Publishing

How to Make Print Covers
More Effective Online

SCARYBOOK6-01

A great book cover should be striking, memorable, profound, and, most of all, eye-catching. It should pull a reader across a bookstore with a flash of color or a slick effect. But today, designers must think beyond the physical bookstore and consider the digital one as well. The parameters of each differ in nearly every respect. So, how have designers adjusted? With the huge growth in online sales, has the digital bookstore begun to drive the design process?

Here are some tips offered by Penguin Random House experts on cover design and selling online.

The Sizing Challenge.
The most noticeable difference between a cover’s presentation online and in person is its size. On the shelf, a cover might be 10″x6″, but online it shrinks to about an inch on a computer screen—and even smaller on a mobile device. Given this discrepancy, you might think that the solution to this conundrum would be creating two different covers—one that works on a larger scale and one that pops at a fraction of that size. But designers warn against this. The cover is the most obvious consumer-facing branding of a book, and designers want to ensure that a reader can recognize that brand across all formats and platforms. Whether a reader sees the cover in a promotional email recommending the book, in the window as she passes her local bookstore, or online when she goes to buy it, she should see the same image every time. The consistency bolsters her relationship with the book and increases the likelihood of purchase.

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Viral Marketing

Nokia N8 Mobile Phone Film Winner

Here’s a novel way to get consumers to test out your product. In March, Nokia announced a competition to shoot a short film entirely with a Nokia N8 mobile phone. It invited entrants to send in a story pitch and offered a $5,000 filming budget and two Nokia N8s to eight finalists.

“Splitscreen: A Love Story,” directed by UK-based JW Griffiths, won the first place award of $10,000.

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