Yes design does matter as well as profeshionalism. If you cover lookes like a cartoon you will appeal to that type of audience. Even the adults that usually like anime want a certin type of animation. You could even set out a post having people vote for what is the best image. But most of all be unique even if only in suddle ways. If you create a game that could be an alternative to D&D then focus you images to fit what is different about your world or game. You are the target of your design if you dont like it then people like you that might like the game probibly won't like it.
But pour design and art can be over come with good advertisment and overall content. You could create a need for people to buy your book choose something unique about you game to any other an play off of that. I bought the D&D 3rd but still I hated the cover however I needed it because that was a popular game to play. A lot of the art in there monster manuals sucked but that didn't matter because they had the respectfull audience.
The best way to advertise that I can think of that doesn't cost much is word of mouth create a good game give some copies out and get a group. Mabie even ask some comic book stores to give them out for free or if there coustimers buy something that way the store gets something out of it also.

O ya you want to be carefull about the little things in your book. Even down to the color of the page matter bright white copy paper is not good look at most books that is not the color of choice. That colos is only good for resumes and letters.
Bright white actually hurts peoples eyes after reading them for so long soft colors are good and black is usually the best for the font.
If you want a fancy font then by all means Currier New and New times Roman are the former and current government standerd. The size of the font is subjective Personally I don't want to need glasses to read the book but 12 font is usually a good idea. If you use a fancy font print out a page written in that font and determine if you get sick of reading it that way.

Let me bring in some advice from someone who has just finished a game. It's pretty contrary advice to the rest of this:

Pay for art.

Get amazing art from artists who seriously care about your game. Flip through some RPG books and find art you like. E-mail whoever did it. It won't be that expensive.

This is how I found Keith Senkowski for my recent game, and it shows that he read the game and liked it.

Illustration, typography, design, etc. it all matters. But first, print out your written word only and get it heavily reviewed by a few people who weren't in on the development. It's got to stand on it's own, first.

Case in point, I just finished reading Clinton's latest, Shadows of Yesterday. I feel I would have liked this book if it didn't have ANY art, typesetting, or design. The reason, it's a FUN read and the game rules are interesting. The design he put into it only makes it better.

So, if your game turns heads as TEXT only, then go for it. Good luck.

Gary

Split from How to design your product image.

Clinton and Gary, help out - please don't post to resurrections.

Best,
Ron

Apologies, Ron - I didn't note the start date.

Oops. My bad. Was going by most recent posts rather than start date on this one. No more raising the dead.