The cover art of New Moon was designed by Gail Doobinin and photographed by John Grant. Meyer has expressed on numerous occasions that she had no hand in choosing the cover, and said that she does not like it. She described it as "a very lovely ruffled tulip that means nothing at all". Originally, Meyer suggested a clock image for the cover as she saw "time" as one of the most important themes of the novel. However, the artwork team that designed the cover chose the image of a tulip losing one of its petals, aiming to represent Bella losing a drop of blood.
When Meyer finished writing the book, she wanted a title that referred to a time of day to match Twilight. As it reflected the mood of the sequel, she titled the novel New Moon, "the darkest kind of night, a night with no moon", to refer to the darkest period of Bella's life.