All the cover designers I have used offer packages: $X for an e-book cover, $X for an ebook cover + a paperback wrap; $X for more iterations of changes; $X for marketing graphics to go along with a book. If they have to ask for more because I asked for some special artwork or an expensive stock photo, that’s fine—I just want a general idea.
If a cover designer doesn’t include prices on their website, I cross them off the list.
Do they offer a contract?
The thing about contracts is that if the other party chooses not to follow through on the terms, most of us can’t afford a lawyer to go after them, especially if we’re talking in the realm of only a few hundred dollars. But a contract means that the designer is trying to be professional and willing to hold themselves to a standard. The contract protects you and it protects them. And, if you’re trying to get the bank to stop a payment, or you want Paypal to refund money for services not rendered, having a contract gives you leverage.
Always read the contract up front. Don’t sign anything if you don’t agree with or understand the terms.
That said, even a simple contract is better than none.
If they don’t offer a contract of some kind, I cross them off the list.
Do they require payment up front?
Some designers require a 10% or a 30% or a 50% deposit up front. This is fine. They are protecting themselves—it means they take their work and your project seriously.
Some don’t require any upfront payment. This is fine too, but don’t be the jackass that asks them to design a cover for you and then decide you don’t like it, paying them $0 for their time.
Some designers require payment in full up front for a custom design (not pre-mades—they’re different because you’re buying a completed design). If you encounter a designer like this, run like the wind.
If a designer wants full payment up front, I cross them off the list.
Step 3: Reach out.
By the time you’ve vetted your list of cover designers, you will probably have gotten it down to only a few. Last time I went through this, I got down to three designers, and picked the one whose designs I liked the most.
At this point, you can also make judgement calls about their communication—do they respond to emails? Are they timely? Do they ask you for information about your genre and your work and what you’re looking for? Do they send you invoices or just request money? Do you like their communication style? Do they make sense? Is this someone you are happy to work with for the entirety of your series?
If so, congratulations! You’ve found a cover designer!
If you’re one of the unlucky few that ends up crossing off EVERY designer from your list, then just start over. I guarantee you—there are thousands of cover designers in the world. One of them will meet all your criteria (as long as your budget is reasonable).
Did I miss anything? What criteria do you use to choose your cover designers?