Book covers and the adventures of Oso del le Fez

Today on ArtOrder
Jon's View on Book Covers
The continuing adventures of Oso del le Fez

I wanted to mix in some industry thoughts and tips - along with some information that might be useful for the upcoming Book Cover challenge. In addition, I've got some cool and exciting information to share concerning the Oso del le Fez special challenge, and some potential upcoming challenges that might spin from this experience.


The Art of the Book Cover

Did you check out the new challenges yesterday? I added a new one - the Book Cover challenge that I'm calling "Drow vs Mindflayer". The purpose of it to give some practical experience for dealing with graphic elements on a page. This is a necessary skill to learn for many illustrators once they decide to branch out of interior spot illustrations for magazines and books. I see it every day on our Dungeons & Dragons® products - whether it is on our chapter starts, RPG covers, or novel covers. Figuring out how to play with those "annoying" page elements can be a real chore some times, but that is just part of the puzzle.

The Big Picture
Okay, let's get right down to the nitty gritty...

Book Covers.
What do you think the purpose of a book cover is? I'm sure there are a million answers to this question, and I'm not here to tell you which is correct, and which has no merit. Instead, I'd just like to focus on my viewpoint as a senior art director, and business person. For me, a book cover has just one purpose - to engage someone enough that they are compelled to pick up the book. Figuring out what it takes to get a person to pick up a cover is as much an art, as a science. We need to start our exploration of this mystical science at the book store.
Wander down the aisles
See what captures you eye
Watch others
See what captures their eye
Which ones get picked up
Which ones get flipped to the "sell text"
Which ones get a glance within the cover

I do that exercise every few months. I just wander around the aisles and take mental notes. I make sure I wander through different genres and see how differently people react to their books in those sections. I hang around the check out stands and watch what people actually buy. More than anything else, I watch what gets folks to pick up a book...that simple action is the first step in acquiring a new customer.

What is the magic formula
If I knew the answer to that, I'd be a rich genius. Lets start with the basics:

Differentiation & billboarding
There is a wonderful game that Wizards of the Coast used to publish called "Filthy Rich". It's a great game that deals with the idea of competing businesses all vying for attention within a limited media channel. It's a lovely simple concept that plays out really well, and makes for a fun game. If you get a chance check it out...there are a lot of lessons to be learned from it! In our case, we are dealing with a sea of books. How do we get our book to stand out from the vast array of "billboards". I use the word "billboard" purposefully. Each book is a billboard, in a sense, and we need to think of them as an advertising medium in that kind of mind set. The tenets of a successful billboard are:
• Quick reads & simple and straightforward messaging
• Bold dynamic design
• High contrast
• Variable depth
Most of those principles are pretty self-evident. You need a quick read cause you've got just seconds before the car whizzes past the billboard. Bold design gets you noticed when dealing with all the other visual clutter that a driver has to negotiate. High contrast improves visibility in less than idea viewing situations (low light or adverse weather). Do you see how each of these can come into effect when thinking of the book store scenario (except the adverse weather, I hope)?

Now, Variable depth will take a little explaining. It isn't intuitive. Variable depth refers to the ability of being able to get new "information" at different distances. Let's think of an eye chart for a good example of this principle. From 50 feet away, you might be able to read the first line, but the rest of the information is too small to read except as a graphic shape. As you move closer, the elements start to become legible and your eye is guided down the content. When you get within an arms length from the sign, you can read the smallest bit of information. Really successful billboards grab a hold of this principle and exploit it to maximize their impact and messaging. In books, we can do a similar thing. A really successful book should grab our attention from a distance, bring us in and give us information as the viewer comes closer...and entices them to come even closer. Our cover should lure them in until they have the book in their hands.

When I was working in the advertising game I liked to put up concepts on the wall and then walk all over the room and see what was happening with my designs and illustrations at different distances. This was one of my greatest exercises when working on play and band posters. I will often do a similar exercise with the pieces I art direct now — Zooming in and out in Photoshop to see what my different "reads" are going to be. If I don't have a different experience at every level, and if my experience doesn't draw me forward I know that I have an issue.

I'd like to play with a piece that Jesper Ejsing for the Dungeons & Dragons® Monster Manual 2.
Let's look at it from various different sizes. Pretend we are a long way off...





And if you click on the last one, you can see even more detail.

Do you get a sense of how we get more information as we move closer to the image? Now if the art director is doing a really good job, they are teaming up an illustration that works well with billboard principles with graphic design that follows the same principles. Now you've got a winning combination!

In the case of the Monster Manual 2, the art director chose to interact the graphic elements of the cover design with the painting to create additional depth, contrast, and visual interest with the book. Let's see what starts happening when we apply the bilboard affect to the completed cover...






Is it successful? I like to think so, but the customer will be the final judge...

In summary
So while you are kicking around ideas and concepts for your Drow vs Mindflayer cover - keep these ideas in mind and think about how you are going to engage the judges, your peers, and your fans with the finished piece.


Adventures of Oso del le Fez
Did you follow along with the Oso del le Fez challenge? Did you consider entering...I wish you had - because it is taking off! Shelly Mazzanoble has been overwhelmed by the response to her request for an image for her familiar. And when I say "overwhelmed", I mean she was excited to see one, and was blown away by the number and quality of the pieces that showed up in such a short time frame.

I mentioned it is taking off...
Shelly Mazzanoble was unable to determine her favorite piece. She wrung her hands by desk for hours on end (okay, a slight exageration) and danced about extolling the virtues of each piece. She even sent them to her MOM! In the end, she gave me those big ol' puppy dog eyes she is known for an said "I can't decide! Do I have to pick just one! Can't I pick 'em ALL?" Enter Bart Carroll, an editor-in-chief of D&D Insider, who chimed in that she should "let the fans decide". Shelly was ecstatic...she was thrilled...she might have even done a little dance, but I wasn't really paying attention at that point.

So Bart and Shelly went off to hatch great plans for the event. They are still finalizing a lot of details, but heres the basics:
• They will put up the images for the world wide D&D fans to view and vote on.
• They will promote the artists with bios and links to their websites
• They will announce the winner of the promotion at Gencon in August!

If this plays well, we'd like to have additional "special challenges" for Shelly that will be used for more contests like this, and be used in her articles. Lots of promotional possibilities for the artists that enter!
... and you have NO idea how excited she is to be involved with our ArtOrder community. She thinks you guys rock!

Getting some love
While Shelly was angsting about which piece she loved the most - she sent me an email that spelled out what she loved about each of the pieces. Thought I should share...

Jason Pruett
blog
©2009 Jason Pruett

Shelly: Yes! That’s Oso’s body. Big and clumsy. Don’t you just want to cuddle him up? You would if you were a tiefling like Tabitah. And wow— nice effect with the bloody stump of a hand. THAT really captures Oso’s inner demons. Oh, and the vest is priceless. I didn’t mention a vest but now that I see it I think “of course he would wear a vest.”


Herman Lau
Website
Blog
epilogue
©2009 Herman Lau

Shelly: Oh Herman, Oso is just perfect! I love his face here because he’s got the sweet yet devious smirk but you can see the fire in his eyes. Oh yes, he will roll this ball right into your personal space and mess you up good. I like the movement on the fez too.


Christopher Burdett
website
blog
deviantArt
©2009 Christopher Burdett

Shelly: I admit, this was the first Oso drawing I saw so it will always have a special place in my heart. Oso was clearly never taught to play with his food. I LOVE this one and maybe that’s because I’m a sucker for a pretty vest. The bracers are bitchin’ too. I imagine Tabitha bought him the whole ensemble the day he was officially declared a familiar. She’s a very snappy dresser too. Adorable.


James P. Mullen
©2009 James P. Mullen

Shelly: CUTE! I imagine this is the look on Oso’s face the first time he realized he would never have to go back to that awful burlesque show. Such a cute face. Love the expression. And I love how you can practically see the ball moving under him.


Heather Hudson
website
blog
©2009 Heather Hudson

Shelly: Oh boy this is heartbreaking! This must have been how Oso looked when he was forced to stay on the sidelines before he became a real bear. That sort of “gee, that adventuring thing sure looks like fun. I wish I could mark a gnoll too.” Makes me want to squeeze the stuffing out of him and remind him that it’s okay now! You’re a familiar! You only have to dance if you feel like it! Really beautiful job.


Ralph Horsley
website©2009 Ralph Horsley

Shelly: Okay I admit it. I squealed! My mom liked these a lot too because she envisions a big, fat Oso. A fat bear is a happy bear apparently. These do a wonderful job capturing the many facets of Oso. Playful, vengeful, intimidating, and playful. And cuddly. Again, very snappy vest.


Boleslav
website
©2009 Boleslav

Shelly: Here’s another heartbreakingly cute one! But is Oso waving hello? Is he telling you to back off? Is he saying “pick me! Pick me!” I think he’s saying “Five. That’s how many kobolds I killed so far but the night is still young.” Awesome. Love it.


Claudio Pozas
Website
Blog©2009 Claudio Pozas

Shelly: Oh no! Why so sad Oso? This one I like to call “bi-polar bear.” He’s just having a bad day, I guess. This really is one of the closest depictions to the Oso in my imagination. I love the cocked fez, he’s the right size, he has his beloved bike. He looks so soft and shiny I just want to reach out and pet him! But that’s where you get into trouble. This is what Oso looks like when other DM’s tell him he’s too broken to play in their game. He’s just watching from the sidelines. And those DMs better watch their backs...


MJ White
Website
Blog© 2009 MJ White

Shelly: LOVE LOVE LOVE this! I have seen babies sleep like this and it always cracks me up. Oso looks like a bear who knows how to have fun (and a tad narcoleptic which just adds to his charm.) Even in his blissed out slumber, his fez remains perfectly poised. You have to appreciate that.


Timothy Phillips
website©2009 Timothy Phillips

Shelly: Oooooh! Badass Oso! Would you deny this guy a chance to play in your game? Would you pretend you couldn’t see him? Would you be so brash, so rash, so slapdash as to mess with him? I hope so! I love the cynical smirk and the way he’s hovering over that d20. You just know he’s going to crit! Scary, Oso! Scary!

What do you think? Think she was happy?
Trust me. Yes. Yes, she was.


Go Forth. Create!




To Be Seen...
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