The first design choice is to change the cover layout for your story. You've got six choices; three of them fill the allotted space with the cover media (usually involving some cropping of the media), while the other three fit the entire media into the space. Here is a brief rundown of the six cover styles, from in the order that they're presented in the design panel:
Perhaps the coolest design panel item is Theme, with which you can change the the look and feel of your whole story with a single click on one of six pre-set themes. You'll notice that it changes your express maps, too, utilizing a darker basemap to complement the story background. Several more pre-designed themes can be found in the Featured themes gallery; the currently available featured themes will rotate occasionally, but if you've applied one to a story it will still remain that story's theme until you change it.
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