Page 182 - Visual Marketing

75. A Recipe for Success in Publishing: Using Beautiful,
Evocative Images Reinforces the Essence of a Publication

W hy is there a big red ripe tomato
on the cover of the cookbook The
Gourmet Bachelor? Chad Carns,
art director, writer, and aspiring celebrity
chef, chose the image because it visu-
ally expresses what the book is all about:
using easy-to-find fresh ingredients to cook
impressive meals. People told him to put
a photo of himself cooking on the cover.
“But I’m not the bachelor—I’m the guy who
knows how to help bachelors cook. The
readers are the bachelors,” says Carns with
a grin. (He is actually married.) First and
foremost, he wanted the cover to feature
delicious food and to be universal.

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