Each part of book production—from cover to cover—is essential in producing a quality product and a good read. But a lot of aspiring authors who choose to self-publish are unaware of the intricacies involved in design and typesetting, the key steps in producing a print book.
The content of a manuscript is extremely important, but how that content is presented is just as important. Think of book design and typesetting as a way to dress for success. Nobody would go to a job interview wearing workout gear. Well, that is, unless they’re interviewing for a job as a personal trainer. Other than that, they’d look pretty silly. By the same token, dressing a manuscript that an author has worked so hard to write and polish in sweaty gym shorts will make people want to run the other way.
Book design and typesetting is an art form. In self-publishing, it’s easy to overlook the importance of good design and careful typography. Here’s a good way to get an idea of what a book designer and typesetter actually does:
Next time you’re at a bookstore, flip through a book that catches your eye. You’ll notice that it doesn’t look anything like a word-processing file. Notice what parts make up a book: card page (endorsements), half title page (if necessary), title page, copyright page, dedication, table of contents, front matter, part openers, chapter openers, running headers, running footers, ornaments, insets, graphics, back matter, tables, charts, etc. Notice where those parts appear in relation to the book as a whole. Certain elements of book design are universal, and a professional designer and typesetter will know what those particular elements are and how best to lay them out. Other elements are specific to that book and need to be carefully presented yet integrated with the whole.
A professional book designer and typesetter will know how to fit their client’s work to that universal style while leaving a lot of room for creative expression. When you flip through that book, note the typeface(s) used. Is it easy to read? Is the type evenly spaced from line to line? Look at the headers and/or footers. Are they consistently styled? Look at the chapter title and subtitle treatment. Is it legible and eye-catching? Are there ornaments to add visual appeal? All of these elements and more are an expression not only of the book designer’s professionalism and expertise, but also of his or her creativity.
While all of this might sound simple enough, the specifics are not so simple. We like to think of a good book designer as an architect—where all the angles and structures that make up a book follow a specified mathematical formula that produces a seamless, well-built, attractive book. Here are just a few of the tasks a book designer performs:
- Fit the text and graphics to a specified page count through manipulation of the layout, margins, and typefaces used.
- Choose a uniform style for the entire book that is not only elegant, but readable.
- Choose typefaces (fonts) that complement both each other and the content of the book.
- Assign uniform values—font size, color, alignment, paragraph and character style, and so on—to the text, not only so that the text looks cohesive but so that any desired design modifications can be made universally and automatically.
- Make conscious decisions about kerning (how characters are spaced) and leading (how lines on a page are spaced) in addition to how every element of the book is in sync with the rest.
- Marry graphics to the text in such a way that each complements the other, yet stands on its own.
- Apply artistic skill to making sure the content consistently drives the design.
We give every publisher and independent author who comes our way the same level of professional design and typesetting that traditionally published authors receive. Our goal is to create a book that looks attractive and professional. A well-laid out book can make the difference between a positive reception and a poor one—the worst being, “It looks self-published.” It’s amazing how much stock the average reader places in professional presentation, even if they don’t realize they’re making a judgment based on aesthetics.
The old adage, “You can’t judge a book by its cover” no longer holds true. In fact, people DO judge a book by its cover . . . and its interior. So we make sure your book reads as well as it’s written.
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