February 19, 2014
You may not realize this, but not all book covers are created equal. In fact, published books can have wildly different looks based on where those books are being marketed. Even the titles sometimes change to fit the culture. As an author, I know well that the reasons for this are simple to understand. These reasons can inform the marketing decisions of just about any consumer brand.
4 questions book covers consider that you should as well:
#1 – What do the colors mean?
When it comes to cross cultural marketing, one of the easiest things to miss is the color meanings. Not only do popular colors change across various cultures, what those colors represent changes as well. You need to know what these mean before you make a mistake.
#2 – What do the pictures mean?
Imagery, like color, is easy to overlook. You may think an image is perfect for one market, but it might serve as an instant turnoff for another. Sometimes, this can be a fine line, and sometimes these images don’t even exist in the same universe of thought.
#3 – Is there a potential language barrier?
What will your PR sound like in another language? Moreover, what will the literal and figurative translation mean when those various markets interact with them? Just throwing something up on the internet without considering this can create an endless PR disaster.
#4 – Will your market change in a different culture?
One question many marketers fail to consider is whether crossing a cultural zone will impact their target market. Not only in gender, but in age, socioeconomic, and many other considerations. What might be a hit in one demo somewhere, might be better served for a different audience in a different market. This circumstance might call for an entirely different visual approach.