Session II: Monday, November 8, 2010
Turning Art into Sales: Effective Cover Concepts and Design

The single most important selling tool of a book is its cover. Combining lecture and workshop, Mario Pulice, Creative Director of Little, Brown and Company, a division of the international publishing company Hachette Book Group, will identify the key elements of a successful cover, including choice of art, color palette, fonts, and trim size. Students will learn the process of developing a successful cover from identifying the format, audience, and budget to creating mockups, working with illustrators, and presenting the final product to sales and marketing teams. Using real-life examples of major Little, Brown bestsellers, including works by Malcolm Gladwell, Stephanie Meyer and James Patterson, the professor will discuss the various versions of covers, the reasons for selection or rejection, and the formula for success. Additional subjects for discussion include creating effective children’s and text book covers and recommendations for design resources, stock photography and illustrations.