Cover process by Leah LeFlore-

Good morning! Over the next couple of weeks, my associate directors will be sharing real life examples of what goes on behind the scenes as your book is being published. This week, Leah LeFlore, Associate Director of Book Design, has first honors! Enjoy her insights....

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Have you ever wondered what goes on “behind the scenes” in the design department as your designer is creating your cover? Well, now is your chance to find out!

The cover process takes one month total and begins with the designer giving the author a call to discuss the design. This first phone call is very important because it gives the author a chance to influence the design of their cover. It also helps the designer to get a better overall picture of what the book is about, the target audience, and what the author would like to achieve as a result of publishing the book.

After this initial conversation, the designer will sit down and gather their information and ideas before proceeding with the design. To give you a better idea of how the process works, here is a real life example of a book cover that I worked on a few months ago. The title is “The Couch Potato Diet” by Gregory J.E. Ladas.

I began the month by talking with Greg on the phone. He had some great ideas for marketing the book and he really seemed to understand his target audience and what they would be looking for on the cover.

He wanted to focus his book towards snackers in particular because the Couch Potato Diet offers some great, healthy alternatives to the fattening snacks people so often eat while watching TV. From this information, I knew that the cover would need to incorporate the ideas of TV, snacking, and sitting on the couch. Furthermore, he told me that his target audience would be the young adult to middle aged group who come home from work and sit down in front of the TV to unwind. From this information, I knew that the cover would have to be clever and eye catching to really catch the attention of this demographic.

I began the design process by making a list of ideas and searching out relevant photography and graphics. My list included,

• Self-help
• Nutrition
• Snacks
• Remote Control
• Watching TV
• Junk food
• Shopping list
• Chip bag design
• Nutritional information panel
• Food on a conveyor belt
• Food on grocery shelf
• Lounging/relaxing
• Mr. Potato Head

As you can see, a designer’s thought process pulls from a lot of different sources when we’re coming up with ideas!

With those ideas in mind, I met with a few other designers to exchange ideas and discuss the design. From there, I was able to move on and create the first set of cover options.

This first set of options was introduced at the final cover critique design meeting which usually happens mid month. All of the designers bring in all of the ideas they are working on for a particular cover and the group offers suggestions and helps them to narrow it down to the 2-3 designs that we typically send an author.

The first five covers made the cut while the other two didn’t. The cover with the measuring tape was eliminated because the designers felt that the tape was too bright and put too much emphasis on the subtitle instead of the title. The second was omitted because the text was too
small to be read from a distance (we try to keep text readable out to at least three feet).



















I sent the first five to Greg with my suggestions and thoughts behind the designs. He responded that he thought design #3 with the silhouette figure on the couch had the most potential, but he wanted a few changes to make the figure more appealing. We both agreed that the figure should look relaxed, but not lazy or overweight as the point of the diet was to encourage choosing healthy snack substitutes. Greg also wanted to see a few snacks added on to the cover, again to reinforce the central theme of the diet.

I took his suggestions and did a little more searching to try to find another silhouetted figure that looked a little more alert and healthy. Luckily, I was able to find a perfect solution that seemed to address all of the issues we had been discussing.

















Greg then had a good idea to replace the title text with the text from the original option #4. I added that on there and placed it at an angle to really energize the cover and create a sense of movement. I also added an endorsement sticker since Greg wanted to highlight their products in his book. The sticker really helped to enhance that “snack bag” look.
















We were very close to the final cover at this point. I made one more color change to enhance the yellow a bit more.

The final design:

















The cover process can seem long and complicated at times, but it’s such an important aspect to your book that you can’t afford to not actively participate in it. We, as designers, work best when our authors come to us with reasonable expectations and an open heart and mind. If both parties can approach the process as a partnership, there is no limit for the quality of the end result! All of the designers here at Tate are so talented at what they do, and it’s a blessing for us to work with so many wonderful authors on a daily basis.

Why do I care what our authors think about their experience with Tate?

I really can't remember the last time I have been asked to comment on my experience with a business after using their services. I think a waiter or two has left a comment card on my table before, but seriously, if I fill it out negatively can I really expect it will make it back to the manager? And any change come from it? I would much rather have someone who can actually make decisions come and ask me personally how my experience was. Even if the idea is not implemented, I know that I was heard and considered. I would also know that the people "at the top" really are in tune with what goes on at the customer level, and do care about making it the best experience it can be.

I, as well as the other Directors at Tate Publishing, regularly take random polls with authors as they are nearing the end of their time in our specific department. My preferred method of choice is a direct email to that author, so they can answer at will and take the time they need to think out their responses. I love it when an author gets the email, and takes time out of their day to pick up the phone and give me a call to rave about their experience, and can specifically name the individuals they have worked with. I am baffled by self publishers who just push you through a system, with no personal contact. Everything is done by preset templates and methods, and done in a way that "just gets the job done". That is certainly not the way I would want to have my dream handled.

I seek out information from our authors on the process because I want to be sure that they are as pleased with the progression of publishing their book as we are. Here are some of the responses I've received this month:

Hi Melanie,
Joey Garret is my designer for both cover and layout. I find him to be genuinely interested in both the creative and business end of my book. This was a true surprise: to be able to work with someone who wants success for my work. Therefore, I feel fortunate to have had the opportunity to work with Joey. He is prompt and attentive to all my requests, phone calls, and ideas. Author Anita Bryce

Melanie, Stephanie Woloszyn- definitely a 10! Stephanie listened to me and with her design, was able to capture exactly what I was trying to express. Stephanie is very talented and creative. I immediately appreciated the way she incorporated my ideas, yet understood what I really wanted to convey and took it to another level. She did exceed my expectations! Author Helen Kay Wynworth

Melanie, Kurt Jones was my illustrator. I rank him as a 10 plus. He was prompt in returning e-mails and didn't make me feel like any question was a bother to him. The technical work that he did to complete the book was outstanding. I was very happy with this stage of the process and would like to work with Kurt on other projects. He is top notch! Author Julie Federico

Hi, Melanie, I wanted to respond with feedback for you from my experience with the Creative Team. My illustrator was Benton Rudd and he did a phenomenal job of communicating with me during the entire process. My initial phone call from him was prompt and he really tried to get a feel for how I saw my characters and what I felt the tone for the book should be. He called me a few more times with updates and communicated weekly about how things were progressing. Now that I am in the layout stage, I love the illustrations and am very happy with my overall experience with Tate. I would give your team a 10! Thank you for all of your hard work and God bless your ministry! Author Jennifer Cox

A behind the scenes look at Cover Design with Tate Publishing

Today the cover designers at Tate had their monthly critique meeting. They get together for an all day session to hash out all of the cover design mock ups they are working on for that month. It can be intense at times- designers defending their work, while the others in the group trying to convince that it could be better... I am very proud of them when I hear them discussing their designs, for they do not settle on mediocrity.

So what exactly happens when your book is in cover design? Let's start at the beginning....

The cover design process begins with each designer researching their book they are assigned to- they look on the internet for inspiration, speak to the editor, read portions of the book, and then talk to the author. I think it surprises authors a bit when the designer calls them, and asks them to talk a bit about their book. They've done all the research, but they want to hear from the author to say in their own words what they feel the cover should portray, and what the root meaning behind the book is. This is what sets us apart from other publishers- we actually care what the author thinks, and involve them in the process.

After the designer has spoken with the author, the designers will all meet together for a conceptual development session. It is usually at a local bookstore, so they can browse the rows and look at what the competition is going to be for their specific book. Of course, there is usually lots of Starbucks involved as well! Several original mock ups are then created for each cover, and then presented at the all-designer cover critique.

There are a few last changes done to the cover mock ups after the big critique meeting, approvals from Creative Directors, and then they are off to the authors! There may be a few more minor changes after this point, as the designer and author tweak to design perfection.

Nothing is taken lightly here on the cover design- for we know that it is the design of the book that will either turn off or capture one's attention. Our cover designers are continually examining the market, to make sure their designs are competetive with the covers in their genre. Niche marketing, which you can read about on Mark Mingle's blog, plays a large part in how the cover design turns out.

This month in the design department has been great so far- the designs today were fresh and innovative, (as always!) and I am contantly amazed at the level of service our designers provide to our authors.

I've got a children's book, what do I do now?

If you're like most children's book authors I know, you probably have a wonderfully written text, full of imagination and spirit. You are a writer. The last missing piece to your puzzle are the illustrations. A true illustrator is a special breed, they have the innate capability to take your words, and present them in a visual way that not many can do. I am truly amazed each time I see one of our illustrators take even the simplest line from a manuscript, and create a whole visual world around it. They have the ability to see beyond the normal, accepted visual world, and create a fantastic, moving experience for your readers.

Understand that there are about as many avenues to getting your book illustrated as there are clouds in the sky. The possibilities truly are endless. I wholeheartedly believe that our illustrators are the best in the industry. I have seen many times where they will be presented with a simple pencil sketch idea from the author- and transform it into a masterpiece.What I want to do, is to help you understand our method, and why I believe it's the best.

The minute you sign with Tate Publishing, we consider you our partner in publishing your book. We want and desire to have your input and contribution! You have the opportunity to communicate with one of our professional illustrators about the direction of your illustrations, provide input, and receive illustrations for your book that are second to none. If you were to self publish and seek out an illustrator on your own, you can prepare to spend between $5,000-$20,000 for illustrations, depending on the number and size. With Tate, illustrations are included with your publishing contract. Freelance illustrators will also usually ask for a royalty based on your sales. This is not the case with Tate Publishing. Since your illustrator is part of the Tate Publishing staff- your royalties remain your royalties.

I was in the Full Circle bookstore in OKC recently, and one particular book display caught my eye- it was A Match Made in Heaven, by Tate Author Jennifer Atchley. I've been reading this book to my 2 year old son the past couple of weeks before bed, and it demonstrates in a down-to-earth way how Jesus was sent here with a purpose- to light up the world. Just as He has a purpose in each of our lives, I believe that our illustrators are fulfilling their God-given purpose with each and every author's dream they help to bring to life. If you haven't checked out our bookstore lately, and searched through the children's book section, I invite you to do so! You won't be disappointed. http://www.tatepublishing.com/bookstore/

Considering the Author Photograph...

Much care and detail has gone into the overall design and writing of your book, so it only makes sense that the same care is taken when planning out your author photograph. Think about your favorite book- and the feeling you felt when you saw what the author looked like for the first time. It probably was a very intimate experience. The way they present themselves through their photograph is telling you how they want you to view them, and on what level they want to allow you in. If we know that a picture is worth a thousand words, what do you want your photograph to say about you?

Let's say you've written a memoir about your mother's struggle with cancer, and how you had to fight to be able to get her the best treatment possible. This already is a very personal journey, and was probably very difficult to write. It's often said that the eyes are the window to your soul. I would suggest in this instance that the photographer focus on your eyes, and make your photograph a very personal experience for the viewer. Let's say now that you've written a devotional for hunters. This would call for a more informal photograph, and I would definitely take advantage of the great outdoors!

Whatever image is most appropriate for you, make sure that you are making a statement. Your photograph should never appear as a second thought, or look like something Aunt Mary took for you because you ran out of time to book a professional. If you're in doubt of how successful the photograph turned out, I would ask your Tate Publishing designer (they are very good at giving honest advice) or just not use one at all. Leaving your persona to the imagination is much more powerful than putting a poor image out there for your readers to remember forever.

Exciting new offerings brought to you by the creative department at Tate Publishing-

The technology of our world changes so fast. I remember when I was young, I would spend most of my days during the summer at my dad's shop playing Oregon Trail on a green-screen computer. I just couldn't imagine at the time how the computer could get any better! I know that today, I use the computer and other gadgets (iPhone!) for just about everything. I am woken up in the morning by technology, it tells me when it is time to go to lunch, it gives me information of what is new in the world- I could go on and on. It is so amazing when you step back and realize how much it permeates our lives. What excites me today, however, is to think about how we are able to utilize technology in a way that helps authors market their book.

We've just begun offering website and book trailer creation to our Tate Publishing authors! For anyone who isn't familiar, a book trailer is the new and upcoming way to publicize your book pretty much anywhere- at church on a tv screen, on YouTube, Facebook, your website, MySpace, etc. The trailer is a short movie clip, which utilizes still images, music, and voiceovers. The effect is quite dramatic- visual moving images have a way of grasping the viewers attention in a way that still images cannot always do. It is like you are in the world that the trailer has created for you, and experiencing the book along with them. The other new option, a website, everyone is familiar with. Our authors have really been thrilled about this new offering as well. It is a great way for your readers to get to know you a little more in depth, post upcoming speaking engagements and book signings, link to the Tate Publishing bookstore, etc.

Nothing thrills us more here at Tate than to see some of the creative work that we have worked on with an author help them succeed at accomplishing their dream. We are so excited to see how the Book Trailer, or Website will open new doors for our authors, and know that we are here cheering you on!