A importância da capa no processo de compra

«The creative use of the book cover is one of the few variables publishers can manipulate to influence consumer behaviour. It is almost incumbent on them to be brave and inventive in order to grab book buyers' attention. The reality, however, is that they are hitting a brick wall. Retailers are calling the shots—stagnating the market by demanding covers that look just like the last bestseller.

This state of affairs has arisen because discussions about cover design are wholly subjective. No one knows best so, as gatekeepers to the market, the retailers get what they want. Rather than accepting this, publishers should see it as a wake-up call. Effectively, what retailers are saying is "We don't think you know your readers as well as we do". That's quite an insult.

There is only one way for publishers to regain the high ground in this relationship and that is by testing alternate covers and proving to retailers that they really do know what readers actually want.»

Damien Horner, na Bookseller.