Do’s and Don’ts: Cover Design Rules for Your Genre

woman holding a book smiling in the hallway of a library

When it comes to book marketing, the cover is often the first impression a reader will have of your work. As an author, especially in the crowded fantasy genre, you want your book cover to stand out, capture attention, and most importantly, reflect the story inside.

According to a recent survey by Pandamonium Publishing, 57% of readers choose books based purely on their covers, while 80% admit to avoiding books for the same reason. These numbers emphasize a critical reality for authors and publishers: a lackluster or poorly executed book cover can dramatically impact sales, regardless of how exceptional the story inside might be.

But where do you start? And what should you avoid? In this blog post, I’m breaking down the key do’s and don’ts of cover design—tailored to your genre, so you can make sure your cover grabs the right attention.

Do: Know Your Genre and Audience

Before you dive into the design process, the first step is understanding your genre and its conventions. Different genres come with different expectations. Fantasy covers, for example, tend to be bold, imaginative, and feature dynamic elements like magical creatures or sprawling landscapes. Romance covers often lean into soft color palettes and suggest a mood of intimacy or passion.

Fantasy: Think epic landscapes, mysterious characters, or creatures like dragons or elves.
Romance: Soft hues, beautiful typography, and elements of intimacy (a couple, a single character in a thoughtful pose, etc.).
Thriller/Mystery: Dark tones, sharp contrasts, and images that convey suspense or danger.

Fantasy Example: "The Name of the Wind" by Patrick Rothfuss

Why it works: The cover features an intricate design that reflects the epic fantasy genre. The imagery—showcasing a silhouette of the main character against a moody, mysterious backdrop—immediately signals to readers that it’s a high-stakes, magical world. The visual cues resonate with fantasy readers who are looking for an immersive experience.

Romance Example: "The Hating Game" by Sally Thorne

Thriller Example: "Gone Girl" by Gillian Flynn

Your book cover needs to reflect what your readers are expecting. So if you’re writing a fantasy novel about dragons and magic, don't have a minimalist cover with only text. Make sure it feels like part of the fantasy world you're creating.

Don’t: Overcomplicate Your Design

A busy or overly complex cover design can be overwhelming for readers and make it difficult to focus on what really matters: your book. Keep in mind that the cover should catch the eye, but not at the expense of clarity. Too many visual elements—like a crowded background or too many fonts—can leave the reader unsure of what they're looking at.

Don’t add too many characters or scenes: Instead, focus on key themes or moments from your book that represent its soul.
Avoid excessive fonts: Stick with 1–2 fonts, max. Too many competing fonts create visual chaos.

Example of Overcomplicated Design: "The Burning Sky" by Sherry Thomas

Why it doesn’t work: While the design itself is beautiful, the cover is quite crowded with too many elements (text, images, and wordy review up top) that take away from the focus. For a fantasy novel, a more straightforward focus on key imagery—perhaps the main character or a central magical element—could help it stand out more clearly.

A Better Option: "The Lies of Locke Lamora" by Scott Lynch

Do: Use Typography That Reflects the Mood

Typography is a powerful tool for setting the tone of your book. The right font can give readers an immediate sense of what your story is about. Choose a font that’s both legible and aligned with the tone of your book.

Fantasy: Use serif fonts or bold, ornate typefaces that suggest magic or ancient texts.
Romance: A flowing script font can evoke romance, elegance, and emotion.
Horror: Sharp, angular fonts with jagged edges can give a feeling of unease or suspense.

Fantasy Example: "The Priory of the Orange Tree" by Samantha Shannon

Why it works: The cover features ornate, elegant typography that reflects the epic, high-fantasy feel of the book. The use of calligraphy-style text and bold fonts complements the imagery of dragons and mythical elements. This is one of my all time favorite cover designs!

Romance Example: "Me Before You" by Jojo Moyes

Horror Example: "The Shining" by Stephen King

Typography is part of the emotional atmosphere. If you’re unsure, keep it simple and focus on legibility—especially when seen as a thumbnail.

Don’t: Use Stock Photos in an Obvious Way

Stock images are tempting because they’re easy to find, but using them in a way that feels too generic can make your book look like just another indie project. If you must use a stock photo, make sure it feels authentic to your story and is manipulated in a way that fits your book’s unique visual identity.

Don’t settle for generic images: If a stock photo of a lone woman in a forest looks too “stock,” it might feel disconnected from your world-building.
Don’t rely on stock for core visual elements: The book cover should reflect your story’s world, not just generic art.

Example of Overused Stock Photography: "A Court of Thorns and Roses" by Sarah J. Maas

Why it doesn’t work: The stock image of a woman in a beautiful dress feels disconnected from the intricacies and complexities of the story. The image, while beautiful, doesn’t quite capture the essence of the world-building, especially when compared to later book covers in the series that are more artistic and reflective of the magical elements. The second edition, though, fixed most of the problems the first edition had and I absolutely love the direction the redesign went, it is bold, artistic, and it matches what's on the inside without being "in your face".

A Better Option: "Circe" by Madeline Miller

Instead, consider custom illustrations or photography. If you’re not an artist, you can hire someone to create a unique cover that speaks to your book’s essence.

Do: Prioritize Readability

A great book cover isn’t just about looking pretty—it’s about communicating clearly. Your title, author name, and tagline (if applicable) should be easy to read, even when the cover is a small thumbnail image on a website or bookstore.

Make sure the title is legible: It needs to stand out and be readable at smaller sizes.
Consider contrast: A dark background with light text (or vice versa) will ensure legibility.
Don’t use too many colors: Stick to a palette that makes sense for your genre and creates visual cohesion.

Example of a Readable Cover: "The Hunger Games" by Suzanne Collins

Why it works: The bold, legible font and stark contrast of the black and yellow make this cover stand out on a shelf or as a thumbnail online. The imagery of the mockingjay symbol is simple but recognizable, reinforcing the book’s themes and making it easy for readers to identify.

Example of Poor Readability: "The Night Circus" by Erin Morgenstern

Don’t: Ignore the Back Cover and Spine

While many authors focus on the front cover, don’t overlook the back cover and spine. For print books, the spine is important because it’s what readers see when the book is on the shelf. For e-books, the back cover isn’t visible, but your back cover description should still be clear, concise, and compelling.

Don’t forget the spine: Make sure the spine’s text is legible, especially for print books.
Don’t leave the back cover blank: Include a short description of the book, a catchy tagline, or some author info.

Example of Good Spine Design: "Dune" by Frank Herbert

Why it works: The spine of "Dune" is iconic, with large, easy-to-read text and a simple yet striking design that ensures it stands out on a bookshelf. The spine matches the front cover in style and design, reinforcing the branding. This is my favorite edition of the cover designs.

Example of Neglecting the Spine: "The Girl with the Dragon Tattoo" by Stieg Larsson

Do: Test Your Cover Design

Before finalizing your design, test it. Ask for feedback from your readers, beta readers, or fellow authors. You want to make sure your cover resonates with your audience and conveys the right message. If possible, test your cover in different formats—thumbnail sizes, print, and e-book.

Do a test run on social media or among a small group of readers: Use their feedback to tweak your cover before it goes live.

Example of Effective Testing: "The Martian" by Andy Weir

Why it works: The cover design for "The Martian" was tested in various forms and ultimately became iconic with its bold, minimalist design. Its simplicity and visual clarity resonate with readers, making it effective across different formats (print, e-book, audiobook). The testing of the cover's appeal was key to its success.

Designing a book cover that stands out is a mix of creativity, knowledge, and understanding your audience. By following these do’s and don’ts, you’ll create a cover that not only attracts attention but accurately reflects the heart of your story. Your cover isn’t just decoration—it’s a marketing tool that draws in potential readers and tells them, “Hey, this is the book you’ve been waiting for.”

Are you ready to start designing? Don’t forget to take the time to really think about what your cover should say about your genre, your story, and your brand. A great cover will speak volumes!