Visual Elements: Creating Your Book’s Identity

Your manuscript is edited and polished — now it’s time to give it the visual appeal it deserves.

From cover design to interior formatting, these elements transform your manuscript into a professional book that catches eyes and keeps them reading.

Because that well-known adage really is true. People do judge a book by its cover. So let’s make sure you’re armed with all the information you need to get your cover the perfect verdict.

First impressions matter, and your cover is your book’s handshake with potential readers. Let’s break down what makes a cover work:

Before you even start designing, study your genre. Many authors spend hours browsing both bestsellers and lesser-known books in their categories to see what’s working.

Why? Because:

How do I choose covers? I can’t say I’m one of those hour-browser authors. For me, I just, well, know what I want to see. I just have a sense of what will work.

Maybe that’s because I’m not just a writer of books — I’m a consumer of the genres I write, too. So, as a reader, I know what would tempt me.

I also live my novel from start to finish. Even when I’m not at my laptop, ideas are constantly playing through my head. I eat, sleep, and breathe my story while I’m writing it. So the characters, plot, settings… it all becomes real to me. When that happens, it’s easier to envision the cover.

But if you can’t see the book’s cover in your head, let me help you break down some essential aspects to focus on.

A professional cover needs:

Remember: Your cover must look professional in all formats — eBook, paperback, hardcover… audiobooks as well. What works at full size might be unreadable as a thumbnail on Amazon.

My own cover design journey has been quite the learning experience. When I published my first romance with Dorrance Publishing,* I had specific ideas but had to compromise due to cost constraints.

While the final cover was professional and has received compliments, it wasn’t quite my vision — which is one reason why I plan to republish with a new design.

I’ve tried various approaches since then:

The key lesson? Find someone who prioritizes your vision.

And find out the number of revisions allowed. One reason I felt safe hiring Aila Designs was because she offers unlimited revisions — the cover isn’t done until you’re satisfied.

You may not think that’s a big deal, but there are designers out there who limit revisions. And when you’re working via email or text, it can be hard to get your idea across in just three tries.

So, yeah. “Unlimited revisions” is a big selling point for me. Think about it, and I’m sure you’ll feel the same.

Speaking of getting your vision across perfectly, this brings us to another crucial visual element: illustrations.

Whether you need full-page art for a children’s book or decorative elements to enhance your novel’s interior, working with illustrators presents its own unique challenges and opportunities.

Which is why choosing the right artist is crucial. Here’s how:

From personal experience, working with illustrators requires clear communication and firm business practices.

When I worked on my kids’ book, The Adventure in the Magical World, I learned some valuable lessons:

Despite my first illustrator being exceptionally talented, my bittersweet experience with her taught me about the importance of professional boundaries.

Thankfully, I’ve worked with Cyan Avogadoyle,* a cover designer who not only provides quality work in covers as well as in illustrations but maintains professional standards — she handles my chapter headers, section breaks, and even created my children’s book pen name avatar.

However, for the rest of the Swallowtail series illustrations, I’ll either have to find a new individual or add on “illustrations” to my Aila Designs package!

If you’re in my position of having to find an illustrator, here are a few more things worth considering:

Don’t forget the smaller details that make your book unique:

These elements elevate your book from good to exceptional. But remember — not all cover designers are as Cyan in handling interior art. So always ask about additional design capabilities upfront.

Now that we’ve covered the art of your book, let’s talk about putting it all together. Because even the most beautiful illustrations and design elements need a proper framework to shine.

Interior formatting is where all these pieces come together to create a cohesive, professional book. Think of it as the canvas that displays your art — if it’s not properly prepared, even the most stunning elements won’t look their best.

Which all boils down to this: Your book’s interior should be just as professional as its cover.

So, what does good formatting entail? Well, it:

And if you want to elevate your book from the very crowded pool of books that are published every day, you’ll need to give it that professional edge.

Key elements include:

I’ve experienced formatting from multiple angles:

For my romance novels, I plan to use Atticus* formatting software. However, for illustrated children’s books, I’ve learned that professional formatting is worth the investment. My attempt at DIY formatting for The Adventure in the Magical World taught me that some tasks are better left to experts, especially when dealing with illustrations.

Remember that different formats have different needs:

When I tried to format my kids’ book, I sailed through the eBook formatting. Once I got used to the template I’d received, everything fell in place.

But when it came to the print version, I finally had to admit defeat! I managed to get the text into the chapters and finagled the front and back matter successfully. It was the bloody header/footer that I could not get to work for me.

That’s when it became painfully clear to me that formatting wasn’t as easy as I thought it would be. And maybe — just maybe — I needed some help.

If the indie route is causing your wallet to hemorrhage, formatting your book yourself may be a great place to save a little money… if you have the tech skills (which, admittedly, I lack). But if not, there’s nothing wrong with looking for help.

A name, term, design, symbol, or any other feature that distinguishes one seller’s good or service from those of other sellers.

Brand. It’s a term that’s on just about every lip today. But it may not be something you’ve thought of for yourself and your writing career.

But it should be. Every company, every seller wants (and needs) to stand out from the crowd. Establishing your brand can help you do that.

How? By creating a cohesive visual identity that helps readers recognize and remember your work. So let’s talk about how you do that.

Think beyond just one book. Consider:

Whether you write in multiple genres like I do or focus on one, maintaining visual consistency helps build reader recognition.

Each of my pen names has its own distinct look — spicy romance as A.J. Strickland, sweet romance as Alicia Jane, historical romance as HEARD Crittenden, and children’s books as Allie Jay.

And I’ve united them under one banner. Books by Alicia, which also has its own color scheme, logo, and fonts.

Now, you may be wondering how to decide what to do. Here I am creating five distinct looks, and you’re pulling out your hair trying to create one! After all, how do you create just the right look that expresses who you are and what you want your books to be known for?

Consider these ideas:

If you’re still having trouble figuring out how to make this work…

Let’s say your favorite colors are blue and orange, your favorite animal is a crow, your favorite design element is anything art nouveau, and you write sensual/dark romances about vampires.

Your logo could be the profile of a crow standing over an open book surrounded by a circle decorated with two fangs. Across your website, you play up the blue and orange in headers and footers, backgrounds, and fonts. You add decorative art nouveau elements to the pages and place your logo prominently at the top and bottom — et voilà! You’ve just made inroads into establishing your brand.

I really hope that helps stimulate those little gray cells. 😉

Okay, so, you’ve started creating your brand identity, now what do you do?

Now it’s time to start plastering your new brand anywhere you can.

Your visual branding should extend to:

Remember: Every visual element should work together to create a professional, recognizable brand.

So, we’ve covered covers, illustrations, formatting, and branding. I know it might seem overwhelming — like juggling multiple balls in the air. But remember: Every professionally published book started exactly where you are now.

Whether you choose to DIY some elements, hire individual professionals, or work with a full-service company, the key is ensuring all these visual elements support each other and your book’s message.

Maintaining clear communication about your vision and brand requirements with anyone you work with will help the process go smoothly.

Next week, as we move into Part 3: Publishing Logistics, we’ll explore the technical side of publishing, including ISBNs, barcodes, and choosing the right distribution channels for your beautifully designed book.