JB Schroeder: A New Cover for Runaway!

Runaway has a New Cover, and I’m super excited to reveal it here! But I’m sure you are wondering why I would redesign a book that’s been on the market barely a year?Runaway_Redesign_Crop_r4_150dpi

It’s hard to get tangible feedback in this business, but recently, I ran an ad for Runaway. I got a decent click through rate—except once folks hit Amazon, very few purchased. I’ve got great reviews (thanks you fab readers!), some darn good quotes called out, readers asking for more stories featuring Charlie and Mitch (which I am planning, but it’ll take a while!), a reasonable price point, and I think the cover copy sounds pretty enticing…What’s left? The cover.

My gut had already been telling me that between the young model I chose and the implication of youth the word ‘runaway’ implies that the cover was coming off as a Young Adult book. And therefore perhaps not jiving with the ads, the copy, or what all those excellent reviews say about the book. As you all probably know, I’m a graphic designer specializing in the book biz. So yeah—I kinda messed up. It’s awfully hard to be objective about your own book, I was seriously pressed for time, and let’s face it: stock art is limited. A model with a serious expression? She’s a needle in the haystack of happy smiles and sexy come hither lips, let me tell you. And unfortunately in this case, the side effect of serious was: too young. (See the old version in the side bar at right).

Beyond simply improving Runaway’s appeal, I think it’s smarter in the long run (and less confusing for new JB readers) to have a bigger delineation between my two series (Retrieval, Inc. versus the Unlikely Series).

The good news though: I am a designer. I’m also indie published—meaning I am not at the mercy of a publisher’s decision or their timetable. I can change things up as often as I need to until I find what works….wish me luck! And write and tell me what you think! I’d love to hear! ~JB




Cover Reveal: Joanna Shupe’s TYCOON

I have a new cover to share! It’s for TYCOON, an e-novella that is the first book in my upcoming Knickerbocker Club series.


Yes, I believe that’s Grand Central at the bottom. He looks very serious, which is perfect since he’s about to be bowled over by a shop girl heroine who can’t stop talking.

This book was a lot of fun to write. In this period, young women began to come into cities to work as secretaries and shop girls, jobs that allowed them a healthy measure of independence. The heroine of TYCOON, Clara, is one of those young women. She works at the perfume counter at a fictional department store.

Here’s the blurb:

Sometimes the journey is more pleasurable than the destination . . .

Standing on the platform at Grand Central Station, Ted Harper is surprised by a fiery kiss from an undeniably gorgeous damsel in distress. He’s certain she’s a swindler who’s only after his money, but he’s never met a woman so passionate and sure of herself. Disarmed, he invites her to spend the journey to St. Louis in his private car—perhaps against his better judgment.

Clara Dawson has long known how to take care of herself, but the savvy shop girl is at a loss when she witnesses—and becomes entangled in—a terrible crime. Desperation propels her into a stranger’s arms at the train station, but she hadn’t expected Ted to offer her the protection she so badly needs—nor did she expect their chemistry to develop more steam than the engine of the train. He’s everything she never thought she could have, and she’s everything he didn’t know he wanted. But as her secrets begin to unfurl, their fledgling romance could be in danger of derailing before they arrive at the next station…

TYCOON releases February 23, 2016 in e-book from Kensington Publishing. Pre-order it for .99 at Amazon, Barnes & Noble, iBooks, or Kobo.

More info and an excerpt are available on my website.

Anatomy of a Romance Cover

Authors, who tend to have little control over how their books are packaged and presented to readers, often complain that the covers of historical romance novels tend to be too generic, neglecting to capture what’s unique about the content in the pages behind the cover.

I’ve been very lucky with the covers that have come from my publisher. I absolutely love the cover for Tempting Bella, my second book, which features a wedding dress.  And once I heard that naked man chest outsells other covers by a rate of 10 to 1, I asked to test out that theory for Engaging the Earl, my fourth book.  I also wanted Earl to have the same  look and feel as Bella and was pleased with the result.

Tempting Bella-Engaging the Earl

When I decided to self-publish my fifth title, the opportunity to have complete control over the book’s final look was both daunting and exciting. I turned to Carrie at Seductive Designs for guidance.

Since Spy Fall features a parachuting heroine who also pilots hot air balloons, I very much wanted Mari’s unique profession to feature prominently on the cover. I happily scoured stock photo sites for images of a cover couple and hot air balloon. I came up with the perfect images, which turned out not to be so perfect. In the end, I happily dumped my first choices for the photos Carrie suggested and the result is a cover I adore.

Spy Fall (final) 800 @ 72 dpi low res

But, getting to this final look took some work. And I’ve asked Carrie to tell us a little bit about what went into it.

Carrie: The look of Spy Fall started with Diana’s request to have a really great “S” for the word Spy.  That was the one thing that she knew she wanted to emphasize from the very start.  I think a lot of authors who haven’t had a cover designed for them before are surprised at how important the fonts of the text are to create a cover that gives the right impression. 
I initially chose the couple and background in the middle sample. But once I saw it laid out, I went for the look on the far right, which Carrie went on to refine.

Diana initially chose the couple and background in the middle sample. But once she saw it laid out, Diana went for the look on the far right, which Carrie went on to refine.

You can see from these initial samples that the text of the cover didn’t vary much from beginning to end. Which is actually pretty unusual, but I had a vision of how I wanted it to look overall and it worked (which doesn’t always happen).We didn’t really know what images we were going to use, but I had a pretty good idea of the fonts that I thought would work well for the title as well as for Diana’s name, and where we were going to place all of the text.

We finally decided on the couple in #3 because of the connection between the two models. It’s intimate and touching and the female model plays a very dominant role in the image. She seems strong, yet vulnerable and protected by her hero at the same time which was perfect for our lady Spy. I love that the couple plays such a strong role on the cover, and the beautiful blue greens of the sea that evoke the danger and turbulence that our heroine faces.

While the colors are vibrant we kept the color palette fairly simple so as not to overwhelm you with too much too look at. By keeping to blues, greens and yellows, it let’s you really focus on what’s important, the couple, the hot air balloon and the text. It doesn’t try to visually represent all aspects of the story, just the most important ones.

There are a lot of little things that make the design work, but I don’t think you want me to get into the minutiae…like how the slope of the coastline leads into the fall of her dress and how they are holding hands. Or that the line of their heads angle down to the hot air balloon parallel to the coastline. And that the “action” of the cover reads left to right. It starts high on the left and angles down to the right. That’s not a happy accident, it’s deliberate. Little things like that that you probably didn’t notice, but when you see it it’s pleasing to the eye. Your brain likes it, even if you don’t know why 🙂

In the end it’s a combination of aesthetics, color, finding and personalizing the right images to fit the story, and maybe one or two happy accidents in addition to careful planning and communication between Diana and myself. I’m just thrilled that the cover is being received well, and that Diana loves it and how it represents her story. There’s a lot of hard work that goes into making a cover that readers will find appealing.

Diana: What makes a good cover?

Carrie: I think the best way to try to explain it is by giving you some comparisons. First, let’s take two different covers that were released within weeks of each other for the same author, Janice Kay Johnson, in the Romantic Suspense genre. Janice is a RITA-award winning author of more than 80 books, most of which are with Harlequin, and she’s now starting to self publish some of her books herself.

I created a cover for Janice’s new series, Shroud of Fog is the first, and another cover artist created a cover for another of her romantic suspense novels, Dangerous Waters. They were released within weeks of each other. Same genre, same author…totally different sales. I don’t know the full sales history of either book, but I do occasionally check books that I’ve created covers for to see how they are selling compared to an author’s other books, and against their competition.

Shroud of Fog was released Jan. 31, 2014 and is currently ranked 17,918 in Kindle sales. It’s seemed to have steady sales from the get to. Maybe not NYT bestseller list sales, but it has sold well for the author. Dangerous Waters was released Jan. 17, 2014 and is currently ranked 224,509 in Kindle sales. That’s a dramatic difference in sales for books by the same author in the same genre in the same time frame. True, not all books are received the same, but neither book has many reviews so I don’t know that you can say that one book is necessarily better than the other…at least not based on reviews. So you could say that the cover design might be driving sales up for one, and down for another (this is just a theory).

shroud of fog-dangerous waters copy
Let’s take a look at Dangerous Waters first. The book description describes a couple attracted to each other while on the run, desperate, and in danger. So a woman looking over her shoulder makes sense. It’s set in a small town where the heroine rescues the hero in a lake at twilight so the lake makes sense. I think where this cover goes wrong is that the heroine is made less important than the lake. She’s almost like a ghost in the water. And while the blues and oranges are bright colors the landscape isn’t appealing enough to have the most important role in the cover imagery. The cover artist used fonts that were easily readable, which is good, but dark letters on a dark background don’t stand out well when you are browsing titles at a small scale. We have three things that don’t really work well together. The woman is hard to see when the cover is small, the text is hard to read when the cover is too small, and the landscape picture that dominates the cover isn’t as appealing as it should be. These three things combined work against this book (at least IMO).

Now let’s take a look at Shroud of Fog. The book description describes a woman seeking refuge, a killer threatened to be exposed and a wounded hero trying to protect the woman that he’s come to love. It was important to both the author and me to find a couple that gave the impression of love and tenderness. With the woman resting her head on the man’s shoulder and his hand caressing her cheek, you are visually connected to the hero protecting the woman and their blossoming love. And since the author’s books aren’t explicit romances, neither is the image.

Next we wanted to portray that sense of danger, and what could be more creepy than a shadowy figure in the woods? The sense of danger is just as important as the love story since it’s a romantic suspense novel, so they occupy equal space and are given equal importance on the cover. The colors are deliberately muted so that it’s more about the imagery than about the color. Sometimes color can work for you, and sometimes it can work against you. In this instance, I think it gave it a more misty, scary quality that ties in with the title Shroud of Fog. The fonts are also bigger so that they can be more easily read at smaller scales.

It’s interesting to see a comparison like this for a well-seasoned author where you would think a cover wouldn’t matter as much, but clearly it does. I think a great cover will help tell the author’s story visually using the most compelling elements. Keep it simple, make sure it’s easily legible, and hopefully is the best version of the author’s vision for her story.

Diana: Your second example involves a cover you revamped… 

Carrie:  It’s a cover for an author who wanted a book cover redesigned. One was designed by another cover artist, and then the author approached me about redesigning the cover using the same imagery. What kind of difference can there be if you use the same image on a cover? A LOT!

a measured risk
The hero in this book is a dominant male so the first thing I did was flip the image from having him on the right, to having him on the left. Visually the hero is going to seem more dominant subconsciously when on the left. The second thing I had to address were the details like her hair and dress. These were recolored to fit the story, but in the first version, all of the detail of her hair was lost when changing it from honey blond to black. Trust me when I say details like this can be tedious, time-consuming work, but when you get it wrong, you notice that it’s not right.
One of the best compliments that I can get is that you don’t notice all of the changes that have been made to stock images to personalize it to the author’s story. However, the biggest flaw in the previous version is the background. It overpowers the entire cover. The background has the same kind of visual importance as the main couple, in fact it fights for dominance…and when you have an alpha hero like the one in this story, that’s not what you want. We’ve got a beautiful male model to work with so why would we want to overpower his presence with a very busy background? It’s called a background/backdrop for a reason. It should compliment rather than distract.
Finally, I changed the fonts and the placement of the text. The author has a very long last name so placement can be tricky, and by placing her name in the center of the cover, which usually lends the name more importance, it actually kind of gets lost because of all of the visual busyness at the top. So even though her name is now at the bottom, and one of the last things you might see, it is more prominent. Using a different font, and emphasizing the work “Risk” (which carries through the rest of the series) for the title completed the new look. Same image, two totally different looks.

After the author switched out the cover image her sales immediately shot up to a level that she had never seen before (according to an email she sent me). I was very happy that the new cover did it’s job and helped readers find a lovely love story.

You can ask 10 different people and probably get 10 different answers. A good cover is somewhat subjective, but by keeping it simple, stunning and legible, you can never go wrong.

Diana: What covers are you loving right now?

Carrie: I personally tend to be drawn to a more artistic-looking cover that is both beautiful and striking. Some of my newest favorites are Grace Burrowes’ Captive Hearts series.  I love the colors, the flowing fabrics…everything about them speaks to the designer and romance reader in me. I think they are just STUNNING (and I’m sure cost a pretty penny, too). 

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