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What is the key to a fiction cover that customers will pick up?

As publishers and designers, we’re always trying to figure this one out and are never quite sure we do! But noting what has worked in the past, looking around in bookstores, reviewing best-seller lists, talking to fiction readers and being fiction readers ourselves, we can identify a few keys, some obvious, some perhaps not. Romance Romance defined broadly is a sense of adventure, of being carried away into another life and another world. By means of imagery, typography and design, the cover must elicit a taste for the beauty or intrigue or terror or warmth or tension of the author’s imaginary world. We want the reader with an affinity for a particular kind of fiction to pick up the book, feel his pulse quicken, and say, “Yes! I want to go there.” Simplicity It follows that whatever atmosphere is being depicted by cover art must be clear and simple, quickly apprehended. Usually it’s less about getting all the characters, settings and props crammed onto a cover than focusing on one element of the story that captures the feeling of it: The murder weapon and a torn piece of paper. A rose with a fallen petal. A glowing window in a cabin, a face turned away…tired motifs, but you get the idea! Uncluttered layout and design help here too. Our lives are busy and messy and we’re attracted to visuals that are airy, light, orderly and clean. That’s part of shelf appeal. Genre Accuracy The cover must match the genre. If it’s a romance, don’t make it look like a thriller. Of course, audience is important here too. There are books, for example, that men will never pick up regardless of the universality of the content. So the cover must fit with the content and the audience. An Air of Mystery Being clear about genre and accurately conveying the “romantic” atmosphere of a story doesn’t mean you give it all away. Some element on the cover that raises a question or seems slightly out of place can work to generate interest. Why is that Amish grandmother wearing headphones? Well, probably not. New, New, New Try to be unique. Avoid same old overused fonts (I’m talking about you, Papyrus) and tired motifs (see above). Be approachable but fresh!