Chip Kidd: The art of first impressions -- in design and life
Chip Kidd - Graphic designer
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging. Full bio
because you couldn't understand it.
with enough conviction
in my daily work as a graphic designer,
that absolutely fascinate me.
know what this is?
by the genius Charles M. Schulz,
that in and of themselves
hundreds of millions of fans
of Schulz and his art,
or visual information on the front,
is "Only What's Necessary."
the decisions I have to make every day
["When should you be clear?"]
whether we can read it or not,
of urban clarity that I just love,
and I am always in a hurry.
a couple of years ago on street corners,
to get across the street
to the clarity yang,
by its very definition.
we really, really want to.
really, really wanted to decode this,
that I've done recently
for over 20 years now,
who has four dear friends
after their freshman year of college,
with no explanation,
a connotation in Japanese to a color.
there's Ms. White, and Ms. Black.
does not correspond to a color,
as he's looking back on their friendship,
five fingers on a hand.
representation of this,
underneath the surface of the story,
the surface of the jacket.
the colorless subway line
of the other colors,
later on in the story.
the way they did.
is that you'll simply be allured
why it looks the way it does.
familiar kind of mystery.
["Make it look like something else."]
we are used to seeing a certain thing
we see it in a different way.
to a book of essays by David Sedaris
["All the Beauty You Will Ever Need"]
this title actually means nothing.
of the essays in the book.
in a dream.
so usually, I am creating a design
but this is all the text there is.
that really doesn't mean anything,
that seems to mean something but doesn't?
"Ah, bing, ideagasm!" (Laughter)
mysterious tropes of fortune cookies
think about them -- they really don't.
is gained by ignoring the future."
and apply it to Mr. Sedaris,
with how fortune cookie fortunes look
the bits of the cookie anymore.
we're in for a good time.
David Rakoff was a wonderful writer
on assignments by magazines
was not equipped to do.
down the Colorado River
if he would survive.
and he felt that he was a fraud
to also misrepresent itself
a reader reacting to it.
in an urban environment
and there's all different sorts of it.
on the Lower East Side
"Oh, that's a charming urban affectation,"
"That's illegal abuse of property,"
that I find far more interesting,
in the subway,
lots of prurient, stupid stuff,
and this is a poster that is saying
what they think about it.
apply this to this book?
and I start reading it, and I'm thinking,
he is; he's a fraud.
scribble this across the front.
went out into the world,
people reading this on the subway
and what have you,
like they were crazy.
Okay, James Ellroy, amazing crime writer,
with him for many years.
and "L.A. Confidential."
which is a very mysterious name
what it means, but a lot of people don't.
detective in Los Angeles in 1941
wasn't difficult enough,
have really ratcheted up,
internment camps are quickly created,
trying to solve this murder.
very literally about this in terms of
and we'll add it to Los Angeles
on the horizon of the city.
"You know, it's interesting
and I think you can make it simpler."
to the drawing board, as I often do.
before I leave the office,
and I can get onto the elevator.
that I hadn't really noticed it before.
done a zillion times,
and I couldn't find another book cover
what solved the problem,
between the idea
coming up over L.A. and America.
digestive system by Mary Roach."]
she makes them really fun.
is the cover of this book going to be.
in the medicine cabinet mirror
here's our introduction.
of human mouths, at least based on this,
I had this illustration done
to approach the digestive system
the sentence. All right.
and mystery get mixed up?
I take the subway a lot --
is taped to a girder.
trying to figure out what this means,
they've compartmentalized the information
and frankly, I don't think it is at all.
so just for fun, I redesigned this.
for a call from the MTA. (Laughter)
using more colors than they use.
to make the 4 and the 5 green,
is that there is a service change,
with a beginning, a middle and an end,
and what's going to be happening.
of mystery that I love:
is to me truly a piece of art.
so heartening to me as a designer
vernacular of Diet Coke --
the silver background --
to their most essential parts,
to the Charlie Brown face.
enough information so they know what it is
for the knowledge that they already have
into a delicatessen
and it's wonderful.
all the more disheartening,
down into the subway,
the entire thing for advertising. Okay?
know where this is going.
with the clothes on your back,
and your eyes on the prize.
with an MBA, one clean suit,
due to consumer backlash
parodies on the web --
that's not a period, that's a trademark.
so mysteriously beautiful and perfect
to share with you some of my insights
and mystery in my work,
to be more clear in your life,
and not so over-sharing.
that I leave you with from this talk,
["'Judge This,' Chip Kidd"]
Blah blah blah.
About the speaker:Chip Kidd - Graphic designer
Chip Kidd's book jacket designs spawned a revolution in the art of American book packaging.
Why you should listen
You know a Chip Kidd book when you see it -- precisely because it's unexpected, non-formulaic, and perfectly right for the text within. As a graphic designer for Alfred A. Knopf since 1986, Kidd has designed shelves full of books, including classics you can picture in a snap: Jurassic Park, Naked by David Sedaris, All the Pretty Horses … His monograph, Chip Kidd: Book One, contains work spanning two decades. As editor and art director for Pantheon Graphic novels, Kidd has commissioned work from cartoonists including Chris Ware, Art Spiegelman, Dan Clowes and Art Spiegelman. He's a novelist as well, author of The Cheese Monkeys and The Learners.
Chip received the Cooper-Hewitt’s National Design Award for Communication in 2007, the International Center of Photography’s Infinity Award for Design in 1997 and the AIGA Medal in 2014.
Chip Kidd | Speaker | TED.com