LURID

I realize that publishers think lurid covers to draw in readers, but do they ever think that they are, also, scaring away readers who are horrified by the luridness of the cover or simply too embarrassed to walk around with such a book.

DEF: adj.

1. Causing shock or horror; gruesome.
2. Marked by sensationalism: a lurid account of the crime. See Synonyms at ghastly.
3. Glowing or shining with the glare of fire through a haze: lurid flames.
4. Sallow or pallid in color.

[Latin lūridus, pale, from lūror, paleness.] (American Heritage)