People – and objects – are usually given a mere few merciless seconds to let their first impression shine in a positive light; when the impact thus created is of lasting effect, even the better. Who, if not book jacket designer Chip Kidd, is predestined to endorse what’s a commonly known fact. After all, books are written to be read and sold, and their covers ideally serve as a teaser, a marketing tool and as an individual advertising platform alike. Shrouding a message in mystery may be the appropriate method when targeting one specific audience – or be utterly counterproductive when addressing another.
The whys and the wherefores in favour of clarity are readily shared in this informative yet most entertaining talk. Mesmerised listeners learn the difference between those two techniques implemented by successful designers to induce instant communication with the consumer.