Interview with Book Interior Designer Val Sherer

Editor’s Note: This is the first in a new series of interviews with BAIPA service providers. If you are interested in being interviewed or being an interviewer, contact webmaster@baipa.org.

What services do you offer authors? What does interior book design mean? 

I take a manuscript, usually in a Word document, and put it into InDesign to create the final look before the book is published. I create a design that suits the genre and the author’s vision for the book. My motto is “Your book, your way.” I let the author decide on a lot of things, and we’ll go back and forth until the book is completed. I have over 30 years of experience in book design and in that time, I’ve done a bit of everything, including  a recent graphic novel for a BAIPA member. I’ll put covers together if the author already has one designed or has a photo they want used. 

Tell me about your experience and your approach to the work.

I worked for a book packager in the late 80s and early 90s, and I got into desktop publishing through a 2-day course I took with them on Ventura Publisher. From then, I was hooked. I’ve since moved to working in InDesign, and I can do almost anything on it, or I can find out how to do it. I’ve worked on college textbooks, which often have complex designs, as well as fiction or non-fiction for one-time small authors, including multiple BAIPA members. I’m flexible and will adjust to whatever the author needs, as long as we follow professional standards. 

What do you charge? 

There’s a range, I charge by the page. A simple book design can start at $300 and can go up to $1,000. Well-edited manuscripts keep costs down.

What do you enjoy about this work? 

I love getting a book set up, making it look good and professional. I edited a little bit for a client one time to go the extra mile and make sure it looked great. Very often, I spot spelling or grammar errors and point them out to the author. 

What are the biggest challenges you face when doing your work?

My biggest challenge is people who come in who think they know it all already, or whose book is not properly prepared for book design, if it’s not properly edited then it’s not ready to be designed. The more work that is done upfront makes it easier for me to do my job. 

What do you do when you’re not designing books? 

I love gardening and I go to hydrotherapy at the pool, where I have made many friends. I also love camping. I used to work part-time for the Angel Island Association, managing the volunteer program, so I’ve always loved the outdoors. While at the Association, I published several books related to island history. 

Here’s an example of a page spread designed by Val Sherer, from Tom Ucko’s “Born on the Run.”