This week’s post comes from Rita Domingues, our marketing assistant. She’s sharing the top tips for book cover design, inspired by a presentation from the amazing designer Jason Arias. Enjoy!

As a creative person, I sometimes have trouble not choosing something by the way it looks. Yes, I know it’s not really fair of me to say—but as a person who deeply appreciates good aesthetics, and how color, shapes, typography, and empty space play with one other, it’s hard for me not to.

Before I get started on a recent presentation I attended by the amazing book cover designer Jason Arias, hosted in the Author Influence Circle community, I would like to take a moment to reflect: How many times have you picked something out in a store that caught your eye for some reason?

For me, the first thought that comes to mind, that I have both experienced and witnessed, is with wine. Perhaps it’s because I live in Portugal, and wine is definitely a part of our culture. Whether I am at dinner party and someone brings a bottle to the table, or I’m picking out a bottle with friends on our way to a sunset at the beach, someone always says, “Oh, that one looks good.”

From the first moment we choose that bottle, we don’t know yet if it’s going to be good or not. All we know is that it looks good, and usually this has something to do with the branding design. I like to think a little bit deeper into this and consider the fact that whoever decided to produce that bottle knew a good design for their product was important to reach the people they wanted to reach. They put thought and intention into it, and that immediately gives me a sense of trust. The product itself might not be great, but I gave it a chance because it sparked something inside of me to try it out, rather than sticking to something I already know and playing it safe. 

As a designer immersed in the publishing industry on a daily basis, I’ve seen that it’s often the same with books. There have been countless times I’ve picked a book from a shelf because it sparked my attention, whether it was the color on the spine, or a beautiful illustration on the cover, or how the font was placed, or how the shine and the softness of the cover made me feel. All these details call my attention to pick that book in the first place, and give it a chance rather than only looking for a genre or an author I know I will like. Sometimes I will put it back because it isn’t the right book for me at the time, or I will bring it home with me—the latter happens way more often.

My point here is that we live in a busy and saturated world of information, but when we see something that calls our attention, we tend to pick it. In my perspective and experience, the reason why we do this is because someone put thought and care into that product. The moment we choose, we are already giving it a chance.

SO without taking more of your time with my wine and book analogies, let me tell you a little bit more about Jason and his incredible presentation for the community.

Jason is a native New Yorker with fifteen years of experience designing, illustrating, and art directing for editorial and book publishers. He loves helping authors share the wisdom of a well-worn life by designing a cover that encapsulates their journey and resonates with their audience. His cover designs include New York Times best-selling memoirs, International Booker Prize-winning literary fiction, nonfiction of all shapes and flavors, and speculative fiction.

The five essential elements of book cover design

When it comes to designing a compelling book cover, Jason Arias compares the process to crafting a delicious meal—you need the right ingredients in the right balance. (I’m starting to see a trend here with designers about food and drinks).

According to Jason, there are five key elements every author should understand: typography, imagery, color, composition, and tone. These components work together to create not just visual appeal, but an emotional and psychological experience for the reader. Whether you’re designing your own cover or collaborating with a professional, having a basic grasp of these design fundamentals gives you a major head start—and ensures your cover captures attention for all the right reasons.

1. Typography: The Voice of Your Book

Typography refers to the style and appearance of the text on your cover—especially your title and author name. Fonts carry emotion and help signal the genre of your book.

Here are the main types:

• Serif (like Garamond): classic and trustworthy; good for literary or historical books
• Slab Serif: a subset of serifs that have thick, blocky serifs, ideal for large display
• Sans Serif (like Helvetica): clean, modern, and professional
• Handwritten: casual, personal, and artistic
• Display: decorative and expressive, often not very legible, best used for large display

Tip: Use high-quality, professionally designed fonts. Avoid overused or free fonts, and stick to no more than three fonts on a single cover.

2. Imagery: The First Impression

Images tell readers what kind of book they’re looking at. The style you choose should instantly connect with your target audience.

Common imagery types:

• Photographic: real-life images, often used for nonfiction or memoirs
• Illustrated: stylized artwork, common in fiction or lifestyle books
• Collage: compositions made of layered, mixed-media imagery
• Type-driven: covers that rely on typography as the main visual

Tip: Make sure your imagery is aligned with your genre and audience expectations.

3. Composition: The Structure of Design

Composition is how all the elements—text, images, and space—are arranged. It’s what creates visual balance and focus.

Important design principles include:

• Balance
• Contrast
• Emphasis
• Hierarchy
• Proportion
• Negative space
• Movement
• Repetition
• Rhythm
• Pattern
• Variety
• Unity

Tip: Think about whether your design feels more minimalist (simple and clean) or maximalist (bold and busy). Either can work—as long as it’s done intentionally.

4. Color: The Emotional Layer

Color sets the mood. It communicates emotion and gives readers a subtle clue about your book’s tone.

Tip: Familiarize yourself with color relationships by exploring ineedabookcover.com to see how colors reflect the tone of the book and work within their genre. Color isn’t just visual—it’s psychological.

5. Tone: The Personality of the Cover

Tone is how your cover feels. Is it serious? Funny? Edgy? Whimsical? It should match the style of your writing and the expectations of your readers.

Tip: Make sure your tone is consistent across all cover elements. A bold, quirky font paired with a dark, moody photo sends mixed signals.

How to avoid looking like an amateur

Even the best-written book can be overlooked, just like some great wines. Jason Arias shared some of the most common design mistakes authors make. If you want your cover to look professional and stand out in a crowded marketplace, here are some things to keep in mind:

• Use professional fonts. Default fonts are a trademark sign of an amateur cover design. Consider professionally designed typefaces. Typewolf.com is a great educational resource for learning about fonts.
• Stick to three fonts or fewer.  This approach keeps your design clean and cohesive.
• Establish a clear typographic hierarchy. The book’s title is the most important text, followed by the subtitle, and then the author (unless you’re Barbara Kingsolver). Make sure the size of these elements reinforces this hierarchy.
• Steer clear of cliché visual metaphors. Images like lightbulbs, puzzle pieces, and handshakes are overused and feel generic.
• Don’t use clip art. You don’t know where else royalty-free imagery will be used. Instead, use stock imagery (preferably not AI generated) that aligns with your message and tone.
• Aim for balance. A cluttered or lopsided layout distracts from your message. Use spacing and alignment to create visual harmony.

Amateur book design mistakes can undermine your credibility as an author. Whether you’re working with a designer or doing it yourself, staying aware of these pitfalls will help you produce a polished, professional-looking book cover that attracts your ideal readers.

Am I ready to work with a designer?

Working with a professional designer can transform your book from a manuscript into a visual product that demands attention. But how you show up to that collaboration matters.

• Do Your Research and Gather Inspiration

Before reaching out to a designer, take time to explore book covers you love. Creating a mood board or folder of inspiration helps your designer understand your preferences, genre, and tone. A fantastic resource Jason recommends is ineedabookcover.com—a site featuring thousands of professionally designed covers and a directory of designers. You can sort by genre, style, and more to clarify your creative vision.

• Have at Least One Vision for Your Cover

Some authors worry that sharing their ideas might limit a designer’s creativity. In reality, designers like Jason welcome input. Whether it’s a loose concept, favorite colors, or a particular image style, your vision helps guide the creative direction. You don’t need to have all the answers—just a starting point. Remember, your book cover is your unique story, so it should reflect your sensibilities.

• Write a Creative Brief

A creative brief is a simple document that outlines essential information for your designer.

Here are some points to include in your brief:

• A short synopsis
• Your book’s genre
• Finalized cover text (title, subtitle, author name)
• Formats and trim size
• Back cover assets (ISBN, author photo, blurbs)
• Printer specs (if known)
• Cover inspiration examples
• Launch assets you’ll need (e.g., 3D mockups, social graphics)
• Budget and timeline

Having these details ready not only saves time but shows you’ve thought things through—something designers deeply appreciate.

• Get Your Book Professionally Edited Before Design

One of the most common (and avoidable) roadblocks in book production is last-minute editing during the design phase. Make sure your manuscript is fully edited and finalized before handing it off. This keeps your timeline on track and avoids costly back-and-forth changes during layout or cover finalization.

It’s crucial to keep certain things in mind when designing your book cover. After all, your book will be a representation of you and your authority; your book cover design will be the first impression your readers will have of you, and whether you’re designing it yourself or working with a professional, keeping these tips in mind will make you stand out on busy shelves and invite your readers in.

If you would like to dive deeper into this presentation, all you have to do is join our community where we have a growing library of powerful and high valuable content for any author that is looking to write and market books that will create an impact.

Thank you for taking time to read my piece today. By the time you are reading this, I may be enjoying the sunset with a beautiful new book, and maybe a glass of beautiful Portuguese wine.

Tchau for now,

Rita