This week on Instagram, photographer Aubrie Pick posted the Ever-Green Vietnamese cover photos she shot. Things didn’t turn out the way I thought they would. Here's an explainer.
I would think: that looks so interesting and the combination of ingredients is really intriguing I have to make it NOW. Then I would be obsessed until I gathered the ingredients and made the dish.
I just wanted to say that I love your newsletter and it's honestly the only non-personal email I ever open and thoroughly enjoy reading. Your writing is so inviting and personal. Thank you.
The cookbook looks amazing. I pre-ordered the day you mentioned it and can't wait to get it.
Christina -- you made my day. Thank you. These newsletters are like me writing to a bunch of friends. They take effort to compose, edit and polish. I’m so glad you enjoy PTFS! Happy New Year!
What a fascinating post, Andrea. As a book designer, I am on the other side of the table, so to speak, so I really enjoy hearing an author’s thoughtful perspective on this process. I especially appreciate the “purpose of a book cover” bullet points, which I agree with wholeheartedly.
In my experience, the “distinguishes itself” point is of particular importance as a cover has to work hard not only in a physical retail environment, but online as well. It’s important to have a very clear understanding of the competitive landscape, and know how to position your cover so that it will be visually prominent—which is the gateway to further engagement.
When I design a cover, I always reduce it to thumbnail size and evaluate it in an Amazon lineup, to ensure that everything is legible and that it has that “pop” that helps it perform well for those readers who make their buying decisions online (sometimes my clients require a separate thumbnail cover with some elements enlarged for online audiences). Granted, this is not always necessary—depending upon the market, sales goals, and retail environment—but it’s often helpful in informing my creative choices when I’m working on a cover. Magic tricks like flopping the image or minor adjustments to color and contrast are also helpful to deploy when necessary.
For physical bookstores, I pay special attention to the spine. Depending upon the store and how much space they have to display books, all a reader will often see is the spine. It’s important to ensure that the type is very legible, has proper contrast, and ideally has some element that helps it stand out on the shelf—a bright color, an eye-catching texture, a small image, or a wrap around image. I will often visit local bookstores to check out their cookbook sections when I’m working on a new book, and even snap a photo or two of the shelves. This helps me visualize how the book will look on a shelf and what I can do to help it attract the eye. I like that you used the terra cotta tile on your spine, as the type reads really well on it and it’s lovely to look at.
I also wanted to say that you were really fortunate to work with Shubhani, who is a lovely person and a talented, smart designer. Good work, all around—I can’t wait to see the book!
Frances! Thank you for adding your pro insights to this conversation. Checking out the thumbnails on Amazon is definitely important because the reality is that many many books are sold online these days.
I greatly appreciate your being here with the PTFS crew!
One other thing: I didn't recognize either of the cover dishes from the photos, so from that, the simpler one was more appealing. The platters of rows of bland looking tubes just didn't appeal to me as much as the individual shapes with more color to them. Maybe if I already had experience with these dishes, it would have helped draw me more to one or the other.
Fine point to make, Ann. Simplicity in the image composition allows your attention to be drawn to the title, subtitle. It also invites your curiosity. We strive for so many things with a cookbook cover. It’s challenging but fun. The final cover is the last one in the article. Greatly appreciate our conversation!
I was confused about which cover you actually chose. My comment came from my background as an elderly artist. I liked the pop of red. And I liked the larger explanatory type face in the different color, which immediately drew my eye to what exactly the book was about. My thought was: Oh, I want to see what Andrea has done about that. Whatever cover you end up with, that part will remain. I look forward to this new book.
Thailand for 3 months??? Heavenly. I was just reading an essay about Thai roadside snacks. Swoon indeed! Thanks for the dispatch from across the Pacific.
Thank you for walking us through your design steps. The effort you made to get every detail perfect worked. As a retired hand bookbinder I know cover design take much thought and time. Your new cover is a winner.
You worked in hand bookbinding? WOW. We selected a dreamy, creamy paper for this book. The binding is utterly important for how the pages lay open. I'm so happy that you're part of the PTFS community, Jeannie!
We like the cover with the red lettering the best. It really pops and draws your eye, all the print is big enough to read quickly and get what this is about, and it makes us interested. The one with more dishes is not nearly as attractive to us.
I love the final selection. As I was reading I had picked the third option in the terra cotta series and the third option in the teal version. Flipping the image so that the text isn’t boxed in looks much better. The cover is fresh and inviting. Thank you for sharing the process; it’s quite interesting. Looking forward to the book!
I love that you chose as you read along! The flip was key because we needed to fit copy. What’s interesting is this — the original unflipped photo is inside with the recipe. Best of both worlds.
Really interesting! I loved seeing the evolution and I'm so happy for you with the final design. Even though I've never heard of the dish on the cover, it looks really accessible to me and I'd be drawn in to make it right away. The whole team did a great job and I love how it fits in with the rest of your collection! Congrats, Andrea!
I thought the black type was so striking, too! It surprised, like seeing a home painted or trimmed in charcoal. I have a jasper colored tile wall in my kitchen that I adore.
I would think: that looks so interesting and the combination of ingredients is really intriguing I have to make it NOW. Then I would be obsessed until I gathered the ingredients and made the dish.
Hooray! You validated my choice. That makes me happy.
I have always been told to go with my gut!
I just wanted to say that I love your newsletter and it's honestly the only non-personal email I ever open and thoroughly enjoy reading. Your writing is so inviting and personal. Thank you.
The cookbook looks amazing. I pre-ordered the day you mentioned it and can't wait to get it.
Christina -- you made my day. Thank you. These newsletters are like me writing to a bunch of friends. They take effort to compose, edit and polish. I’m so glad you enjoy PTFS! Happy New Year!
What a fascinating post, Andrea. As a book designer, I am on the other side of the table, so to speak, so I really enjoy hearing an author’s thoughtful perspective on this process. I especially appreciate the “purpose of a book cover” bullet points, which I agree with wholeheartedly.
In my experience, the “distinguishes itself” point is of particular importance as a cover has to work hard not only in a physical retail environment, but online as well. It’s important to have a very clear understanding of the competitive landscape, and know how to position your cover so that it will be visually prominent—which is the gateway to further engagement.
When I design a cover, I always reduce it to thumbnail size and evaluate it in an Amazon lineup, to ensure that everything is legible and that it has that “pop” that helps it perform well for those readers who make their buying decisions online (sometimes my clients require a separate thumbnail cover with some elements enlarged for online audiences). Granted, this is not always necessary—depending upon the market, sales goals, and retail environment—but it’s often helpful in informing my creative choices when I’m working on a cover. Magic tricks like flopping the image or minor adjustments to color and contrast are also helpful to deploy when necessary.
For physical bookstores, I pay special attention to the spine. Depending upon the store and how much space they have to display books, all a reader will often see is the spine. It’s important to ensure that the type is very legible, has proper contrast, and ideally has some element that helps it stand out on the shelf—a bright color, an eye-catching texture, a small image, or a wrap around image. I will often visit local bookstores to check out their cookbook sections when I’m working on a new book, and even snap a photo or two of the shelves. This helps me visualize how the book will look on a shelf and what I can do to help it attract the eye. I like that you used the terra cotta tile on your spine, as the type reads really well on it and it’s lovely to look at.
I also wanted to say that you were really fortunate to work with Shubhani, who is a lovely person and a talented, smart designer. Good work, all around—I can’t wait to see the book!
Frances! Thank you for adding your pro insights to this conversation. Checking out the thumbnails on Amazon is definitely important because the reality is that many many books are sold online these days.
I greatly appreciate your being here with the PTFS crew!
One other thing: I didn't recognize either of the cover dishes from the photos, so from that, the simpler one was more appealing. The platters of rows of bland looking tubes just didn't appeal to me as much as the individual shapes with more color to them. Maybe if I already had experience with these dishes, it would have helped draw me more to one or the other.
Fine point to make, Ann. Simplicity in the image composition allows your attention to be drawn to the title, subtitle. It also invites your curiosity. We strive for so many things with a cookbook cover. It’s challenging but fun. The final cover is the last one in the article. Greatly appreciate our conversation!
I was confused about which cover you actually chose. My comment came from my background as an elderly artist. I liked the pop of red. And I liked the larger explanatory type face in the different color, which immediately drew my eye to what exactly the book was about. My thought was: Oh, I want to see what Andrea has done about that. Whatever cover you end up with, that part will remain. I look forward to this new book.
Hi Ann, we went with the text in white and my name in black. Against the terra cotta, they pop super well and look sharp. Thanks for your feedback!
Thanks! I failed to mention that what’s inside your beautiful covers is even more marvelous than the thoughtful cover designs.
And yes, having pages that open flat is especially important with a cookbook.
My husband and I are in Thailand for three months where we swoon over the food. Pomelo salad, anyone?
Thailand for 3 months??? Heavenly. I was just reading an essay about Thai roadside snacks. Swoon indeed! Thanks for the dispatch from across the Pacific.
Keep up the good work! We love Vietnamese food!
Greatly appreciate your support and kindness, Ann and Rich!
Thanks for sharing this (complex) process Andrea! I love the cover, and am SO excited about this book
Thank you for the encouraging words, Sue!
I liked the first set of photos with the green lettering.
What I would think if I saw some Vietnamese food on a cookbook cover would be, "Yum! How do I learn to make THAT?"
Hoooray! Thanks for your feedback, Susan!
This was so interesting. Thanks for walking us through it. Cannot wait to get the book delivered to me!
Thanks for take a read and pre-ordering to boot!
Thank you for walking us through your design steps. The effort you made to get every detail perfect worked. As a retired hand bookbinder I know cover design take much thought and time. Your new cover is a winner.
You worked in hand bookbinding? WOW. We selected a dreamy, creamy paper for this book. The binding is utterly important for how the pages lay open. I'm so happy that you're part of the PTFS community, Jeannie!
I found this fascinating!
Glad you did! It’s quite a decision making process.
We like the cover with the red lettering the best. It really pops and draws your eye, all the print is big enough to read quickly and get what this is about, and it makes us interested. The one with more dishes is not nearly as attractive to us.
The cover has to handle a lot of elements in terms of type so less is definitely more!
I love the final selection. As I was reading I had picked the third option in the terra cotta series and the third option in the teal version. Flipping the image so that the text isn’t boxed in looks much better. The cover is fresh and inviting. Thank you for sharing the process; it’s quite interesting. Looking forward to the book!
I love that you chose as you read along! The flip was key because we needed to fit copy. What’s interesting is this — the original unflipped photo is inside with the recipe. Best of both worlds.
Really interesting! I loved seeing the evolution and I'm so happy for you with the final design. Even though I've never heard of the dish on the cover, it looks really accessible to me and I'd be drawn in to make it right away. The whole team did a great job and I love how it fits in with the rest of your collection! Congrats, Andrea!
Bonnie - your feedback means a lot. We deliberated a lot to cross the finish line. Phew and yay!
I prefer the design of the third pic in the first row. The black type stands out well.
I thought the black type was so striking, too! It surprised, like seeing a home painted or trimmed in charcoal. I have a jasper colored tile wall in my kitchen that I adore.