I came across some of the original cover art mock-ups and sketches I did for Pretending You Care: The Retail Employee Handbook, so I thought I’d share.
Originally, the book was simply to be called “The Retail Employee Handbook”, so when it came time to do a cover mock-up for use in Hyperion’s fall catalog that year, I drew the artwork above. Before the catalog was printed however, the folks at Hyperion made the suggestion that we make “The Retail Employee Handbook” the subtitle of the book and take part of one of my chapter names (Faux Empathy: Pretending You Care) for the main title instead. It was a great idea, but the artwork no longer fit the title. They used this art for their catalog, but we needed something different for the book when it went to print. So I went to work on some new designs.
As you can see in the sketches above, I tried to incorporate the original layout into the “pretending you care” theme, but it didn’t work out too well. Having Cooper, Marla and Val stand close together behind the counter worked when they were scared of the looming crowd of angry customers, but not so well in the new context. So I switched gears and decided to simplify the design.
There were probably about half a dozen other sketches before the one above was settled upon as the winner. It was given the green light by Jay Kennedy and the folks at Hyperion, so I went to work on the finished artwork.
Ah, but when the artwork was finished and submitted, some marketing people somewhere decided that having two women on the cover might give people the idea that the book was only meant to appeal to women. So, it was suggested that we put Cooper behind the counter instead. I argued that it wouldn’t make much sense in the context of the strip (save for Cooper’s short stint in the shoe department), but the powers that be were pretty adamant on the subject. I was reminded that despite the old adage, people do indeed judge books by their covers.
In the end I decided to defer to their experience in the matter. I figured the fans of the strip probably wouldn’t give it much thought, and that anything I could do to maximize the odds of getting the book into the hands of people who weren’t familiar with the strip was a good thing. So I Photoshoped Cooper into the scene and the cover was finished.
In retrospect, the change was probably a wise one … and I’ve yet to get any angry “Hey! What the hell is Cooper doing behind the counter?!” emails.
I think one of the hardest things to learn as a professional artist is when to make concessions for the sake of your editor/clients, and when to stand your ground. You don’t want to cave in to every suggestion, but you also don’t want to shoot yourself in the foot just to defend the absolute purity of your ideas either. It’s a balancing act to be sure. It’s not always easy to make compromises without damaging the integrity of an idea, but it’s an essential skill to learn in this profession … and one that I think can ultimately make you a more successful artist.
Great Norm, now I’ll have to read the book again because seeing the cover made me want to!
I like the varied expressions in the second version, and the happy mask in three and four. Of course, I’m also partial to the first version.
Interesting about the gender interpretation change. They pay people to think about those kinds of things. Huh.
Speaking of getting things into more people’s hands, are your powers that be happy with the book’s success? Any talk of sequels or compilations?
I agree with “Nuveena”..that second version was SO Perfect..down to the mother with kid and the Crazy hat lady!And the looks on their faces would have been priceless?
I DID love the book, BTW..How well did it do sales/reviews wise, anyway? and when ARE we going to see more RETAIL books?
What about a cartoon series??
Interesting to see all the thought behind the process.
I have to echo nuveena and chris, are there any more books in the future?
Smigliano mentions a cartoon series and I assume that he is referring to animation. If this is ever considered I would love to have the chance to Audition to be a Voice. I could be Stewart in a smarmy, snooty, weasel voice. I could do Keith in a faux- educated voice, I would love to do the voices of some of the customers, as I hear most of those in my head already! ( only when I am reading their lines, not in general!!) Or seriously I would love to do the voice of Lunker!! I have had his voice in my head since his debut!
When I saw the printed cover, the oddity of Cooper being behind the counter did cross my mind… But I just figured it was due to the fact that Cooper is really more your main character, and illustrating his stock person “trials” on the cover wouldn’t be as iconic as a cashier scene. Never thought it was due to a gender issue.
“Hey! What the hell is Cooper doing behind the counter?!”
Hi, I work at a large bookselling conglomerate and I came across your book one day. I’ve made it a point to read it on my breaks and have been addicted ever since. I realize this dicks you out of a book sale, but I feel the dissent I’m spreading as a result in the form of photocopied comic strips I’ve been posting mixed in with our own propaganda more than makes up for it. Thanks for helping me get through the day.
I like the one with the irate bald customer, and the one with the two women on the cover.
Interesting process.
“Hey! What the hell is Cooper doing behind the counter?!..in a nicely done tie?!”
I knew about your book before your comic strip. I love it all the same. How I wish I knew about it before I gave up on a career in retail. It would really help me a lot on those tough days.