I think the job of the cover is two-fold. First, it should stand out from the crowd with a distinctive combination of design and color and second, and most important, clearly convey the title. A good title can get someone to look further. Won't do any good if you can't easily pick it out from the background design.
Like a postage stamp, the cover should catch the eye with a splash of color or a bold design, but the key thing to me is to be able to read the title no matter how small it is.
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