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Does Design Matter? Do Book Covers Affect Sales?

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Does design matter when it comes to selling and marketing your books?

Do people REALLY judge a book by its cover?

Is design important for self-publishers, particularly in the massive Amazon.com, Createspace, and Kindle marketplace?

Can you get away with doing the design yourself, without spending hundreds - even thousands - on a pro book designer?

You'll be surprised.

Ronnie Nijmeh, author, publisher, and book design authority shares the real stats from surveys and academic studies about book design, book publishing, and book marketing...

Published in: Design, Technology, Business
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Does Design Matter? Do Book Covers Affect Sales?

  1. 1. does design matter? Ronnie Nijmeh http://www.ProductCreatorPro.com
  2. 2. A B E : BURNIN G FURNACFAT GET IN SHAPE ing fat, endin ge motional ea ting 5 simple steps to burn EH RONNIE NIJM CEO ACQYR, Inc. 48 1-877-438-30 ron@ acqyr.com yr.com http://www.acq
  3. 3. What makes design important?Good Design distinguishes you from others.
  4. 4. design matters Q: Do covers play a decisive role in your decision to purchase a book? 21% Yes No 79%Source: TheBookSmugglers.com
  5. 5. design matters Q: Can (or has) a cover ever be the SOLE driving factor in your decision to purchase a book? 40% Yes 60% NoSource: TheBookSmugglers.com
  6. 6. design matters Q: In your opinion, what role do covers play for a book? 12% Artistic Representation of the Book 26% Marketing Tool 62% OtherSource: TheBookSmugglers.com
  7. 7. matters designWhat do scientific studies say about book design? A lot.
  8. 8. design matters “What Makes People Want to Read a Book?: An Experimental Study” By: Alain d’Astous, François Colbert, Imene Mbarek In a hierarchy-of-effects perspective (e.g., McGuire, 1978), getting people’s attention is a required step before persuading them to buy. The visual cues that are part of a product’s package are likely to play a significant role in attracting the attention of consumers, but they may also lead to evaluative inferences. Stokes (1985) has shown that a product’s package has a significant impact on perceived quality, especially when consumers are not familiar with the brand. A book’s cover is analogous to a product’s package. Like a package, it fulfills technical and marketing functions. Thus, in addition to serving as a container and a protection for the book’s content, the cover delivers direct (e.g., the title, the drawings and pictures) as well as indirect (e.g., the colors, the cover material) information about the book quality and content. According to balance theory, linking a positively-valued object to a target object makes the latter object more positive (Eagly and Chaiken, 1993; Heider, 1946). Consequently, the attractiveness of the book cover should have a positive impact on readers’ impression of a new book.Source: http://www.gestiondesarts.com/fileadmin/templates/main/PDF_Publications/Titulaire/AIMAC8_d_Ast_Colb_Mbar.pdf
  9. 9. design matters “...the most important effect appears to be that of the attractiveness of the book cover... more attractive book covers led to greater consumer interest...”Source: http://www.gestiondesarts.com/fileadmin/templates/main/PDF_Publications/Titulaire/AIMAC8_d_Ast_Colb_Mbar.pdf
  10. 10. design matters “...getting people’s attention is a required step before persuading them to buy.”Source: http://www.gestiondesarts.com/fileadmin/templates/main/PDF_Publications/Titulaire/AIMAC8_d_Ast_Colb_Mbar.pdf
  11. 11. design matters“...The attractiveness of the book cover should have a positiveimpact on readers’ impression of a new book.”Source: http://www.gestiondesarts.com/fileadmin/templates/main/PDF_Publications/Titulaire/AIMAC8_d_Ast_Colb_Mbar.pdf
  12. 12. design matters “... a product’s package has a significant impact on perceived quality, especially when consumers are not familiar with [the book].”Source: http://www.gestiondesarts.com/fileadmin/templates/main/PDF_Publications/Titulaire/AIMAC8_d_Ast_Colb_Mbar.pdf
  13. 13. design matters Key Findings... Table 1 presents the results issued from the ANOVA. To simplify the presentation, the statistics for all main effects and for statistically significant interactions only are reported. As can be seen, three main effects and one two-way interaction were statistically significant. As predicted by H1, consumer interest in the book was greater when the author was famous (mean = 4.50) than when he/she was not (mean = 4.34). However, this effect needs to be qualified because it interacted significantly with the type of book. The reputation of the publisher also had a significant impact on consumer interest, as books from a well-established publishing company were judged to be more interesting (mean = 4.53) than books from an unknown publisher (mean = 4.29). This result gives empirical support to H2. Judging from the magnitude of the F statistics, the most important effect appears to be that of the attractiveness of the book cover. As predicted by H3, more attractive book covers led to greater consumer interest (mean = 4.58) than less attractive covers (mean = 4.26). Figure 2 presents the plot of the marginal means of these three statistically significant effects.Source: http://www.gestiondesarts.com/fileadmin/templates/main/PDF_Publications/Titulaire/AIMAC8_d_Ast_Colb_Mbar.pdf
  14. 14. design mattersSource: http://www.gestiondesarts.com/fileadmin/templates/main/PDF_Publications/Titulaire/AIMAC8_d_Ast_Colb_Mbar.pdf
  15. 15. design matters Final study results... “...Attractive book covers can not only get readers’ attention, they are also likely to make a new book appear more interesting, all other things being equal.”Source: http://www.gestiondesarts.com/fileadmin/templates/main/PDF_Publications/Titulaire/AIMAC8_d_Ast_Colb_Mbar.pdf
  16. 16. It’s time to look professional...ProductCreatorPro.com/specialdeal

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