I'm guessing this tactic doesn't work nearly as well online as it does in the store. Usually I look at the description and customer ratings instead of the cover. But yes, I can see how a flashy cover can attract buyers in the store.
Colorful chess books
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I saw a book on the sicilian defence with on the cover a... a gun. Really, a revolver just like it was some sort of poor crime novel.
It was the most grotesque cover I've ever seen in chess, i wouldn't buy that book even if it was good.
It has been my recent observation that chess books are using a common tactic used by packaging of other merchandise in our day --bright and dazzling colors. I found myself attracted to many books, and purchased ones I don't really need. I came to the foregone conclusion when I stared at the brightly orange colored book entitled "Combinations" by Jeremey Silman. It's a great book but there are times I don't need to read it when I'm mysteriously attracted to it. Beware of this the next time you are in chess book section of Barnes & Nobles or other chess book sellers.