How to write a brief for a book cover designer

1. Describe the book

Give the designer the title, subtitle, author name and a short description of the book: the story or the main idea, the tone and who it is for. State the genre precisely, for example cozy mystery, business strategy or science fiction romance. Readers use covers to decide in seconds whether a book is for them, so the designer needs to know exactly which signals to send.

2. Know your readers and competitors

Describe the typical reader and where they will find the book: online stores, bookshops, libraries or events. Collect five to ten covers of successful books in your genre and mark what you like and dislike. Look for patterns in colors, fonts and imagery. Your cover should fit the genre while still standing out in a row of similar books.

3. Decide the elements

List what must appear on the cover: title, subtitle, author name, series name, a short quote or award and any logo. Say whether you want a photo, an illustration, a symbol or only type. If characters appear, describe them. Mention anything to avoid, such as certain colors or images. If you want the designer to choose the concept, say so, and ask for two or three directions.

4. Confirm formats and sizes

Ask which formats you need: ebook, paperback, hardcover, audiobook and social media versions. For print, the size depends on trim size, paper type and page count, which also determines the spine width. Get the exact template or specification from your printer or publishing platform and give it to the designer. Provide the page count only when the manuscript is final, since changes alter the spine.

5. Test the thumbnail

Most buyers first see a small image on a phone. Ask the designer to check that the title is readable at thumbnail size and that the cover still looks good in black and white. Use a quick test: shrink the cover to a stamp-sized image and ask someone what the book is about. If they cannot tell the genre or read the title, the design needs adjusting.

6. Agree files and rights

List the deliverables: print-ready files with the correct resolution and color settings, an ebook cover, a high-resolution image for promotion and, if possible, editable source files. Confirm that you own the final design and that any stock images or fonts are licensed for commercial book use. Ask how many revisions are included and how long delivery takes.

Questions to ask the designer

• Can you show covers in my genre and explain your design choices?
• How many concepts and revisions are included?
• Will you create both ebook and print versions?
• How do you license images and fonts for commercial use?
• Which files will I receive, including editable source files?
• Do you work with my printer's template and specifications?

Budget and timing

Prices depend on genre, the amount of custom illustration, whether a full print wrap and ebook version are included and the designer's experience. Order the cover early enough for use in pre-launch marketing. Keep time for feedback rounds and for ordering a printed proof, since colors on paper can differ from the screen.

Reviewing the concepts

When concepts arrive, look at them as a stranger would: on a phone, at thumbnail size, next to books in your genre. Ask whether the title is readable, the genre is clear and the image feels right for the story. Collect feedback from a few trusted readers, but decide with your target audience in mind, not personal taste alone. Give the designer one organized list of comments and say which direction you prefer so that the next round is focused.

Common mistakes

• Choosing a cover that looks good large but is unreadable as a thumbnail.
• Ignoring genre conventions.
• Finalizing the cover before the page count is known.
• Not checking image and font licenses.