How Romance Novel Covers Have Evolved Through Time
As a long-time avid reader of romance novels, I have been witness to the evolving landscape of this genre over the years. From the traditional covers featuring swooning couples to the contemporary illustrations that now dominate, it’s fascinating to see how publishing houses adapt to trends and cater to their readers.
During the peak of his modeling career in the ’80s, Fabio Lanzoni (commonly known as just Fabio), claims he was working on up to ten romance novel covers per day. With his long, golden hair cascading, his shirt frequently undone or completely removed, and usually holding a woman close to him, his aim was to embody readers’ idealized fantasy figure.
Fabio, currently residing in Los Angeles at the age of 65, expresses that the world seems to be flipped on its head. He emphasizes the necessity for increased love and romance in our society, as he finds the media, including TV and news, to be overwhelmingly negative. He suggests that people are yearning for an escape from reality, which these books provide through their fantastical elements.
The ongoing fascination with diving into a captivating love story is one factor contributing to the fact that over a fourth of all adult fiction book sales are in the romance category, as reported by Circana BookScan. Avid readers of this genre have long recognized that the cover art serves as a pledge of the experience they’ll encounter within the pages.
In conversation with publishing professionals, art specialists, and scholars, TIME explored how the visual representation of romance novels has changed over time. From depictions of people in passionate poses to suggestive images of fruit, we’ve moved towards simpler, almost cartoonish illustrations. Though styles, color choices, and artistic approaches may have shifted through the years, one consistent aspect is that the genre’s visuals accurately reflect its content. The cover art of a romance novel establishes the expectation for a love story concluding in a satisfying resolution.
In this piece, we delve into the dominant themes in romance novel cover designs over the years, showcasing some iconic examples that significantly shaped the genre’s visual landscape.
Early roots in World War II-era novels
In the aftermath of World War II, I find myself drawn to the fascinating evolution of modern romance novel covers. This transformation mirrored the surge of mass-market pulp paperbacks, adorned with vibrant illustrations that bore little resemblance to the tales within. However, romance novels stood out—their covers, akin to movie posters, showcased imagery directly tied to the storyline. The genre gained prominence in the U.K. during this era, with Barbara Stanton’s 1943 wartime romance “W.A.A.F. Into Wife” being one of the notable examples. Its cover depicted a woman in uniform being admired longingly by a pilot. As the National Health Service was established towards the end of the 1940s, medical romances became particularly popular, and the physicians and nurses in these narratives were often depicted on the covers of their respective books.
In approximately the same period, the Canadian publishing company Harlequin began reissuing British romance novels. Noticing a higher success rate with these romances compared to their other titles, Harlequin increased its publication pace, ultimately establishing itself as a major romance publisher within North America.
The rise of the clinch cover
In the spirit of the sexual liberation movement during the 1960s and 1970s, romantic book covers transitioned to reflect the changing times and grew more sexually explicit, as noted by Jayashree Kamblé, president of the U.S.-based International Association for the Study of Popular Romance. This era gave birth to the clinch cover – jackets displaying a couple locked in an intimate embrace. A striking example can be found in Kathleen E. Woodiwiss’ 1972 novel “The Flame and the Flower,” a key work in the historical romance genre, which showcased an illustration of a woman delicately positioned against a strong, muscular man.
As time progressed, cover art featuring intense embraces between a muscular, often bare-chested, hero and a long-haired heroine became commonplace. This style of cover artwork, known as the “clinch cover,” was initially popularized by publishers such as Playboy and Avon during the mid 20th century, according to John Markert’s 2016 book, Publishing Romance. Over time, these covers grew increasingly sensual, with the ’80s and ’90s seeing a particularly explicit evolution. The term “bodice ripper” emerged during this period, often used to represent novels in the historical romance genre that included graphic sexual content and at times, violence.
As women enjoyed more freedom to explore relationships with multiple romantic partners in life, that reality was soon reflected in fiction. More scantily clad men appeared on romance book covers to appeal to female readers, and the stories centered on more female protagonists who had full, complex lives outside of their romantic relationships. “The 1980s and 1990s saw women not only in the larger workforce, but also not just dying to meet a man and settle down,” Markert says. “These are the contemporary romances, and we see women who are divorced or who have to choose between two sexually attractive men, both of whom they might well be having sexual relations with.”
During the ’80s and ’90s, the period of the supermodel, Fabio emerged as the go-to model for romance novel covers, gracing the fronts of books such as Johanna Lindsey’s “Tender is the Storm” and “Gentle Rogue”. In 1994, Beverly Jenkins’ “Night Song” marked a historic milestone by being the first major publisher to feature an all-Black clinch cover.
Step-back covers allow for discretion
In the late 1980s and early 1990s, some publishers began creating “step-back” book covers to accommodate shy readers who didn’t want to be seen with explicit romance novels in public. These covers gained popularity following the success of authors like Judith McNaught, particularly her historical romance novel “Something Wonderful” (1988). The front of these books would usually display a landscape, but upon turning the page, readers would discover a second, more provocative cover showing a clinch-type image.
Sexy single-object photos
The 2000s proved that sometimes less is more. The designers behind jackets for Stephenie Meyer’s Twilight and E.L. James’ Fifty Shades of Grey series favored single objects under a spotlight against clean, black backgrounds, like an apple or a loosened necktie. The books in Maya Banks’ Sweet series each featured a different juicy fruit, and the choice of which fruit to use was a carefully calibrated decision. Notes Erin Galloway, a publicity director who worked on the Banks books: “We couldn’t use a banana.”
Going graphic
Illustrated covers featuring whimsical, vibrant, and somewhat generic images of two individuals engaged in ordinary, harmless activities such as dining together, lounging on beach towels, or tenderly hugging have become the go-to style for modern romance novels recently. A notable example is Jasmine Guillory’s 2018 debut novel, “The Wedding Date“. The outline of figures on the striking red cover is reminiscent of Jane Austen’s “Pride and Prejudice”, aiming to attract readers who may not typically associate themselves with the romance genre. As Cindy Hwang, vice president and editorial director of Berkley (the publishing house for Guillory and other prominent authors like Emily Henry and Ali Hazelwood), explains, this design achieved what was intended: it piqued the interest of many readers outside the traditional romance demographic. To date, “The Wedding Date” has sold over 200,000 copies.
In the budget-conscious publishing sector, opting for graphic illustrations over photoshoots with models is a more economical choice. Hwang acknowledges that this aligns with the readers’ interest in saving money, but she also points out that these covers allow readers to imagine the characters in their own way, such as headless torsos. Additionally, for Young Adult romance novels, which cater to a diverse age range of readers, publishers can keep older readers engaged by featuring timeless, ageless illustrated figures.
As a long-time bookseller at a local bookstore, I have come across numerous instances where customers are taken aback by the content of a book based solely on its cover. In particular, I remember a cartoonish jacket image of a steamy romance novel that left some potential readers feeling uncomfortable and unwilling to delve into the story due to the suggestive nature of the artwork. This experience highlights the importance of accurate representation in book covers, as it can greatly impact the perception of the content within. While I understand that publishers may use eye-catching imagery to attract customers, they must also be mindful of potential misconceptions and ensure that the cover truly reflects the tone and style of the book inside.
Bold lettering shouts
In today’s digital landscape, series like Sarah J. Maas’s “A Court of Thorns and Roses” and Rebecca Yarros’s “Fourth Wing” – which aren’t typical of the genre but instead blend romance and fantasy (known as romantasy) – often feature large, vibrant typography and eye-catching colors. This design style is one way publishers strive to stand out in the competitive online market.
In my role as an art director at Simon & Schuster, I firmly believe that our book covers should be just as compelling, whether viewed as a tiny thumbnail on social media platforms like TikTok and Instagram, or in their printed form. For instance, the designs I oversee for Lynn Painter’s popular YA rom-com series prominently display neon block letters, ensuring that the titles take up most of the cover space. This design choice isn’t just about aesthetics; it also caters to young readers who may not be familiar with cursive script, as pointed out by Liz Casal, the artist behind Painter’s book covers.
A shift toward inclusivity
Traditionally, the realm of romance literature has predominantly featured narratives penned by straight, white, heteronormative, and physically-abled authors, portraying characters who resemble them. However, in recent times, an increasing number of authors are breaking this mold, offering stories that mirror the rich diversity of our global society. Consequently, book covers are also evolving to be more inclusive, providing readers with a wider range of opportunities to identify themselves within and on romance novel covers.
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2024-08-01 16:08