Judging a Book By Its Cover

Judging a book by its cover... Okay, I know I do this - and not just with books. I've learned a lot about snap judgement and while they are good from a biological standpoint to protect us, they are sometimes harmful in working and associating with people. One of the authors that I really like recently had a dilemma: she wrote this incredible book (trust me, it is - see here), which had gotten rave reviews and awards, but was having a hard time getting people to pick it up. Now is where I feel a little guilty...I was one of those people. The Dragons of Alsace Farm had been on my Kindle, on my to read list for MONTHS.... but I always passed it up, choosing to go with something more comfortable and "known" - AKA, pretty cover, predictable setup, author I'd read more from (and knew at least a little of what I was getting into), etc.

Part of her proposed solution to the dilemma was changing the cover. I was intrigued, but I really didn't know enough about the story to help. So when I scrolled through my kindle, trying to figure out what to read next, I realized now was my chance to read this book. It was INCREDIBLE! Does the cover do it justice, no not really, but it relates to the story. Yes, the title ties into the story wonderfully, but from a quick glance, I think "dragon" = fantasy, which isn't really what this story is about. So back to the author's original dilemma (changing the title isn't an option because it is up for awards, etc.) - how do you make a cover to attract the right audience?

This is an interesting question - not only from an author's perspective, but also from a graphic designer's (which I am not, but I appreciate), and a reader's. What makes me pick up the books that I do? What vibes is the cover consciously and subconsciously giving off? How does someone who might have never even read the book design a cover that will attract the people who would love this book? Is it a game of association?

Honestly, as a reader, I've become pretty attuned to certain key words. I know what I like, and I know what I don't (and want to avoid).

Avoid: heat, steam, etc.
Look for: sweet, clean, Christian (sometimes), inspiring, well-written, etc.

What do you look for in covers? Are there words/images you avoid?