1. Make the design brief a competition
The Ghostly Grammar Boy is a teen thriller about Fiona, a fifteen year old Canberra school girl who can see and talk to ghosts, including her dead twin sister. Fiona just wants to survive year ten without revealing herself to be a ghost-whispering, boyfriend-less weirdo. Her plans are ruined when she meets the ghost of a handsome boy from the Grammar School who claims he was murdered.
My design brief was to create a cover that had a teenage girl with dark brown hair in the forefront, the title in large font, and my name in capital letters. In the background I wanted a ghost version of the girl (the twin), and the ghost of a handsome teenage boy. I asked for some sparkles or swirls to indicate supernatural themes, for the main colour scheme to be dark purple and black, and for the design to be attractive to teenage girls.
I advertised the brief on 99 Designs and turned it into a competition. Graphic designers were able to compete to win a cash prize.
2. The contestants fight amongst themselves
Within hours of my design brief going up on the website, I already had several great entries... and the fighting had begun. One contestant put up a cover with a picture of a teenage girl taken from a stock photo website. Another contestant entered a similar design using exactly the same picture. The original contestant then complained "There are plenty of pictures on stock sites and you choose to use the same I did!"
3. The contestants fight with the judge
Within a few days I had more than 60 great covers from different designers. I'd originally envisioned a cartoonish cover but most of the designers chose to go with photographs. It was great to be able to see all the different possibilities and interpretations of my brief.
Using the website I could rate each of the covers and give feedback. The designers were responsive to my comments and within a short time submitted new designs including my suggestions. I gave the designers a link to the first three chapters of the book so they could get a sense of the tone of the novel.
One of the designers didn't take my feedback very well and wrote critical comments about how I was confused about the concept of manga, and how I shouldn't have released information late in the competition (for example, during the finals I told the designers "the book is humorous and the girl is spunky - think Buffy not Twilight"). I felt like the mean judge in a reality TV show. The competition was getting fierce.
4. The general public votes
Four days after advertising my design brief I had to narrow down the 23 contestants to six finalists. Using the website I made a poll of my favourite covers and advertised the poll on Facebook, Twitter, and Google Plus. I received many votes from friends, family, and the general public. Thank you to everyone who voted! The comments were very interesting, from "stalkerish," "the girl is too cool," to "looks like a movie starring Sandra Thompson, [2 stars]."
From the polls, a clear favourite emerged, confirming my own feelings about the designs.
5. Pick a winner
Seven days later my competition closed and I had to pick a winner who would claim the prize money. I chose the cover below by Kassandra_P because not only was it the most popular in the polls, but it reflected the tone of the book so well.
The winning designer and I signed a copyright agreement, giving me rights to use the design. The designer was also kind enough to provide me with several different file sizes suitable for thumbnails, printed, and ebook versions.
The winning design
I'm so excited to see my cover come to life and really enjoyed the process. Thank you very much to all the designers who entered my competition, and to the people who kindly voted and gave me feedback on the covers.