Jacket and Title

Jacket

Folha de papel sobre a qual se imprime o título da obra e que a envolve, enquanto brochura; nos livros modernos é usualmente feita em papel colorido, com desenhos mais ou menos vivos e atraentes.1

IT IS NOT likely that the oldest trade books, published at the end of the fifteenth and the beginning of the sixteenth century by Anton Koberger and Aldus Manutius, were given jackets. It seems that these first came into existence around the middle of the nineteenth century, when the production of books was industrialized. Their purpose was to protect the valuable binding, at least for a time. Different from the cover, the jacket bore the title of the book and often further particulars also on the front panel.2

The cover or jacket of a book conveys a message about the contents of the volume, influencing both the retailer who stocks the book and the potential purchaser in the shop. The cover of a novel may echo the book’s plot or characters; it may evoke a feeling in the reader, with a suggestion of danger, passion or mystery.3

It is regrettable that over the past thirty years the quality of book covers has declined; at the same time the design and form of the jacket, which lures the buyer, has been further and further refined.2

Covers are frequently a cause for concern to authors, publishers, and designers. The authors wants the cover to represent the content; the publisher must consider the views of both the in-house art director and the marketing manager; while the designer and illustrator take a brief from commissioning editor. The front cover usually has a greater visual impact than the back cover: the front cover proclaims, the back cover reminds; the front says ‘hello’, the back ‘goodbye’.

At times this was merely a straightforward copy of the title page with, perhaps, a border drawn around it. In the first decades of our century it was the cover itself that, to its detriment, became the carrier of a marketing tool: the title.2

The title should be big, designed interestingly, and be easy to read”“(…) has to be strong and healthy.”2

Palavra, frase ou grupo de caracteres que identifica um documento ou uma publicação, obra ou uma das obras nela contidas, em geral directamente relacionado com o tema principal de que ela trata. As primeiras obras impressas não tinham título; esse papel era mais ou menos assumido pela primeira linha do texto, o incipit, composto algumas vezes em caracteres mais fortes que os do texto. Com o avanço da arte de imprimir foi conferido ao título um papel e destaque cada vez mais importantes; foi apenas depois de 1460 que alguns impressores começaram a imprimi-lo em folha separada, mas assumindo uma forma muito discreta e simples. Uma publicação poderá apresentar, com frequência, vários títulos, por exemplo na capa, no rosto, na lombada, etc. e esses títulos podem ser idênticos ou diferentes, consoante a finalidade que se pretende atingir com cada um deles.1

“Boring titles get bypassed on bookstore shelves. Your title needs to be daring, unusual, intriguing, humorous, shocking, promising, sexy-it needs to evoke emotion and grab interest.”5

1Faria, Maria Isabel & Pericão, Maria Graça. 2008. Dicionário do Livro. Edições Almedila, SA: Coimbra.

2 Tschichold, Jan. 1991. The Form of the Book: Essays on the Morality of Good Design. Original edition, 1975

3Matthews, Nicole and Moody, Nickianne. 2007. Judging a Book by Its cover. Ashgate Publishing Company

Haslam, Andrew . 2006. Book Design. Laurence King Publishing Ltd

5Splane, Lily. 2002. The Book Book: A Complete Guide to Creating a Book on Your Computer. Anaphase II Publishing

Patrícia Medeiros | 8067 | Turma B

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About Patrícia Medeiros

Aluna de design de comunicação, interessada pela arte e pela actualidade.

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