Special Topics Paper: Trends in Novel Titles: How and Why do They Emerge?

In my paper, I explore the way certain types of titles (such as the infamous "Blank of Blank and Blank" format) become trendy, and the reasons behind such trends. It turns out, there's basically no scholarly research or data on this, so it's hard to develop a clear theory. However, I ended up arguing that there is no perfect formula for developing a trendy title, and no way of predicting what trends will emerge. Rather, the best way to understand trends in titling is to understand appeals. Readers come to associate the words, phrases and structures in specific types of titles with specific types of stories. A familiar type of title promises to the reader that the book will deliver on certain appeals. As more novels with similar titles become popular, the power of that type of title increases as a sort of advertisement to readers.

First, I go through some common perspectives about what makes a title strong, and what kinds of titles are most popular, and examine the way that numerous titles (and types of titles) have become iconic and successful despite breaking rules and traditions. Thus, there's no foolproof guide to creating a trendy title.

Then, I look at a few examples of current trends, and show how each connects to a set of appeals. For example, the "Blank of Blank and Blank" title has come to indicate a story with a fantastical setting (ranging from medieval to dystopian future), high drama, romance (often quite spicy), a dark (but not too dark) tone, flawed characters, and a highly engaging plot. As another trendy example, titles that begin with a preposition (Where the Crawdads Sing, Beneath a Scarlet Sky) often indicate an immersive setting that drives the story in the same way a character might. They also suggest a lyrical writing style, and a bittersweet, thought-provoking tone.