opportunity to learn from a cover designer who has
designed bestselling covers and who pays close attention to what is
selling in the marketplace and what is not.
What They Did
Many authors will take a photo themselves and use it for their cover.
Quite often, this photo is taken with an iPhone, Android, or (if we’re
lucky) a digital Camera.
They will upload this photo to a computer and use a Word font such as
Comic Sans MS, Times New Roman, or even (God forbid) Papyrus, to add a
title and an author name.
I am all for saving money and I am a big fan of doing things
yourself, but cover design is not one of those elements that you can
figure out as you go along.
Slapping a title and an author name on a picture that you either
downloaded from a free site or took yourself is not designing a cover.
What ends up happening, is that the author, believing that the cover
is “good enough”, starts submitting the book to review sites, bloggers,
and on-line to readers.
Inevitably, the reviews start coming back from the professionals in
the industry that the cover “does not support the genre” or that the
cover “does not meet marketplace standards” and the author is
What Also Happens
In addition, authors with a homemade cover based on a photo they
took, will often find that they don’t get any response from reviewers or
This is, actually, the kindest result we can hope for. Quite often,
authors will hear from bookstores and libraries that they “do not take
That sentence is never actually the whole truth. What the librarian
or bookseller is saying is “I don’t want your book” and in many cases,
that is the fault of the cover. The book is wonderful, and the writing
is stellar… but the cover is keeping anyone from discovering that.
What the Author Does Next
If things end up progressing as noted, if an author is getting radio
silence from the industry and from reviewers, or even hearing that the
book is not up to snuff, a professionally designed cover is quite often
Researching, finding, and hiring a professional cover designer is
always a good idea. Start looking for a cover designer that has a lot
of experience in your genre.
The best way to go about this according to Cathy Helms, is to
research and find the other successful self-published authors in your
genre. The key to this step is to make sure you pick books that are
selling a lot of copies and are receiving a lot of acclaim from the
What Not to Do Part 2
Please do not ask your author buddies who are all in the same pool you are.
It is not a great idea to ask people at your level for a recommendation on a cover designer.
Reach out and speak with the authors who are out in the stratosphere
of success of your genre. Reach out to the biggest names in
self-publishing or even traditional publishing and ask them for the
names of their cover designer.
In many cases, the cover designer is listed in the acknowledgements or even on the book itself.
Quick tip: There are cover designers who work for large publishers who freelance on the side.
How to Move Ahead
Once an author has determined that they need a professional cover
designer, the next big question always is “How do I decide which one to
At this point, if you are confident that the pool of cover designers
you are choosing from are all successful and experienced in your genre,
then it comes down to personal preference and budget. Joel Friedlander
and his team here at The Book Designer have a list every month of ebook covers that are truly exceptional.
Cathy Helms strongly suggests that you look up those books each month
and spend time reading the comments under each award-winning cover.
Take the time to learn to see what people think of the covers that
are doing very well and what the common elements are that bind them all
into a successful group. While it is always a good idea to hire a
professional cover designer, it is also a great idea to educate yourself
to know what makes a good cover.
Then, let the cover designer do what they do best. Let them design your cover and watch your sales and reviews grow. -Amy Collins
Bottom line – unless you have the skills, knowledge and experience in design/layout/typography/print preparation/industry standard design software to do the job of packaging and marketing your product, hire a graphic designer and trust that designer to do their job.
I also have a few more tasks that I need to complete if possible as well. And no doubt other clients will reach out with further requests. The above list is my average work load per month – each cover design project taking 5 to 6 business days to sort out the front cover, then another day or two in order to get the paperback layout set once I am supplied with the printer’s specifications.
Every month I juggle around 10 to 15 projects on top of my duties as a cover design judge on two sites and the updating of two websites. Never assume that I am idle awaiting work. I have been steadily busy for the past 5 years of my 11 years in the book cover design business.
I discovered Adobe Photoshop around fifteen years ago. It was overwhelming the first time that I attempted to actually use it. Photoshop is not for the faint of heart and certainly not for a novice. While I did learn enough to actually design things for myself and my first handful of paying clients, I realized that I needed to learn a great deal more to actually become a graphic designer. The best decision I ever made was going to college and learning the ins and outs of the Adobe Creative Suite of programs. I utilize not only Photoshop, but also Illustrator and InDesign every time I develop a new book cover design, logo, and/or series branding for a client.
Photoshop is vastly complex
“Just because you have access to Photoshop does not mean that you should use Photoshop.” In other words, get some training. Graphic designers are one of the most underrated specialist in the publishing business…that much I have experienced first-hand.
I continue to learn new ways to create my art almost every day. Never stop learning and exploring different ways to create unique artwork using these powerful programs. While it may look easy to some, design is anything but.
Three of my Pre-Made Book Cover Designs. More info on my professional website Avalon Graphics as they are available for licensing.
Every now and again I am approached by a potential new client who knows exactly what they want and basically how the book cover design process works. But more often than not, authors have written their manuscripts and want an attractive cover designed so they can get their new books listed on Amazon and other online book selling outlets, yet have no idea where to start. And most, especially first time authors, do not have any idea whatsoever as to how the book cover design process works or even where to begin. This is not a bad thing – authors write and designers design! Hopefully I can shed some light on the process by offering a few top tips when contacting book cover designers for the first time.
I hope that all of you enjoyed your holidays and 2014 is off to a great start! I had meant to be blogging a lot more frequently than I have. Shame on me! However, illness and many distractions, both work related and personal, have kept me away in recent months.
Autumn is my favorite season and if I had my way, I’d spend every waking minute of it out in nature enjoying the beauty of it. Alas, not this year as I’ve found myself busier than ever between work and personal matters. And keeping up a blog seems to be something that I simply cannot find the extra time to do either! I very much admire my friends and colleagues who regularly blog despite their busy careers and family lives! How do you do it?!
I am currently working with several clients on projects ranging from book covers to book trailers to interior map illustrations and marketing materials. And I still feel that I’ve never truly caught up from being offline back in August while moving house. But it is a blessing to be in such high demand these days and I thank all of you who have commissioned me for design services during these busy times.
Welcome, Tamian Wood, to Avalon Graphics’
Summer Ice Cream Social!!
[Cathy of Avalon Graphics]First things first – I have to ask what your
favorite ice cream flavor is:
[Tamian]Strawberry or Raspberry or Blueberry (but only because they don’t make a Mulberry ice cream) Detecting a theme yet?