For some book publishers much of the decision-making process for designing book covers is based on instinct and not on consumer testing or scientific method. However, imagery, fonts, type sizes and color palette all work together to convey the contents of the book. For example, one can date a book’s cover by its typeface. If the book is written by a well-known author, their name will be displayed prominently with colorful bold type.

Romance novels tend to use colors like soft greens, happy yellows, and violet with imagery of a woman and man in a passionate embrace. A Tom Clancy military thriller will always feature his name in large, bold typeface accompanied by imagery of a large combat vehicle. Fantasy novels tend to be dominated with images of wizards or someone wielding a sword. The typeface is often Gaelic-looking.

Industry insiders point out that the airport is no longer the place where people purchase a book on impulse based on the cover design. Oprah Winfrey and other television influences have helped expand the definition of what constitutes a “mass market book.”

Tags: book publishing, print industry

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