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Can you judge a book by its cover?
I saw this and thought I should buy the book -- Kate Christensen's novel The Great Man -- just because I liked the cover. As an experiment, I deliberately did not scan the contents or read the blurbs on the back. The title isn't very descriptive either. I then bought the book.
My thought was this: presumably the publisher designs the cover to appeal to people who will spread favorable word of mouth about the book. As a sometimes good (but non-reductionist) Bayesian, if I like the cover I should infer I will praise the book. Furthermore I should be especially keen to buy on this basis for a "word of mouth book," and indeed this author does not have a celebrity name.
If I like the cover *a lot*, can I receive a worse evaluation by
checking out the blurbs and thus skewing or minimizing my gut reaction
to the image? Surely if someone is able to manipulate me, my optimal
strategy is let just some of the manipulative information through. The
case for viewing the cover -- and only the cover -- is simply that many
more people see the cover than evaluate any other part or aspect of the
book. Might we then not expect the cover to be the strongest and best
thought out signal?
I can now report that the topic of the book interests me greatly, and I am enjoying the first half of the book. I fully expect to finish it.
I will continue this experiment by buying another book just for its cover.
I do understand that this is usually considered the strategy of a relatively stupid person.
Under what conditions should a smart person prefer books with stupid or ugly covers?
Under what conditions should you -- for non-superficial reasons -- prefer other items, just because of their looks?
Posted by Tyler Cowen on August 27, 2007 at 06:08 AM in Books | Permalink
Comments
Having spent quite a bit of time working in bookstores, and even more time reading them, I would agree with you completely. Book publishers spend a tremendous amount of effort making sure that the cover conveys the sense of the book, and they are remarkably successful. I have had a great deal of success in finding new authors by simply wandering until I found a book whose cover I loved. As for a time to prefer stupid or ugly covers, I have not had much luck judging philosophy, science, or other such 'technical' books by their covers, the good-cover test only works (for me) with fiction and historical titles.
I would think that you could apply this split to other areas to answer your final question. If I am looking for facts I am not looking for an appealing cover, if I want entertainment then I will probably be looking for a more visual cue. The New York Times doesn't need to pretty itself up for most people to want to read it, but People better have some pretty good graphic designers on hand or its circulation will probably drop.
Posted by: Tucker at Aug 27, 2007 7:41:41 AM
Tucker;
Most graphic designers would say that the NYT is far "prettier" than People.
Tyler;
I think science fiction covers are pretty interesting in this regard (probably other genre fiction as well). They ususally do an excellent job of signalling the type of story inside. Usually you can tell even from the spine!
Posted by: RobbL at Aug 27, 2007 8:43:11 AM
Why not just use word of mouth and some research? Or the trust networks we have built around ourselves to deal with these sorts of problem? My impression of your book, for instance, improved a lot upon reading a positive review of it in the Guardian. I was worried it might be obnoxious elitist crap, because I initially found marginal revolution through the blog of a certain colleague of yours, who is currently marketing a book as well.
FTR, the last book I read was "Collective decisions and voting: The potential for public choice" by Nicolaus Tideman. It wasn't easy to get hold of, but I eventually borrowed it in a library at the University of Oslo. I was most interested in the voting bits, but I found the collective decisions bit most interesting.
Posted by: Harald Korneliussen at Aug 27, 2007 8:50:58 AM
I've never liked the idea that "you can't judge a book by its cover". As Tucker points out, a book's cover is deliberately chosen by a book's author, editor, and/or publisher to convey information about it. Perhaps not judging a book by its cover made sense a hundred years ago, when books were all published with solid-color covers, but today, with modern printing techniques, it's silly to ignore such useful information.
Posted by: Aric at Aug 27, 2007 8:51:58 AM
The other day my wife was reading a book I'd never heard of and I asked her how she chose books. She said she just looks for book titles that use the girliest type. I guess it works.
Posted by: Ted Craig at Aug 27, 2007 8:56:02 AM
You can do this in libraries by wandering the aisles until you see a spine that catches your eye, although it works best for genre fiction, as RobbL observed. I've had the best results using this method for historical fiction, which usually manages to convey genre, period, and tone quite effectively through choice of cover art and fonts.
Posted by: Amber at Aug 27, 2007 9:06:24 AM
When I'm looking for new fiction, I go to Borders and look for interesting covers. I write down the ones that I actually remember enough to look for again after the second lap and go get them from the library. (recent win for this method: Theft by Peter Carey)
I'm very strict about never reading the blurbs on fiction - they seem to either give entirely the wrong impression or give away too much plot.
Posted by: A.M. at Aug 27, 2007 9:25:32 AM
Why stop at books?
I do a healthy dose of shopping this way. Shampoo, beverages, and even my current vehicle was chosen based on looks. (While looks wasn't the most important factor in choosing my car, it was the tie breaking factor).
The logic is that a well designed product reflects well designed contents. If they show attention to detail for the cover, they must have equal if not more attention to detail for the books contents. However this strategy will probably yield worse results for products where presentation is the point, such as luxury products.
If time is a premium, and a product has to be chosen, I strongly think that choosing purely on looks is a sound strategy.
In my work as a corporate analyst, I've also noticed a strong correlation between the quality of a presentation that a company give and the overall financial performance of that company.
Posted by: JostT at Aug 27, 2007 9:32:52 AM
You people are all insane.
Substitute "person" for "book". Based on available photos, you're not particularly pretty, Tyler, nor fashionably dressed. Are we to judge your worth as a conversational partner on this basis?
Is this the backlash to "overcoming bias"... embracing it instead?
Posted by: anonymous at Aug 27, 2007 9:35:21 AM
My girlfriend and I buy wine by looking at the lable.
Our favorite is "Toasted Head" it has a picture of a bear breathing fire.
Posted by: Chris at Aug 27, 2007 9:42:32 AM
Interesting question and thoughts as usual Tyler. Reviewing the Amazon summaries it does seem like a book I'd enjoy. Would you mind fleshing out *why* you liked this particular cover? Maybe I'm not hip/smart enough to make the necessary connections, but I'm not seeing why a picture of a paintbrush is so appealing and somehow attracts people who would enjoy this particular novel.
Posted by: Andy at Aug 27, 2007 10:13:25 AM
I avoid book editions with the Oprah Book-Club tag on the front.
Posted by: eriks at Aug 27, 2007 10:14:23 AM
Oprah once choose One Hundred Years of Solitude.
Posted by: Billy at Aug 27, 2007 10:21:33 AM
Oprah once choose One Hundred Years of Solitude.
Posted by: Billy at Aug 27, 2007 10:22:15 AM
Oprah once choose One Hundred Years of Solitude.
Posted by: Billy at Aug 27, 2007 10:22:21 AM
I'm actually quite in favor of judging a book by its cover. As above noted, genre fiction is generally the best at utilizing this type of signaling (want a story about spaceships? This book has one on the cover!), but I would apply it to less genre-bound fiction and various non-fiction as well. For one thing, I like to own books that are attractive to the eye. My graphic designer girlfriend has been known to buy or not buy books based on the type used. For another, I think it actually does sway my decision to think that someone actually put the time and effort into a nice presentation of the material. Of course this doesn't always hold true (the only editions widely available in the U.S. of French-language fiction are terrible, even for great books), but for books I know nothing else about, it's a good start.
I think that the rule holds far better for Rock Music albums, with a few notable exceptions the best albums have great album art. I don't think that this holds for Jazz or Classical, which is part of the reason I don't own very much of either genre: I have no idea where to start buying.
Posted by: d.cous. at Aug 27, 2007 10:33:10 AM
I love where Chris' head is at! My girlfriend and I love to buy cheap bottles of wine based on the look. We both enjoy good, as well as expensive wine (note they are not one in the same in all instances). Anyway, it's a great way to spend $5-$10 while having a great time arguing whether a particular bottle looks like it will taste beter than Two Buck Chuck!
Posted by: Chicagoan at Aug 27, 2007 10:38:58 AM
As others have said, there's a correlation between the cover and the insides.
Under what conditions should you -- for non-superficial reasons -- prefer other items, just because of their looks?
Uhhh -- women?
Posted by: David Zetland at Aug 27, 2007 10:42:13 AM
Tyler,
Awesome experiment, I am quite fascinated by your commentary on your feelings regarding ‘judging a book by its cover’ especially with regards to “might we then not expect the cover to be the strongest and best thought out signal?” as it can be expanded directly to everyday life both in how judge and how we are judged.
While everyone I have ever asked claims to be ‘open-minded and attempts to be non-judgmental’ isn’t it a fact that in everyday life we quickly size up objects of all sorts based on very quick perceptions of them (IE Blink, Malcolm Gladwell)? And this severs to benefit us through saving time, keeping us from perilous situations, etc, etc.
Just as you made a split decision on a book , as much as we may try to fight it on a conscious level, we size people up in a very similar fashion. Taking learned perceptions of what we believe certain traits externally appear like and project those characteristics onto the individual portraying them. Is this ‘right’? Certainly it has lead to ‘incorrect’ assumptions, but if you are currently reading this then it has also served to keep you alive, which cannot be all that bad of a thing… Dramatic? Maybe a bit, but also accurate.
Of course it is also necessary to inquire whether you are enjoying the book itself because you entered the process of liking the cover (having a positive feeling on the experience before truly entering it) and if purchasing the same book simply on the premise that you loathed the cover would have given different results.
On an everyday basis don’t we also present ourselves with a ‘cover’ of sorts? What do that cover tell of us? It is easy to say ‘I don’t care what others think of me’ but does this really serve in our best interest?
-CS
Posted by: CS at Aug 27, 2007 10:42:26 AM
I used to use this same approach browsing for CD's in the early 90's. Cruise into a record store and flip thru the bins just looking for something that looked interesting. Here's four albums I bought from that era using this approach.
Daniel Lanois- "For the Beauty of Wynona"
Saint Entienne- "So Tough"
Jah Wobble- "Rising Above Bedlam"
Milla- "The Divine Comedy"
The first two turned out to be great, two of my favorite disks from the era. And while the latter two did not live up to the promise of their cover, they had some interesting moments as well.
Now all the big box record stores are closing shop and the CD is going the way of the LP and the 78. Its alot harder to shop for music using visual cues.
Posted by: mhowell at Aug 27, 2007 10:44:32 AM
mhowell-
Good point. Even on iTunes though, they show a small (too small, really) picture of the album art. Of course, now you can listen to 30-second samples of each song, either on iTunes or in the bigger book/music stores (Barnes & Noble, Borders). This probably isn't a bad thing, but you are right, it does diminish the usefulness of visual cues.
Posted by: d.cous. at Aug 27, 2007 11:02:01 AM
The notion can clearly work - but here's a case where it doesn't - and I hope a reasonably 'economist' reason why: movies.
When a film company sinks millions into a stinker of a movie (eg Dick Tracy, Independence Day etc.) that is a sunk cost. Their only hope to recapture some of that loss is by pouring more into a brilliant trailer (the movie proxy for the book cover). Combine with a widescale promotion effort & limited or zero pre-release review screenings & we should all be wary.
To answer the question when SHOULD we (for non-superficial reasons) prefer items for their looks - if I can take liberty with the notion of 'looks', I would definitely add buying food in an unfamiliar place. Look to the street hawker, deli etc. with the massive queue (ie attractiveness to others, a proxy for appearences) relative to others nearby - I've never regretted following that maxim.
Posted by: nick at Aug 27, 2007 11:32:46 AM
I agree with CS - we do this a lot more often than we'd like to admit, and very often it works. But sometimes it is tricky to know whether we are fooling ourselves that it is working, or we filter based on our preconceptions-- confirmation bias.
I choose my fun-books based on title only (I can't do it by cover because I shop online and my fun-books are all second hand and old and they don't show the covers of those). Title, I think, works better than cover for the kind of books I like. I have about a very high success rate using title only. Probably equal to any other way that I find out about this kind of book, I am not always happy when using footnotes/references either. I can't compare much to browsing and skimming or to recommendations as I don't have enough data for comparison.
Posted by: liberty at Aug 27, 2007 11:51:06 AM
Might Tyler's appreciation for this book's cover have anything to do with its similarity to his own? Each features a single vertical icon in green and orange.
Posted by: Justin at Aug 27, 2007 12:03:20 PM
As for jazz cd covers matching their content (see comment by d.cous., above), this label (a fave of mine) has done a pretty good job of it: www.screwgunrecords.com.
Posted by: Justin at Aug 27, 2007 12:06:07 PM
I reversed this a bit, I looked at the artworks of books I knew were good and thought, if I had picked them only seeing the cover. I must admit, I would have passed them, because the covers were really not my style.
However, I then went to amazon.com and looked at the original covers form the US or UK Versions and suddenly I realized that the original artworks had more to do with the book than the German versions.
Perhaps, German Publishers are just not as economically wise as US-Publishers, or they just stick covers to the book that somehow represent the genre and the topic a bit.
It was a bit of a surprise and also a negative one at this, because I now contemplate how many good books I missed, because the German cover sucked in comparison with the original one....
Posted by: Max at Aug 27, 2007 12:20:21 PM
The French like plain white covers.
Tyler likes illustrated covers.
Donc, Tyler is not French.
Merci de votre attention.
Posted by: Dennis at Aug 27, 2007 12:26:07 PM
Billy:
For what it's worth, "One Hundred Years of Solitude" is far better in Marquez's untranslated prose. You should easily be able to find one at Borders etc, sans Oprah sticker.
Posted by: awp at Aug 27, 2007 1:14:07 PM
I judge books by their covers quite frequently, for different reasons and by different criteria. If seeing it on my bookshelf will make me happy, then that's a point. If the cover art is tasteful, that's ten points. I'm a bit wary of covers like the one Tyler posted, because that kind of design is the trend right now and I usually look for hints of the classic. The white covers on the US editions of J.D. Salinger's books especially attract me. There's something about that simple rainbow in the corner of the blank cover that represents his style so well, and I enjoy his style immensely.
These aren't deliberate strategies, just subconscious impulses that I'm pondering now that I've read this post. Effort spent on the design does win major points with me.
Posted by: Alexandra at Aug 27, 2007 1:24:58 PM
My in-laws write books. The last few have had really ghastly -- increasingly ghastly -- covers; covers, moreover, which don't necessarily convey the most interesting parts of the book. This is because, contra other posters in the thread, the authors do not necessarily have a great deal of say over their covers. (For their last book, if I recall correctly, they were presented several options, all of which were ghastly; expressed a preference; and saw the publisher ignore their preference. They certainly did not get to suggest what design elements they would prefer before the artist got going.)
I have also gathered that artists are not necessarily particularly familiar with the books whose covers they illustrate.
So I don't think you should expect that the cover design necessarily gives you any insight into the contents of the book. At best, it gives you insight into what the publishers -- acting on possibly flawed or fragmentary knowledge of the book -- think will appeal to the audience they think will like the book. Perhaps this is good enough for you.
Posted by: Andromeda at Aug 27, 2007 2:07:47 PM
I also buy wine based on the label, the little one with the numbers on it.
Posted by: Roger Sweeny at Aug 27, 2007 2:39:23 PM
In response to Nick's observations about films and trailers: I don't think it's a valid analogy. Publishers, as numerous readers have pointed out, take tremendous pains to ensure that the cover reflects the content of the book (whether that be by suggesting plot or invoking a more-difficult-to-define ambiance). Filmmakers, however, frequently have little or no say in the development of trailers that promote their films; instead, studio executives are largely responsible for designing the trailers, which are (as you rightly observed) aimed almost exclusively at generating interest--and not at accurately representing the film. Case in point: "The Rules of Attraction," which was based on the (pretty dark) novel by Bret Easton Ellis, sported a trailer that made it look like a cousin of "American Pie." The result? The audience who would have likely enjoyed the movie--the "artier" types, or maybe fans of Ellis--largely didn't go see it, and the audience who DID go see it didn't get anything like what they expected. Total flop.
So, even if the analogy isn't quite right, I think the film/trailer case underscores a point that's already been articulated: the packaging is probably most effective when it accurately represents the product. Or, you generally CAN judge a book by its cover.
Posted by: Emily at Aug 27, 2007 3:18:08 PM
According to evolutionists, judging the 'book' by it's cover is a useful method in picking a bedmate for far more than just the superficial reasons.
A beautiful mate (or, more specifically, one meeting the physical criteria that has been bred into our brains), is more likely to have preferable genes (ie: fewer mutations) to combine with your own and be passed onto your potential offspring, thus giving your future children/grand-children/great-grand-children etc improved odds of survival to reproductive maturity.
Posted by: #13 at Aug 27, 2007 4:37:06 PM
Emily, I don't see your point.
Filmmaker = Book author
Film studio = Book publisher
Filmmakers/Authors have little say in designing the trailer/book cover. Film studios/Book publishers do.
If the analogy fails, it's only because film studios tend to intervene in the actual creation process, often telling the director what to do, changing the script, imposing a choice of lead actors, ordering a reshoot of the ending based on focus groups, etc.
Posted by: anonymous at Aug 27, 2007 4:49:09 PM
Not that I've done a study, exactly, but I just bought a copy of Le Guin's The Dispossessed with the cover done in all black except for a scrawled red anarchist circle-A. It makes it look like some kind of revolutionary tract—not a very accurate description of the book's contents at all.
The cover I linked to on Amazon is also not terribly accurate; it makes the book look like an ordinary science fiction novel rather than a meditation on leftist politics.
Posted by: Elliot Reed at Aug 27, 2007 8:17:21 PM
I believe that Andromeda is closer to the truth than Tyler: I think most authors have very little - if any - say in choosing book cover art, and most artists creating proofs more than likely have not read the book.
What I find strange, Tyler, is that your book-choosing strategy seems exactly opposite that of your restaurant-choosing strategy.
Posted by: fustercluck at Aug 27, 2007 9:19:21 PM
http://www.digg.com/design/Worst_book_cover_ever_PIC
Posted by: David Zetland at Aug 28, 2007 12:29:41 AM
http://bayesianheresy.blogspot.com/2007/08/can-you-judge-book-by-its-cover.html
Which University Presses have the best cover designers?
Posted by: MJ at Aug 28, 2007 1:48:56 AM
I don't think any discussion of book-covers can be complete without a look at this post by science-fiction author Ted Chiang, in which he describes his struggles to get a cover he didn't loathe.
http://withboots.blogspot.com/2005/02/adventures-in-publishing.html
(I'm an illustrator myself, and I'm inclined to agree with Chiang's evaluations. The book was a collection of absolutely brilliant stories, but you'd never guess it from the covers. The first was professional but a mismatch; the second would've embarrassed a subsidy house.)
Posted by: Steve Lieber at Aug 28, 2007 2:39:10 AM
This seems like a strategy to avoid spending time in bookstores. If you're going to read the book anyway, what is the cost of reading the first page or two of the book before buying it? Also, since there's not enough time to read everything, is there some utility in reading the first page or two of books that you don't buy?
Posted by: Brian Slesinsky at Aug 28, 2007 4:01:34 AM
I'm in Iraq and I spend a lot of time traveling from base to base. This gives me a lot of reading time (long waits for helicopters) and a fair amount of time to browse the free libraries at MWR facilities. My preference is generally for literary fiction, you know, the serious stuff that gets described in reviews as "poignant" or "important."
Generally, the only thing I have to go on (prior to reading the back cover blurbs) is the cover art, which is a pretty good indicator of whether the book fits my literary preferences. The seriouser stuff tends to have a sober, more artsy cover. I tend to respond if my unconscious assumes that there's some sort of deep symbolism in the cryptic cover (I don't assume, for instance, that The Great Man is about painting, but I do assume that painting plays a role in the novel. Either that or the cover refers to a phallus.) I would probably pick up this one, even though I've never heard of the author or the book.
So yes, I certainly judge books by their covers, but I'm not currently plunking down $12 or so for paperbacks, so there's less risk in it for me.
I do recall buying The Remains of the Day because of the cover, and that turned out to be one of the best novels I've ever read, so I was doing this before I was getting my books for free. I know I wouldn't have bought it if it had featured Emma Thompson on the cover.
Posted by: Decline and Fall at Aug 28, 2007 4:37:37 AM
As an avid reader of literature, I am constantly looking for authors I haven't read to try out. Unfortunately for me, Amazon does not do a good enough job of recommending new authors based on my literary preferences (it instead insists on recommending the same authors I have given high marks previously). So I judge books by their covers (and blurbs). I must say that this strategy works better for me when it comes to discarding books, though there are exceptions: recently, and upon a friend's suggestion, I read a book called Kavalier and Clay, by Michael Chabon, that I happened to enjoy, but the cover of which strongly signaled I wouldn't. But if a cover signals genre fiction or best-selling fluff, chances are I won't like the book.
Posted by: pedro at Aug 28, 2007 6:22:46 AM
I guess that now is the time for me to tell you how much I dislike the cover (but only the cover!) of Discover Your Inner Economist.
It seems to me utterly derivative of Freakonomics, but much more boring and less punchy. I cringe a little every time I think about it.
Why couldn't you have put the picture of a person on the cover? Perhaps looking down to see a little man in a suit (trying to escape, natch) where a baby would normally go? Inner Economist? Get it?
Judging books by their covers is silly. You got lucky. You are not smarter than the collective wisdom of that ancient cliche.
Posted by: miz at Aug 28, 2007 9:29:11 AM
I've found a perverse variant of this approach: read books which were subsequently made into terrible movies.
In order to make a book into a movie, you have to figure that a lot of people welled up a lot of enthusiasm for the book. For some books, it's easy to see how you could turn the material into a great movie. But in order to make a truly terrible movie, your enthusiasm for the book has to overwhelm your common sense about what works on film. That's how you end up with _Bonfire of the Vanities,_ or any of the multiple William Gibson movies.
Exceptions like _Batttlefield Earth_ tend to prove the rule. There is indeed a reason people could sustain the enthusiasm to make that drivel into a movie, it just wasn't artistic appreciation of the book's merits.
Posted by: Zach at Aug 28, 2007 10:14:43 AM
"I guess that now is the time for me to tell you how much I dislike the cover (but only the cover!) of Discover Your Inner Economist.
It seems to me utterly derivative of Freakonomics, but much more boring and less punchy. I cringe a little every time I think about it."
Doesn't this prove Tyler's point?
The cover of his book tells you all you need to know about it.
It's similar to Freakonomics, but clearly different.
I'm sure people have looked at his book and said "Oh, like Freakonomics", which would be a solid, if overly simply assessment, and one that would lead to satisfaction.
Posted by: FrankTheTank at Aug 28, 2007 12:25:24 PM
Signaling, signaling, signaling.........
Posted by: Robert at Aug 29, 2007 2:37:32 AM
Frank, I see your point. But I think you're too clever by a half.
You wouldn't want the (large number of) people who have already read Freakonomics to think that they have already "read" this book, too. Why exclude most of your audience prior to their picking this up?
Moreover, Freakonomics notwithstanding, people like people. They like looking at pictures of people.
Their should have been a person on the cover of Discover Your Inner Economist.
Posted by: miz at Aug 29, 2007 3:52:53 PM
usage error in above post
"their" = "There"
d'oh!
Posted by: miz at Aug 29, 2007 3:56:09 PM
What is are the relationships between author; people who have read the book and (a) enjoyed and (b) not enjoyed it; and the folk who design the cover? I can see how this could be set up so that the cover conveys useful information, but can a cover really repel people who will dislike a book and appeal to other who will like it? If yes, then I'd really love to read the research on it!
Posted by: Andy at Sep 23, 2007 5:35:08 AM
I have often fought the temptation to buy a book by it's cover thinking it was so pedantic and have occassionally succumbed - especially as someone states with the newer authors. But Amber's library comment is right on - a few weeks ago I just took a book of the shelf in the library because the cover looked interesting - "Chronicle of Stone" by Ismael Kadare - an albanian writer whose gone thru 'heck' to get his stuff published - well, I've now read everything of his that has been translated and it's just incredible -- all because of an 'interesting' cover.....
Posted by: Deb Mills-Scofield at Sep 23, 2007 9:52:32 AM
Reading a book takes a lot of time. The amount you like a book's cover might be correlated with the amount that you like a book, but surely there are more highly correlated indicators, such as friend's recommendations or Amazon's recommendations. Or even a random blog's recommendation. There are so many books I want to read that I haven't had time to yet, it seems completely crazy to me to just buy a book based on its cover.
Posted by: Lukas at Sep 23, 2007 8:52:33 PM
This is exactly what I do when shopping for a new book. I very rarely pick out a book that isnt pink or girly. Granted that i do not read very often, the last two books that i read were Summer at Tiffany's and Bitter is the new Black. i love Tiffanys jewelry and just the color of the book made me buy it right there on the spot. then once i bought that one i was able to get another for half off. so when i looked around i chose the one with a dress on the front and it was about a sorority girl who goes bankrupt. both books were very good and i enjoyed them. for the couple of times that i have chosen books by their covers it has worked out for me very well, so i am most likely going to continue this until it backfires on me!
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