A well designed book cover will certainly improve a book’s chances in today’s crowded market, so what are the secrets of successful book cover design?

At the recent London Book Fair I attended a talk by Damian Horner, brand development director at Hachette, and this is a brief summary of his advice for authors:

1 Membership – look at the genre rules for book covers and ask, am I a member of that group?

2 Lust Factor – you have to look at it and love it. Does it stand out? If it’s fresh, you’ll look again.

3 Blink Test – is there one stand out thing that people will take away if they look quickly?

4 Title – Important for search engine optimisation and for design. Is your title strong and memorable?

5 Straplines – these can explain the title but they can be messy and are not always necessary.

6 Retailer – think about how the thumbnail sized version works, important for Amazon etc, and also think of how your book will sit spine out in a bookshop such as Waterstones.

7 Hierarchy – Title or author? It’s best to choose one or the other.

GOLDEN RULE – BE CLEAR BEFORE YOU’RE CLEVER

With all this in mind I got to work on my cover for LONDON TSUNAMI & OTHER STORIES which is a collection of 21 contemporary stories set in London.

After initially going in the wrong direction with several ideas (including a linocut that took me at least a week), I settled on a photograph of some flats that I have been fascinated by for years. By day the building looks drab while by night it’s transformed by its central pillar of glowing windows. There are so many different and equally vibrant lives being lived in that one building and my collection is a bit like that – 21 stories of different people, of different ages, leading different lives in west London.