

"In short," the post said, "the covers of most novels 'about Africa' seem to have been designed by someone whose principal idea of the continent comes from The Lion King."

Image by Simon Stevens

What makes the persistence of these tired and inaccurate images even worse is that we're living in an era of brilliant book design (including this lovely, type-only cover for Chimamanda Ngozi Adichie’s Americanah; her novel Half of a Yellow Sun begins the collage above). So why is it so hard for publishers of African authors to rise beyond cliche?


He points first to "laziness, both individual or institutionalized." Like most Americans, book designers tend not to know all that much about the rest of the world, and since they don't always have the time to respond to a book on its own terms, they resort to visual cliches. Meanwhile, editors sometimes forget what made a manuscript unique to begin with. In the case of non-Western novels, they often fall back on framing it with "a vague, Orientalist sense of place," Mendelsund says, and they're enabled by risk-averse marketing departments.

"By the time the manuscript is ready to be produced, there's a really strong temptation to follow a path that's already been trod,” he says. “If someone goes out on a limb and tries something different, and the book doesn't sell, you know who to blame: the guy who didn't put the acacia tree on the cover."

He adds that the underlying issue can be more pernicious: "Of course, there are the deeply ingrained problems of post-colonialist and Orientalist attitudes. We're comfortable with this visual image of Africa because it's safe. It presents 'otherness' in a way that's easy to understand. That's ironic, because what is fiction if not a way for you to stretch your empathetic muscles?"


But change comes slowly. One day, Mendelsund predicts, there will be a best-selling novel by an African writer that happens to use a different visual aesthetic, and its success will introduce a new set of arbitrary images to represent Africa in Western eyes. "But right now, we're in the age of the tree," he says. "For that vast continent, in all its diversity, you get that one fucking tree."