“I moved to New York when I was so young. I think 22”
While Sarah Kaufman, one of the top book cover designers in the industry, reminisces about the start of her career, I drift off and try to picture her as a young woman arriving in this big city working in publishing. This is the dream many young people who love books have today. The publishing industry is one that attracts many and even though most of them aspire to be editors. One path seems almost hidden to the majority, the one of the book cover designers.
It is funny how many people don’t think about who designed the cover of their favourite book. A large percentage of readers like myself don’t consider who are the people behind the curtain. Those that actually have great power over the books we decide to buy.
Book cover designers are an essential part of the book publishing industry and it might come as a surprise to find out they are there from the very beginning.
“Most the time, they might not even be an ending or most of the time, there might just be an outline,” says Kaufman is the usual scenario for book cover designers.
Further, Kaufman explains that this process could take up to a year. This means when designers are lucky enough to get some content from the author, “a lot of times they haven’t been edited, let alone fact-checked, or proofread.” In this case, designing a book cover can be a real challenge. However, the whole team surrounding the project creates a supportive community that eases the process.
Plus, designers are not alone on the creative side either, since they have the opportunity to work with many amazing artists.
“I am so fortunate to be able to go out and find amazing talent, … anybody who works in mixed media. There’s just a large array of talent out there, that you can reach out to collaborate with.”
Designing a book cover
Talking with Kaufman, she explained her work always starts with a brief from the creative director or art director. During this time, the editor will outline the expectations he/she has as well as the authors. Then, Kaufman says she’ll try to read whatever is available to design options “based on what’s requested” and what she thinks “might work based on those requests.”
This seems simple at first glance, but the reality is very different.
“Most of the time, it’s a little bit convoluted. So you have to try to guess what the ask is. And then build on that imagery from that initial brief,” says Kaufman.
After this initial stage comes the very lengthy process of reviews in which every department participates. Editorial, marketing, sales, publicity, publishing and author have a take on this matter. In the end, it might not even resemble the piece that designers presented at first, because it evolves.
“The goal is to make the whole team happy and at the end of the day, hopefully, you’ve learned a great deal and made some new connections.”
Becoming a book cover designer
“A lot of times there’s been a cover before there’s been a book.”
Following the path of a book cover designer means you’ll be there to witness it all. Plus, you might even be the first person to read books that could become bestsellers. However, how can you get there? Are there any courses you can start with? How can you get your foot in the door? I talked about this with Kaufman and she had some advice for anyone interested in doing this in the future.
“I would make sure that you can, can link up with one of the houses that are based in like maybe New York, Chicago, and then out west and San Francisco, and see if there are internships available,” explains Kaufman is the best way to start for anyone that wants to become a book cover designer.
But before even thinking about this, book cover designers need to acquire the necessary skills to succeed.
“Most definitely need to know the programs. Adobe Creative Suite, which would be Illustrator, Photoshop, and InDesign.” This is a part that is non-negotiable since Kaufman explains it is difficult to design a cover only being proficient in one of them.
Further, it will also help aspiring designers to bring their own creative background and embedded it into their work. Plus, it is crucial to keep in mind the end goal in all projects.
“Remember that what you’re doing is creating a book cover and not a great like, timeless piece of art. So you need to be flexible, and be able to change things and work collaboratively with other people.”
Plus, it is also essential to recognize that you are part of the team now and “everyone is very supportive of each other.”
“They want you to succeed, too. So you know, ask lots of questions, lean on people when you need help, and try not to take things personally.”
Extra:
I must say that this interview taught me many things I didn´t know about book cover designers and it’s now something I think about every time I go to the bookstore. Apart from all the information in this article, Kaufman told me many things regarding her career that unfortunately, I didn’t have enough space to include. But, as with the other interviewees, she did give me a book recommendation. Here it is, ‘The Other Black Girl’ by Zakiya Dalila Harris.
