Anthony McGowan

One of the stranger recent cultural shifts is that teenage fiction has become a branch of oncology. Cancer is rampant. You're barely a chapter in before a tumour erupts or a lymphatic system turns nasty. Young heroes and heroines are terminal from page one, or a friend is, or a parent. The shadow of premature death has fallen upon the genre: one half-expects Waterstones to be staffed by Macmillan nurses.

It is axiomatic (though wrong) that teenagers will read only books that reflect teenage experience.

Do you judge a book by its cover? Designers Jon Gray and Jamie Keenan shared their theories on attracting readers – from cute cats to alluring perfume – at the Edinburgh book festival.

1. Face theory: Research suggests that human beings spend 48.6% of their lives decoding facial communication, so a big draw for a potential book buyer will be the familiarity of a face. The cover of Nick Hornby's Otherwise Pandemonium, for example, uses a cassette tape to create the image of a face.

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