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Posted on Aug 23, 2018
Finding Your Style in Book Cover Design
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Learn more →Micaela Alcaino is a graphic designer, turned book cover designer, who fell into the publishing world by chance. Helped by her distinct and recognizable style, she has built an enviable body of work, designing covers for many bestselling and prize-winning fiction titles. In this interview, she shares the story of how she came to work at one of the world's largest publishing companies — where she still manages to put her stamp on every cover she designs.
Could you tell us a bit about yourself?
I’m a born-and-raised Aussie, now living in London, and I design and illustrate book covers for a living.
How did you get started in book design?
I actually fell into it by chance. I moved to London from Sydney fresh out of university and wanted to find a job in graphic design. I didn't realize designing book covers was an actual job until I turned up for an interview with Transworld Publishers. They took a chance on me, and I fell in love with it straight away. To me, it’s one of the best jobs out there for graphic designers — every project is completely different from the next, using your imagination is a must, and you get to read incredible manuscripts and then make the journey to find the right cover for it. I never looked back.
Tell us a little about your role at HarperCollins. How did it come about?
I’m a senior designer at HarperCollins where I work on a variety of book covers and internals. I was brought on by my boss at a previous job who had moved there a little before I did. I work across all genres, from fantasy to crime and thriller to non-fiction, and I get to illustrate some of my own covers and design internals, such as the insides of cookbooks.
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How did you develop your own style as a book designer?
Experimentation. I think playing around and experimenting with different concepts eventually leads you to your own style. I’ve tested many different types of illustration and played with typography and hand lettering — eventually, you find your rhythm. I really believe that playing and experimenting evolves a designer.
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Q: How did you experiment to discover your book cover design style?
Suggested answer
My journey to developing a distinctive style was shaped by my dual perspective as both an illustrator and author. Having published five books myself, I understood firsthand the importance of covers that not only look striking but also effectively communicate a book's essence to its target audience. This led me to experiment with combining traditional artistic techniques with innovative AI-enhanced methods, creating a unique approach that serves both aesthetic and marketing purposes.
I dedicated significant time to analyzing successful covers across different genres while testing various techniques and styles. Rather than limiting myself to a single aesthetic, I developed a flexible approach that can adapt to different genres while maintaining consistent quality. This experimentation involved creating numerous spec covers, studying market trends, and constantly refining my technique based on both author feedback and market response.
The breakthrough came when I started focusing on storytelling through visuals, using my experience as a writer to inform my design decisions. This resulted in a style that prioritizes narrative impact while maintaining technical excellence. I continue to evolve my approach by regularly testing new techniques and tools, always keeping the focus on creating covers that both capture attention and convey the essence of each unique story.
Sergey is available to hire on Reedsy ⏺
How did you start creating covers like this? Where did you get your inspiration?
Lots of places. Pinterest, traveling, billboard campaigns, art exhibitions, product packaging. Everywhere, really. I try not to get ideas from other book covers so that I don’t get stuck in a genre spiral when it comes to designing.
Q: What sources of inspiration do you turn to when creating book covers?
Suggested answer
As both an illustrator and published author, my inspiration comes from a unique combination of visual and narrative sources. Beyond studying successful covers in the target genre, I draw inspiration from the emotional core of each story, using my understanding of narrative structure to identify powerful visual moments that will resonate with readers.
I maintain a comprehensive digital library of visual references that spans multiple art forms – from classical paintings to contemporary photography, from film posters to graphic novels. This diverse collection helps me generate fresh ideas while understanding how different visual elements can evoke specific emotional responses in viewers.
Additionally, I actively participate in both writing and illustration communities, which provides valuable insights into current trends and reader preferences. My experience in writing helps me understand how to translate complex narrative themes into compelling visual elements, while my technical expertise in both traditional and AI-assisted illustration allows me to execute these ideas effectively.
Sergey is available to hire on Reedsy ⏺
I’ve also always loved drawing but I was never trained as an illustrator. I used to sit and sketch in the park and draw animals for hours. When I was given John Lewis-Stempel’s first book Meadowland, I submitted one of my own owl drawings as one of the concepts. To my surprise, that design was picked for the cover! That really gave me the confidence to submit more of my illustrations for projects.
Then, when The Running Hare came along, I wanted to move a little away from my natural style of black-and-white pen drawings and experiment with colors and patterns. I researched patterns and came across a postcard that my boss had in her office — that sparked a couple of ideas. I sat down and sketched out half the cover, then duplicated it to see how it would sit. I then played with colors and textured brushes in Photoshop to bring it to life. I also submitted other black-and-white drawings as options, but I'm really happy that this was chosen for the final cover.
Q: How do you maintain originality while keeping up with design trends in the publishing industry?
Suggested answer
At the end of the day, the thing that matters most to me is my intuition when it comes to my own originality. While it is always important to be aware of current trends, and to be open to professional feedback and direction, a successful artist also has to maintain their own natural expression, otherwise their work ends up looking generic and uninspired. This is an important balance every professional designer and illustrator has to find.
I am hired for this unique expression. Having a unique voice will always be a valued, in-demand design trend.
Jessica is available to hire on Reedsy ⏺
What was the process like for taking your cover for Hannah Green and Her Unfeasibly Mundane Experience from an initial idea to the final design?
I had so much fun doing this cover!
I first read the manuscript before I did any design work. I then researched the different ways I could represent the ‘devil’ character in the book, which naturally led me to the snake. I sketched out a few snake shapes to see how the title might fit in (it's a pretty long title!). Once I figured out the shape of the snake, I created a color palette and just started illustrating until the cover came together.
It took about two days of drawing and redrawing and recoloring until I came to this. Funnily enough, instead of creating around five different covers, I just submitted this cover, and it was approved in-house and by the author immediately. This doesn’t normally happen!
Q: Can you describe a book cover project where you took risks that paid off creatively?
Suggested answer
One of my most rewarding risk-taking experiences involved a fantasy novel where I proposed combining traditional illustration techniques with AI-enhanced elements to create a unique visual style. Instead of following the typical fantasy cover approach of detailed realistic scenes, I suggested a more symbolic and atmospheric design that captured the book's emotional essence rather than its literal elements.
The risk lay in breaking away from genre conventions while still maintaining market appeal. Drawing from my experience as both an author and illustrator, I created a design that used innovative color combinations and abstract elements to represent the book's magical system, while keeping the cover commercially viable. The result was a cover that stood out in thumbnails while still appealing to fantasy readers.
This project's success led to a series of covers for the author, each building on this innovative approach. The risk paid off not only creatively but also commercially – the distinctive style helped the book stand out in a crowded market while staying true to its genre roots. This experience reinforced my belief in balancing creative innovation with market awareness.
Sergey is available to hire on Reedsy ⏺
What is your favorite book cover that you created and why?
Oh no! I couldn’t say I have a favorite! But I definitely favor the ones I get to illustrate!
What advice would you give to fledgling designers looking to get into publishing?
Make sure you establish a portfolio; even if it isn’t paid work. Redesign book covers of your favorite books. Play with typography, illustrations, and photography. Don’t favor one genre just because it’s your favorite to read. The more genres you can design for, the more valuable you become.
So which is your favorite genre of book to work on?
I love to read everything really, but I would say my guilty pleasure is definitely fantasy.
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