Day 2: (Cover) Guidelines & Expectations

Everyone’s got an opinion: publishers, art directors, authors, marketing gurus, and, of course, the readers. Cover artists often find themselves in the unique position of trying to please everyone while at the same time striving to satisfy their own creative needs. So what professional and personal guidelines do these intrepid designers follow?

Guidelines & Expectations: where things can get messy

April: Vendors, publishers, and readers all have expectations that we artists must meet.

Book covers are a commercial art, so naturally we follow the rules of commerce. Covers must appeal to the consumer and compel them to buy (as Anne states, they must be gorgeous!), and at the same time they mustn’t offend anyone. Our publishers aren’t easy to offend, but they have distributors who might be, so we give them no reason to refuse to sell our product in their stores. Bottom line, we show no pink parts.


Then, there’s the branding—packaging as effective as a company logo, each product a spokesman for the company. Liquid Silver Books has a black bar with its drop logo, silver for the sensual, erotic Liquid line, a flaming red-gold for the hotter, more extreme Molten line. Loose Id encourages variety, so there we get to choose how and where we display the company logo on the cover-center top, bottom, or side, or in the left or right corners.

On top of that, the cover art itself should illustrate and match the story within, and that depends on the genre, the tone, and perhaps the author’s and readers’ expectations.

We have many masters.

Frauke: While I try to make an author’s vision of a cover come true, sometimes I’m stubborn. And so I overrule those visions. I don’t do this because I disrespect the author or his/her wishes, but because I feel strongly about a vision in my head that I have to follow, no matter if I will be ripped in two when the authors gets to see it for approval later.

So far, I’ve been lucky as I almost always get away. And I can’t deny that I love such cover requests in which the author gives me the chance to come up with my own cover concept. This means they have faith in me and that’s one of the highest honors a designer can achieve.

Anne: I’ve done work for about six companies, and they’ve all had one solid expectation in common: the art has to be GORGEOUS. *lol* From there, it seems each publisher has their own, slightly different style. At a couple of houses, I can push the envelope and have covers with a tastefully shown-off derriere (me and my bun-bun shots :-P ), but that’s a bit too much for other publishers. Which is totally fine — the art has to reflect not only the heat of a particular story, but the company’s tastes as well.

Personally, I’m open to just about anything on a cover as long as it’s tasteful. In an effort to not cross the line from sexy and edgy into the dreaded porn territory, publishers usually put their foot down on having sex objects/toys portrayed the cover art, but I think that starts to cross the line from sexy and edgy into the dreaded porn territory. The only real limit I have involves religious themes, because it’s important for me to respect all faiths and personal beliefs. So if I receive a request form that has the potential to negatively reflect on someone’s religion, I take a step back to evaluate my role in the project. I recently did a cover for a book set primarily in Thailand, and it was very important not to include an image of Buddha on the cover because that might’ve been offensive to a Buddhist. A major no-no!

About the Guilty Parties

April Martinez is a freelance artist and graphic designer, art director for Liquid Silver Books, and cover artist for Loose Id. Visit her website here.

Behind CrocoDesigns is one woman who loves crocodiles as much as her design work. She holds a degree in veterinary medicine and has worked in all kind of jobs related to publishing and book promoting. Design was a hobby that’s now a full-time job and she enjoys every minute of it. So if you can’t find her reading the latest romance novel, she sits in front of her computer working on the next project, but always it’s all about the books. Check out her website here.

As a cover artist and illustrator, Anne Cain freelances for several publishers. Whenever she’s not chained to the PC or doodling away in a sketchbook, she spends too much time reading yaoi and watching anime. Check out her gallery here.

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Stay tuned for Day/Topic #3: The Making of the Cover

14 Responses to “Day 2: (Cover) Guidelines & Expectations”

  1. Lorelie
    1

    Yeah but what we really want to know about is the author who expects Brad Pitt on her cover and what happens next. ;) lol

  2. BevL(QB)
    2

    You are all showing me amazing covers that do exactly what they are supposed to do– catch my eye and compel me to find out more about the books.

    But, is the collaboration you enjoy (or not) between cover artist, editor, author, publisher, etc. unusual? The reason I ask is that we see so many ODD choices (I’m being nice) for covers, or covers that portray characters that conflict with the physical descriptions the author wrote, etc.

    I would expect that a collaboration that includes the author would be unusual for NY (according to most authors, they have NO say-so), but how unusual is it for epubs?

    And Bam, I’m luvin’ this whole idea. Can we keep all of them? Maybe they could occasionally drop by for more Show and Tell after this week is up?

  3. April
    3

    But, is the collaboration you enjoy (or not) between cover artist, editor, author, publisher, etc. unusual? The reason I ask is that we see so many ODD choices (I’m being nice) for covers, or covers that portray characters that conflict with the physical descriptions the author wrote, etc.

    In the e-publishing industry, those with direct influence on the cover are usually the cover artist, the author, and the one managing all the artwork. In NY, I believe the editor takes the place of the author, and beyond that there are many more chefs in the kitchen; if book buyers for a big bookstore chain don’t like a cover, for instance, the art department will usually change it.

    As for the odd choices for covers, in my case, they usually belong to the authors themselves, as I try to give the authors what they want, based on what they wrote on the cover request. Every now and then I might misunderstand what was on a cover request and unintentionally put in something the author never considered. Even more rarely, f I’m bound by limitations or struck by inspiration, or if I don’t think the author’s cover concepts will work, I might throw in something completely different.

    As for the conflicts with the physical descriptions, it’s either because the original description itself never made it on to the cover request (how can we artists know the girl is supposed to be blond if no one tells us?), because I somehow missed it or misunderstood it on the cover request, or because they asked for the impossible … like the aforementioned Brad Pitt’s likeness, which we should never use without the expectation of having a lawyer send us a cease and desist or a subpoena.

  4. bam
    4
    Author Comment

    And Bam, I’m luvin’ this whole idea. Can we keep all of them? Maybe they could occasionally drop by for more Show and Tell after this week is up?

    Bev, that’s a GREAT idea! April, Anne, Frauke, the absent Christine? If you guys have a NEW cover you’re particularly proud of, you can stop by and talk about the process behind creating the cover and stuff… Do a little show and tell.

    It’d be a great promo for you AND the author AND the publisher.

    This goes for other cover artists out there too! Spread the word!

  5. Carrie Lofty
    5

    Damn, I have cover envy. And I don’t even have a cover yet. But I know it won’t be so lovely as these. GORGEOUS use of color. Great job.

  6. shuzluva
    6

    In NY, I believe the editor takes the place of the author, and beyond that there are many more chefs in the kitchen; if book buyers for a big bookstore chain don’t like a cover, for instance, the art department will usually change it.

    Does that mean cover artists are more constrained? Or given different parameters? Or simply told what to put on the cover?

    How does feedback work in both the ePub and NY worlds? I know cover snark abounds across the web, but do you receive direct feedback regarding covers? Who does it come from? How does it influence (or not) your artwork on future covers?

    I know I’m asking quite a few questions, but the whole author/publisher/artist dynamic is very interesting and I’m curious to see how it leads to the fantastic (and not-so-fantastic) covers that are out there.

  7. Croco
    7

    But, is the collaboration you enjoy (or not) between cover artist, editor, author, publisher, etc. unusual? The reason I ask is that we see so many ODD choices (I’m being nice) for covers, or covers that portray characters that conflict with the physical descriptions the author wrote, etc.

    Like I wrote, I’m a stubborn person. I won’t design what I don’t like personally. I have my limits. So I deceide not to design a cover, if there are requests in the cover art form I do not like. In this case someone else will do the cover, but it isn’t me.
    I got one of these cover requests where a baby should be on the cover. It was a romance cover (not an erotic one), but I don’t like ‘baby covers’. I think they don’t belong on a cover. Period.
    I also don’t put ‘nipple clamps’ or ‘dildos’ on an erotic cover - no matter how much the author begs me to do just that. I think a cover can be tasteful and erotic without being this obvious.

    As for the conflict with the physical description: I confess I’m guilty. Do you remember the SNOW ANGEL cover that was posted yesterday. The cover model portrays one of the heroes, who has actually dark blond hear in the book instead of brown as in the cover. I tried a dark blond version (b/c adding blond highlights), but the color contrast with the background art wasn’t so striking in this case. Therefore, with permission of author and art department, we kept the brown hair.

    I would expect that a collaboration that includes the author would be unusual for NY (according to most authors, they have NO say-so), but how unusual is it for epubs?

    I’m working for three different e-publisher and with them all it’s different.

    1) Cobblestone Press: The art director or the managing artists assigns me a cover - even based on style or if the author asked for me. So here can the author even choose the artist her/himself - as long as the artist is also available. I work then with the author and her/his approval counts. If the situation arises and I notice that the author and I will never agree, I take it to management and they solve it.

    2) Loose Id: The art director chooses the artist. The artist is not allowed to talk with the author while designing the cover. All communication is handeled by the art director. Also, the art director may overrule requests by the author as they know better what sells and what not.

    3) Cerridwen Press/Ellora’s Cave: The Graphic Services Manager sends out the cover art forms. These are your guidelines, goal is to comes as close to them as possible. No contact between author and artist allowed as well. Your cover passes first approval with the art director, and then approved, will be sent to the author.

    The cover art forms differ as well, but authors have the chance to say if they like original art, CGI (computer generated images) or photo manipulation for their cover, list favourite covers, how they see it and so on.
    If something’s unlclear, I ask b/c let someone else ask the author.

  8. Croco
    8

    In NY, I believe the editor takes the place of the author, and beyond that there are many more chefs in the kitchen; if book buyers for a big bookstore chain don’t like a cover, for instance, the art department will usually change it.

    Yes, that happened to Vivi Anna for example. It seemed the book stores didn’t like the original INFERNO cover much, and replaced it. I still can’t understand this decision, because the covers for HELL KAT and INFERNO looks now different. No one will notice now that they belong together, b/c INFERNO features the same hero&heroine as HELL KAT.

    Here’s the whole story, including 150 comments by readers:
    http://www.vivianna.net/blog/?p=97

  9. Croco
    9

    How does feedback work in both the ePub and NY worlds? I know cover snark abounds across the web, but do you receive direct feedback regarding covers? Who does it come from? How does it influence (or not) your artwork on future covers?

    Like I explained in an earlier comment, it’s different from epub to epub. At Cobblestone Press I always receive full feedback as I work with the author together.
    At Loose Id and EC/CP I’m not allowed to talk with the author. Cover artists have even been fired when the pub learned about such thing. So it’s a big NO-NO. I don’t see any response emails from the authors only get a report on what should be changed, otherwise I only hear ‘pack it up’, ‘thae author loves it’ or don’t get a response at all. No response then means all is good, no changes needed.
    Till the authors get their cover art package or the final book, they don’t even know who their cover artist is.

    I’ve learned to live with the unknown. But each time I here ‘the author loves it’, I can’t help this happy feeling that comes with it.

    I try to give with each cover 110%. The improvement of the covers depends a lot on the stock photos I can afford, on the software I work with as well as what I learn for new techniques in workshops, by tutorials or by try and error.
    Positive feedback helps me through some rough days, helping me believe that what I do, will make an author happy and in the best case helps selling the book like mad.
    Negative feedback makes me work harder, so that there isn’t even the tiniest reason to criticize me.

  10. Karen
    10

    OMG that’s my cover! Seriously one of my favorite covers ever, Croco captured my heroine perfectly!

    Great interviews, I’m enjoying this.

  11. L.E. Bryce
    11

    Wow, those are some gorgeous covers! It’s harder coming up with great covers when your books are m/m fantasy. There’s not a lot of useable stock photos out there.

  12. Anne Cain
    12

    LE Bryce~ Fantasy can be tricky in and of itself, but when you factor in the m/m content it’s even more of a challenge. What makes matters even worse is that some photographers and models are seriously offended at the idea of being incorporated on the cover to a gay-themed book. (Being a huge fan of anything m/m, I can’t tell you how disappointed I was to learn this. :( ) If a cover is going to involve two men in an intimate way, I prefer to do hand-drawn art so this isn’t an issue.

  13. Jules Jones
    13

    But, is the collaboration you enjoy (or not) between cover artist, editor, author, publisher, etc. unusual? The reason I ask is that we see so many ODD choices (I’m being nice) for covers, or covers that portray characters that conflict with the physical descriptions the author wrote, etc.

    From the author’s side — at Loose Id, I can say if I don’t like it, and I can feed comments back via the art director, but ultimately it’s the art director’s decision on what they go with. I don’t have a problem with that, because the art I’ve had has always been good, and there’s been good communication with artists even though it’s filtered through the art director. I get a lot of input into the cover, even if the final decision isn’t mine.

    But at New York houses it’s normal for the author (and even the editing department) to have no say at all. I know people who *hate* their covers. Sometimes they hate them because the cover doesn’t feel right to them, but they’ll sit down and shut up (in public) because they know it’s a commercial decision based on Marketing’s experience of what sells books, and a dragon on the cover tells potential readers what style of book it is even if there isn’t a dragon in the story. Sometimes they hate them because the cover really does objectively suck galaxies through straws…

    It’s an interesting exercise to go into a large bookshop, and look at the book covers in a couple of different sections, analysing your immediate reactions to the cover art. You’ll find that you can tell instantly from the colour palette, the props, etc what sort of sub-genre Marketing want you to think a book belongs in.

  14. catie
    14

    SPECTACULAR covers ladies! Just breathtaking.



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