The cover and interior design of a book have a great deal to do with attracting the attention of reviewers and buyers – and they support book marketing campaigns as well. Therefore, professional designers are integral to a book's success and sales. Good design is more than mere aesthetics. It's a valuable sales tool when information is presented to attract the attention of buyers. When appropriate to your subject and well-executed, it elevates your message. Given the crucial importance of design, you'll want to work with an experienced designer who has a proven track record of success.
In the same way, there is specialization in most fields; some graphic designers and art directors are focused on books. They are the ones who have made book design, including cover design, their career specialty. All graphic designers are qualified to help with some aspects of designing a book, but you want one who can guide you through the complete process. Their experience and knowledge combine to help you avoid mistakes and find your work's ideal visual representation. If you're just finishing your first book, it can be helpful to ask other authors and publishers for their recommendations.
Book PR firms and printers also have experience working with designers, and many can make helpful referrals. Make sure to review samples of a designer's work as you evaluate candidates. The idea is to visualize your book designed in a style similar to what you see in their portfolios. Don't expect someone to change their style only for your book ultimately –it's too much of a gamble and might make everyone uncomfortable in the end. Pay attention to your initial reactions and gut feelings; don't let yourself be talked into anything. Also, be wide-ranging in your questions and get a feel for chemistry.
Good designers routinely present several front cover designs to authors. Before hiring someone, make sure they work in such a manner. If you can, talk with past clients about their reactions to working with a designer. Of most interest should be how any challenging situations were resolved and were the author satisfied. Written agreements spelling out what is included are also crucial. Keep in mind that designers are not illustrators. If you want original artwork, you'll need an illustrator in addition to a designer. There are many talented people in book design, make sure you find one.
