Lately I’ve been asked to make books look like the ones they sell at Urban Outfitters. So I had to stop and think what kind of book does Urban Outfitters choose to sell. Obviously, it’s not just about the cover, although I’m not sure publishers realize that. If I had to describe their book inventory, what would it be: hip, modern, ironic, trendy, maybe a bit vintage. It’s not too difficult to put that on the cover, but it really ought to be inside the book as well.