Today we have a very special guest visiting The Man Eating Bookworm, graphic designer Jeroen ten Berge. I have been very excited to bring you this interview. I can't tell you how pleased I was when Jeroen agreed to answer a few questions.
As I began to read more Blake Crouch I began to see a trend. I really dug his e-book covers. It came as no great surprise the covers were the work of one designer...Jeroen ten Berge.
In my opinion one of the main jobs of a book cover is to grab my attention. Jeroen's covers do just that.
So, without further adieu...The Jeroen ten Berge Interview:
The Man Eating Bookworm (MEB): Jeroen, a hearty welcome to THE MAN EATING BOOKWORM! Before we delve into your graphic design work, why don't you tell all the Wormies a little about your background?
Jeroen: Thanks, great to be here.
After high school I studied graphic and typographic design for 6 years (flunked one year) at the Royal Academy of Arts in The Hague, The Netherlands (I'm Dutch). The final year was dedicated to being an intern at a design firm, in order to get industry experience. I was fortunate to work for a young and expanding design company, where the founding partners quickly gave me responsibilities beyond my experience. It allowed me to get a taste for all aspects of design, including strategy, concepts, marketing, client and supplier contact, and so on.
After several months they offered me a position as a junior designer, which I gracefully declined. Instead I started working for them freelance, found my own clients along the way, and established my own design company before I graduated at 23. My one-man-band company eventually morphed into a company with partners and numerous employees, myself as creative director. We worked for big name companies in The Netherlands and beyond, mostly designing logos, brands and marketing material.
But things change and so did my interest. I wanted the second half of my life to be as exciting as the first half had been, so I left my company, sold up whatever I owned and relocated with my wife and our three young daughters to New Zealand. After three years working as a creative director at a Wellington based design company it was clear I needed to move on, and I set up shop for myself.
I still design brands, packaging, wayfinding and websites, however, designing book covers combines my love for reading, books (I'm an avid collector when I can afford it, and sometimes when I can't) and my love for design. I work from home, no room for employees. I'm once again a one-man-band and wouldn't have it any other way.
MEB: You are putting out some of the most eye catching designs to grace e-book covers. Take us through the steps of designing a cover for an author after first contact.
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| Early sketch of Blake Crouch's RUN |
Jeroen: Thanks! Nice to hear my work is highly appreciated.
After receiving an email with a cover request I usually google the writer to get some background information. Getting to know the person behind the book is important to me, it helps the design process.
When cost and time frame are agreed upon I read the manuscript. Key for me is getting a feel for the story, and finding elements that could visually represent the book.
Occasionally writers offer their ideas. While reading I make notes and doodles up to the point where I have a design concept in my head. Still using pencil and paper I sketch out what I have in mind. If I like what I see I develop it on my Mac. I look for fitting typefaces, photos that match what I have in mind, sometimes shoot them myself, and create one or more covers.
I send the best one (or two) to the author. He or she then offers feedback. Most times the first cover hits the sweet spot, sometimes there is tweaking required, very rarely my interpretation doesn't meet expectations. If that is the case I start anew and create a different cover, based on the feedback received and answers to my questions.
After approval the author receives the cover - ready to go. When the book goes live I upload it on my website with links to the book on Amazon and the author's website or blog. From start to finish the design process takes about two to three weeks, but I have created covers that were live on Amazon within 72 hours after first contact with the author.
MEB: "Never judge a book by it's cover." What do you think?
Jeroen: Baloney.
A picture tells a thousand words. A great cover should do exactly that - convey the essence and feel of the book in a confident and striking fashion, with a design that stands out, one that hooks you in mere seconds. Once that is achieved the product description hopefully complements the cover, pulls in the buyer even further and a sale is made.
Today, with e-books and Amazon, an effective cover is even more important than before. Unlike traditional bookshops, unknown writers and renowned bestselling authors now share the same shelf, next to each other, with equal opportunity to present their work. That has never happened before and it is a major game changer. But if you're an unknown, and your cover looks crap, a potential buyer will most likely not read the product description, move on, and click and buy someone else's book.
MEB: A good many of your designs are for e-books in the mystery/crime/horror genres. Are you a fan of those types of books and if so, is it easier to design covers for books in a genre you personally enjoy?

Jeroen: I like a well told and intriguing story. There are quite a few crime, mystery and horror novels I started reading that didn't work for me for whatever reason, even though I like those genres. Last year I read a romantic suspense novel which I - surprisingly - really enjoyed. Right now I'm reading (and designing a series of covers) for The Icarus Helix Series, a YA series by J.E. Medrick. I don't fit the intended reader's profile at all, but I love it. And - yes, designing a cover for a book I enjoy does make it easier.
There are several great authors whose novels I very much admire, that aren't yet available as e-books. I would jump to design their covers. To my shock and amazement one of my all time favorite books doesn't even exist as an e-book - I would LOVE to design the e-book cover for Cormac McCarthy's THE ROAD.
MEB: Your covers for Blake Crouch really impress me. They're bold, colourful and make this reader want to read those books. Which cover(s) are you most proud of and why?
Jeroen: Blake and I have worked together on his branding and covers for three years now - it had been an absolute blast, and there is more to come. I'm still proud of the first series of covers I did over two years ago for Blake's short stories *69
, REMAKING
, and ON THE GOOD, RED ROAD
.
Instead of photography the main visuals are my illustrations, making them more personal. They also represent my first steps in designing covers for e-books. For the same reason I still love the SERIAL series by Blake and Jack Kilborn. More recent are UNCONDITIONAL
and Run
. And both are equally personal, albeit for different reasons. The hand pressed against the safety glass on UNCONDITIONAL'S cover is mine. The couple seen sitting in the car on RUN's cover are Blake and my oldest daughter.
Well, there you have it Wormies. I would like to take this time to thank Jeroen for taking time out of his busy schedule to answer my questions. I hope you guys enjoyed it!