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Why book design clichés sell (and why they’re a good thing)
‘I want my book design to be unique. Something no one has ever seen before. This will sell my book.’
This is a common statement we hear from authors—especially those releasing their first book. You’ve poured your heart into your manuscript, and you want the outside to reflect how special it is. You want it to stand out, to be different and to “wow” people. But the truth is that a truly unique cover isn’t always what sells a book, in fact it can have an opposite effect. Most bestselling books within a genre follow a visual trend—and there’s a good reason why.
Readers are drawn to what they recognise. They make fast decisions based on visual cues. When they scan a bookstore shelf or scroll through online listings, they’re looking for signals:
- Is this the type of book I usually enjoy?
- Does this feel like a thriller? A romance? A fantasy?
And they rely on the cover to answer that question for them.
If your cover doesn’t speak the language of your genre, it risks being overlooked completely.
Most bestselling books follow visual trends within their genre. Not because they lack creativity, but because they know how to play to the expectations of their target audience.
Let’s unpack why cover clichés aren’t something to fear and how embracing them can actually be the smartest move you make for your book.
Estimated reading time: 6 minutes
1. Book design trends are your friend
Take a look at Emily Henry. When she burst onto the scene, her covers were bold, colourful, and “romantic” in a fresh, modern way: flat, vibrant colour palettes, illustrated figures, playful, clean design. They spoke to the genre.
Suddenly, the shelves were packed with similar designs, and that wasn’t by accident. Her covers worked and they connected with readers. They signalled exactly what kind of story was inside: light-hearted, heartfelt, contemporary romance with emotional depth. Readers responded in droves—and other publishers took note. That’s how book design trends start.
Just like in the fashion world, book cover trends emerge when a particular look resonates. When it feels timely and captures the current cultural mood. A few titles catch fire, the aesthetic spreads, and soon it becomes the visual shorthand for that genre or tone.
It’s not about copying—it’s about communicating. Covers that follow genre trends aren’t lazy or unoriginal; they’re strategic. These cover designers are using design language that readers already understand.
Think of it this way: if your book is a romantic comedy, but your cover looks like a thriller, you’re sending mixed signals. A reader might skip right past it—not because they won’t like your story, but because your cover told them it wasn’t for them.
Trends work because they help your ideal reader instantly identify that your book is the kind of book they’re looking for. So instead of asking ‘How do I make my cover unlike anything else?’ try asking, ‘How do I make sure my cover speaks clearly to my reader?’
That’s the real key.
2. Why familiar covers sell more books
The word “cliché” often gets a bad rap, but in the world of book design, clichés exist for a reason.
These familiar visual elements don’t just appear out of thin air. They became common because they consistently help connect the right readers with the right books. In a highly saturated market where readers are bombarded with options, clarity and instant recognition are powerful tools.
Here’s why using well-worn design elements can actually drive more interest (and more sales) for your book:
2.1 They grab attention—fast
Studies show that humans process visual information in less than half a second. That’s all the time you have to make a first impression. When someone scrolls through an online bookstore or walks past a shelf, your cover needs to immediately communicate this is for you. And it needs to do so without the reader even thinking about it.
Familiar genre elements—like a silhouetted figure on a foggy street for a crime thriller, or a pastel-illustrated couple on a romantic beach for a romance—act like a visual shortcut. They let the reader know “this story is the kind you love”. No guessing, no confusion, just instant recognition and connection.
That moment of clarity makes all the difference between a scroll-past and a click-through.
2.2 They trigger emotional responses
We’re wired to respond emotionally to what we see. Colour theory, typography, layout, and imagery all evoke specific feelings—and savvy cover design leans into that.
Think about it:
- Red and black on a thriller cover can create a sense of danger, urgency, or high stakes.
- Earth tones and serif fonts on historical fiction suggest something grounded and classic.
- Pink often signals warmth, romance, and softness, making it a favourite in contemporary love stories and uplifting women’s fiction.
When your cover uses visual elements that align with the genre and emotional tone of your story, you’re not just creating something attractive, you’re priming the reader’s expectations before they’ve read a single word.
This kind of alignment between genre, emotion, and design builds trust. And trust leads to purchases and loyal readers.
2.3 Examples of successful visual clichés
Some visual elements have become so closely tied to their genres that they’re instantly recognisable—and incredibly effective. These aren’t outdated or lazy design choices. They’re genre anchors—reliable cues that tell readers in a split second what kind of story they’re about to step into.
- Science Fiction: Futuristic and clean fonts, dark tones, figure among a landscape.
- Christian Novels: Light blues and whites, landscapes, bird imagery.
- Fantasy: Cloaked figures, glowing swords or magical runes, typographic, enchanted landscapes.
These aren’t tired clichés—they’re trusted markers, and in a sea of titles competing for attention, that kind of instant clarity is a tool. It helps readers spot the kind of book they already love, which means your book lands in the hands of someone who’s genuinely excited to read it. That’s the overall goal.
3. What about being original?
Originality isn’t about breaking the mould. It’s about adding a fresh twist within the mould. You can (and should!) aim to create a cover that feels distinct, but if your design strays too far from what readers expect, it runs the risk of being confusing or invisible.
3.1 Fiction book design: Clarity over cleverness
For fiction, your cover’s job is clear: communicate genre and tone at a glance. If a potential reader needs to stop and figure out what your cover is trying to say, they’re likely to move on. People don’t browse bookstores with the intent of solving puzzles—they’re scanning for books that feel familiar, exciting, and right for them.
Originality, in this context, is about detail, not structure. Maybe it’s a unique colour palette, an unusual perspective, or a symbolic object that adds intrigue. But the overall design still needs to stay rooted in genre conventions to effectively do its job
3.2 Non-Fiction book design: Visual cleverness shines
Non-fiction is a different ball game. Readers often expect to be surprised, challenged, or intrigued. This means there’s more room for visual metaphor and unexpected juxtapositions.
- A book about burnout might use an open box of matches that have already been burned.
- A book on modern leadership might feature a chessboard, but with something slightly off.
These covers don’t need to scream a specific emotion—they need to spark curiosity. In non-fiction, the cover can function almost like a hook or question: ‘What is this about? Why does this image feel strange? I need to know more.’ That kind of intrigue works because the reader comes in prepared to be educated or provoked.
3.3 The bottom line
Being original doesn’t mean being obscure. It means being smart and adding just enough personality to a proven formula. When you respect the language of your genre while finding a subtle way to express your unique voice, that’s where great cover design lives.
4. But I don’t want my publisher to use stock imagery for my book design?
Let’s clear something up: all publishers use stock photography.
From Big Five publishing houses to indie imprints and everything in between, stock imagery is an industry-standard tool in the cover designer’s toolkit. If you look at the copyright page or back cover of some of the books on your shelves, chances are it will say stock photography has been used.
It’s a smart, efficient, and professional way to create compelling, high-quality book covers.
Stock images aren’t used because of laziness or lack of originality. They’re used because they provide access to a vast, high-resolution library of professionally lit, styled, and edited visuals. These images become starting points that allow designers to focus on crafting something polished and impactful without the limitations of budget-heavy photo shoots.
Cover designers use stock to streamline the process and focus on composition, storytelling, and style. When you work with a professional designer, they’re not just pasting a stock image onto your cover and calling it done. They’re manipulating it, blending multiple images, adjusting colour palettes, cropping, layering textures, adding lighting effects, typography, overlays, and illustration work.
And what is the end product? A cover that looks custom-built and is aligned with your genre, your tone, and your target reader.
In many cases, the original source image is unrecognisable by the time the final cover is complete. That’s the magic of thoughtful design: it turns something ordinary into something emotionally resonant and uniquely yours.
4.1 What if someone else has the same stock image used in their book design?
It’s a fair concern, but the likelihood of another book using the exact same image, in the exact same way, is low. What truly sets your cover apart isn’t just the photo, it’s how it’s used. The typography, layout, colour grading, and overall aesthetic come together to make your version distinct.
If you’re working with a skilled designer, they’ll most likely avoid overused stock or generic imagery that risks blending too far into the crowd.
Stock photography isn’t a compromise. It allows designers to deliver creative, beautiful, and market-ready covers at a fraction of the cost and time required for custom photoshoots or illustrations.
So, if you’re worried your cover won’t be “original enough” because it uses stock—don’t be.
5. Final thoughts
In the end, great book cover design isn’t about reinventing the wheel—it’s about understanding the expectations of your readers and using familiar design elements to your advantage.
By embracing genre conventions and leaning into trends, you ensure your cover resonates with your audience and stands out in a crowded market.
Originality isn’t about being obscure; it’s about finding the perfect balance between clarity and creativity. When you respect the visual language of your genre while adding your unique touch, you’ll create a cover that not only grabs attention but also draws readers in, eager to discover the story inside.
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