Traditional Publishers Invest in Book Design, and You Should Too
In this article, we’re diving into why book design is absolutely crucial for your success as a self-publishing author.
I’ve spent the last 15 years as a book designer, focusing on helping self-publishing authors for almost a decade. Throughout this journey, I’ve noticed that probably only 5% or less of authors truly understand the value of book design. And I’d say about 0% of first-time authors really know what book design entails, why it’s important, and what they need to do to prepare for it.
Why Understanding Book Design Matters
If I could sum up this entire article in one key point, it would be this: traditional publishers (the “big five”), invest thousands of dollars in book design…for each book. (Okay, there are probably some exceptions, but you get my point. Investing thousands in book design is a normal, common part of the process.) They wouldn’t do this unless there was a solid return on that investment. That’s really all you need to know.
The Impact of Book Design
I could go on my soapbox for hours, explaining how studies have shown that a professional cover redesign on an existing book can result in anywhere from 6% to 122% more clicks online. Furthermore, book interior design is often misunderstood, overlooked, and underappreciated. When done well, it’s often invisible; only when done poorly does it become noticeable. Book interior design can make the difference between someone reading your book or not. Poor interior design could cause potential readers to lose focus and deter them from actually reading the pages. And they probably won’t even realize why.
What Even Is Book Design, Really?
You might be wondering, what exactly do I mean when I say book design? I’ve been slow to learn that most people have no idea what I’m talking about!
The Two Parts of Book Design
Book design consists of two main components:
Cover Design: This one is pretty self-explanatory, on the surface. It includes the front cover, the back cover, and the spine of the book. It’s a crucial aspect of drawing readers in.
Interior Design: This is where things get confusing for many people. Book interior design is also known as:
Formatting
Typesetting
Layout
Page design
Compositing
These terms are often used interchangeably, and there aren’t clear definitions around the distinctions between them. They all refer to the design of the inside pages of the book.
You might think, “What do you mean by the design of the pages of the book? It’s just my typed text.”
To help clarify this concept, open up a draft of your manuscript (or any document) on your computer, print out a page, and then grab a book from your shelf. Hold the printed page of your manuscript next to one of the inside text pages of the book. You’ll notice they look vastly different. That is book interior design.
It involves a whole bunch of tedious details that would bore you to tears unless you’re a nerdy book interior designer like I am. Most of this work, when done well, is invisible (for text-driven books anyway—not for more complex books or coffee table books). It should be invisible, as it’s meant to immerse you in the reading experience, helping you focus on the content without distractions.
The Technical Aspects of Interior Design
So, what does good interior design actually involve? Here’s a glimpse into the technical components:
Line spacing: Proper line spacing helps with readability and keeps the reader engaged.
Margins: Adequate margins provide a clean layout and prevent readers from feeling overwhelmed.
Chapter opener pages: These visually engaging pages set the tone for new sections in your book.
Special fonts: Choosing the best fonts for each unique book is massively important. Book designers use professional fonts, not ones that come loaded on your computer for free. Fonts that are best for digital viewing and typing in Microsoft Word are different than those crafted for reading on the printed page.
Placement of any graphics, images, charts, or tables
Running headers and pagination
It’s important to understand that creating a well-designed book interior takes many hours work, a keen eye for detail, and ample book-design-specific experience. It’s crucial for delivering a great reading experience.
The Role of Cover Design
Cover design is ultimately about communication. It’s a marketing tool that communicates to the reader who the book is for and why they should pick it up. A well-designed cover conveys a feeling that you want your readers to experience, compelling them to purchase the book.
And of course, the cover must clearly communicate the title and subtitle, helping potential readers determine if the book is meant for them.
Cover design can be the difference between someone buying your book or not.
Interior design can be the difference between someone reading your book or not.
Both are the difference between impact and no impact.
Notes on Choosing a Designer
Even if you’re hiring a professional designer (which I definitely recommend), it’s vital to understand that graphic designers in general are not book designers. Book design is a specialized subset of graphic design, requiring a unique skill set. Just because you have a friend who is a graphic designer doesn’t mean they can successfully design your book for you. You could be the best designer in the world, but if you’ve never designed a book for print before, you simply don’t have all the knowledge to do the job right. Books come with a host of unique needs and technical specifications.
As a self-publishing author, even if you’re hiring a book designer, there’s a lot that you need to know and do ahead of time. You want to be informed to make the best decisions regarding your book, hire a quality designer, and ultimately save yourself time and money.
More Resources
If you want to delve deeper into this topic, check out The Self-Publishing Author’s Intro to Book Design. In part 1, I go over front cover design in greater detail.