Mythological Imagery Thrives: Old Symbols on Modern Day Book Covers
Some thoughts about cultural mythos and marketing.
The old adage ‘don’t judge a book by it’s cover’ has important subtext, but inevitably we do pay attention to the aesthetic qualities of book covers when we go to purchase a book. These covers are an important marketing tool for publishers to, hopefully, inform potential readers about the genre, ideas and general feel of a book. What becomes particularly interesting is the trends that emerge across the shelves of book stores.
Mythological retellings is a recent trend that has grown a distinctive aesthetic and emerged as its own subgenre within the fantasy/history fiction umbrellas. Amphorae, the ancient Greek or Roman jars, settle within the borders of books, as birds, snakes, and insects emerge from dark backgrounds, and flora grow in between the gaps. Colour blocking between black and gold, black and red, black and blue creates harsh contrasts and clearly displays the figures of women and bold book titles. Foil adds metallic qualities, drawing out the magical qualities of mythology with golden leaves and shining wreaths, and roaring fires threatening the margins. Embossing emphasises the titles as they become declarations of their subjects.
Existing cultural understandings of mythology, particularly Greek and Roman which many of these books focus on, are utilised to advertise these books. These mythologies fill our museums and art galleries, are suffused in our language, decorate our buildings, our clothing, are made into jewellery and inked into bodies. Since the Renaissance and Enlightenment, they have remained cultural fascinations within the Western world. Their narratives fascinate us through their magic and wonder, but many of these stories demonstrate how humans 2000 years ago felt the same emotions we do today.
It is no surprise then that books reimagining and bringing fresh life into these stories has grown in popularity, and that publishers are emphasising their value on book shelves through the use of shining foils and the embossing or debossing of text and significant symbolism. And book designers are able to draw on centuries old symbolism that still exists in the cultural milieu. They present old ideas in new contexts through bold aesthetics that jump from out from bookshelves. And through this trend have developed a clear aesthetic, so that both the symbolism and the visual qualities of these book covers indicate to readers they are picking up a mythological retelling before they read the title or blurb.
Some of my favourite publications of mythological retellings are: Circe by Madeleine Miller (you can read my recent review), The Children of Jocasta by Natalie Haynes and Ariadne by Jennifer Saint.
Some I would like to read: Psykche by Kate Forsyth, Elektra by Jennifer Saint, and Medea by Rosie Hewlett.