Creating Art for Marketing

When you're thinking about the art for your book, it can be difficult to remember that you're going to need specific art for marketing purposes. That is, you're going to need art created specifically for marketing, such as for posters or logos; this art needs to be created for not just purposes other than the context of the comic and must also be done to different requirements, such as different resolutions, sizes, and even color schemes. This must all be allowed before the marketing for the comic can even begin.

Straight up: You want your comic to look its best, and this means giving it the art equivalent of a haircut every so often.

This means that when you're budgeting for an artist, you need to allow at least another 5–10 hours for the artist to accomplish this extra artwork or about two additional days of labor. If the comic is ongoing, then some of this artwork needs to be updated every so often; this is to not only freshen it up, but also to allow for changes in character appearances and lime-ups, tone changes, and especially if the art style evolves or just changes. This means that not only should you be updating the art every couple of months, but allowing for it in the budget.

You shouldn't look at this as onerous but as an investment: After all, the better your comic looks the more people will buy it, and that's never a bad thing.

[If it makes the artists feel better: The writer needs to be doing a lot of extra writing for marketing. The press release needs to be written as well as the foreword for the book. The writer also needs to keep up with social media and other communication with the public or specific entities, such as bloggers, reporters, and podcasters. If there's a wiki for the comic, the writer needs to be the one to spearhead it and make sure that important entries are written. On the website itself, character descriptions, synopsis, and other content need to be written. This should be ongoing as well to keep everything up to date. All of this needs to be done alongside writing scripts and updating them as needed.]

ISBN Numbers/QR Codes

Before anything else, you need to secure "additional graphic elements". You're going to need an International Standard Book Number (ISBN) for each book you plan on publishing and for each version (paperback, hardcover, electronic, special editions of each) of that book. While some sites do give out free ISBNs (or, in the case of Amazon, their version), those numbers only apply to business you do with or through them. You're also going to find it useful to have QR codes; this enables you to send readers to your site or where your book is available in an easy-to-scan version. Once you have those, you can design the book covers and other artwork.

Logos

You should also design any needed logos before you really get going. Not only is the company logo, but the comic logo and associated characters; if you use a font, make sure you've noted the font so that it makes things easier later on such as for subtitles and general use. The logo should be recognizable down to about an inch (or 12-point size), smaller if possible; it's going to be used for captions, press releases, and almost any form of notice when it comes to the involved projects. If feasible, you should also trademark these to provide some additional protection.

You should go through and define the company identity package: letterhead, envelope, and business card (but more on that last one in a moment). When it comes to CIP, make absolutely sure that the information is correct; as this is the only way most people will contact you, it could you more than sales. The envelope only needs to your company name, its address, and maybe phone number; you can have fun decorating the envelope and place contact info elsewhere, but a "thank you" of some sort is more useful given it's not likely to survive. The letterhead should have the same information, plus the website, a contact e-mail, and social media information; it needs to either be placed horizontally on top or vertically on the left to be found easily. If you need extra decoration, go for a light watermark over a highly visible design.

Business Cards

Business cards can be all sorts of fun; they have their own rules and there is enough variety that you need to really debate what you want. First, the basics: Keeping in mind that this will likely be the way people try to contact you, make sure you have the company name, phone number, website, contact e-mail, and any social media contacts. You should put your name above the company name with your title below that. It should also have a variation of your logo and should match your letterhead and envelope.

Now, you need to debate if you want to add some additional functionality to the card or not; if not, the basic card is fine. Non-standard materials (metal, plastic, bamboo) are more expensive but make the card less forgettable, but don't use it if you just want something for conventions (most business cards are tossed at the end of conventions so the extra price doesn't make sense). You can choose a folding card; these are great when you don't mind (or charge for) adding a sketch. You can also get a business card with an RFID chip in it that allows you to give out your information via smartphone.

This is the most vital part of your company identity package so have fun with it and don't hold back.

Mail Shenanigans

You can also debate adding art to your envelopes. Some comickers add cartoons to the packaging as a bonus to their fans, while some draw on the envelopes they use to respond to postal mail. You can also print something on the usually blank side of your envelopes or even print off small "thank yous" to be inserted into any envelopes. While this is debatable (most people do use e-mail, after all, and it's an additional expense), it does add a certain cool factor and is something fans usually appreciate.

You can also stick a small gift in with your books and envelopes as well. However, if you're going to stick it in with a book, make sure that it's either flat (like a bookmark) or fits in a space not occupied by the book to avoid damaging the book. Again, there's additional expense and work involved, but these also add a certain degree of fun to the package, especially if it's unexpected, and that's something fans appreciate.

Book Covers

Book covers need to be designed, and this means the entire book cover: front, spine, and back. The front needs to have the author's name (the writer and artist, as applicable), title, volume number, and cover image; you can either copy one of the interior panels or have fun, but the image needs to be created specifically for the cover. The spine, if needed, needs to carry the same information as the front, but trade the company logo for the cover image; you can include a smaller, possibly cropped, version of the cover image.

The back cover is where things get weird. First, the ISBN should go in the lower right corner; it needs to be easily found. You then have two choices: ad or info. If you decide to go with information, then you need a blurb or writer/artist bio(s). If you have bios, include pictures of those whose bios are used; otherwise, you can either include some version of the cover (either a different version or a cropped version). You can include snippets of reviews and images of any awards the book has received. You can obviously have a lot more fun than the front cover but don't get too clever. Of course, you can just put an ad here.

[It needs to be noted that there is a lot of science to designing the back cover and that science is there for a reason. While some rules can be broken, don't break them without good reason.]

Press Release Images 

The press release is all about showing off so it needs its own art. You actually want two different levels of art here: clips from the actual comic and art created for the press release specifically. You want to show off your projects, so make sure that there are some scenes from the comic, concentrating on the emotional moments, the big reveal, and of course the fights. You should also include some art specifically created for the release, such as team shots, important items and locations, and some stuff for the fans.

The images need to show the comic at its best while showing what it's about. They need to be honest about the plot and rating for best effect; don't show anything but couples hooking up if it's all about war and don't limit the images to the violent ones if it's about building a village. The press release should be all about spreading the word about your comic, and that means being honest about what's there, not merely marketing it to an audience that will reject it when they find out what it's really about.

Website Images

Obviously, you will need some images for the website. First, use images for your press releases, but allow for some that fans can download; having downloads makes people happy. Second, have fun: Even the buttons can be used as graphic elements (rather than mere text) and this means you can have them do things on a rollover or click; imagine a kid going through your site just seeing the activity that causes. This also works well with horror sites if used sparingly, and can add an element of fun. There should also be videos, and not just trailers or clips: Interviews and "making of" segments, especially those that highlight problems, can really help increase your fandom.

Social Media Images

Let's take the "website images" concept one step further: You can use all of the images (including video) on your social media pages (but you should limit them so people have a reason to visit the site), but there is some content that just works better on social media and that people are looking for, such as candids, fun shots, and those that just don't fit. Your website is your stern older brother while social media is your fun younger sister: You want your website to look good and be professional, but you want your social media to be more fun and not so professional. Keep it clean and you should do okay.

Avatars, Emoji, and Stickers

You also need to look at the smaller images. Fans like using pictures of their heroes on social platforms as their avatars; you should encourage this by making small pictures of the logos and characters available to them. You should also look into creating an emoji set for your project, but only if it's got strong graphic elements or some unique aspects or items to it; a cool symbol or gesture makes it worth it. You should also consider a virtual sticker set, especially if kids are your audience; they just like spreading the news of whatever they like, and stickers in a post are a quick and easy to do it.

Flyers

You need to get the news out somehow, and flyers are still one of the best ways to do so. These are 8.5"x11" .5" margins (or roughly A4-sized) with all of the relevant about the comic and/or appearance of the person/people in question. These are great if you're going to show up at a convention, do a book signing, or just show up at a library; they help ensure that people will show up. You can also send them with books or make them available on your site or social media platform. Try to cover as much of the area as possible and you should be okay.

[Tags are not necessary, but if you do include them they should be no more than 3/4"x2" (1.8 cm x 7.5 cm) with 8-point type to allow for legibility and number.]

Posters

Of course, you're going to want posters. Mini-posters are great freebies and should be included with any packaged books, if possible, while full-sized posters make great collectibles. The main logo needs to be plainly visible and it should include more than just the cover of the book; it should either be of some epic moment or a collection of moments and/or characters. It needs to be noted that we're talking promotional posters here, after all, not display posters; while many of the same rules do apply, you are trying to use it to sell something, after all, and that needs to take precedence.

Booth Art

You should also be debating what your booth is going to be looking like. This means all sorts of possibilities, from posters and cut-out characters to even using glass containers for freebies to plastic tubs. The important part to keep in mind here is that you should have some art from the book as well as some that highlights the characters behind you, as well as debating standees (those huge cardboard figures). Don't go overboard; you want it to look good, not garish, after all, but do have some fun. Keep in mind that you will also need to transport, set up, and close down all of this, so there are incentives to keep it simple. Still, this is part of your marketing, so have some fun.

* * * * *

In essence, you need to keep in mind that when you're planning the art, you're going to need to plan a little more art than just the stuff that goes into the book. While there is going to be the temptation to re-use art from the book's interior, try to avoid that as much as possible; marketing art works best if it's basically fresh art. While this does mean that it may take an additional week to do all of the necessary artwork, it can definitely be worth it to take the additional time. However, you can have more fun with this art than you do with interior art, so take advantage of it.