Chip Kidd: The art of first impressions — in design and life

Summary

In this engaging talk, a graphic designer explores the balance between clarity and mystery in design. Using real-world examples, from street signs to book covers, he demonstrates how clarity makes information accessible and functional, while mystery sparks curiosity and invites decoding. He delves into visual vernacular, using familiar design cues in unexpected ways, like fortune cookie messages on a book cover. The speaker also humorously critiques misguided advertising campaigns and offers thoughtful insights on how designers can strategically use both clarity and mystery to create meaningful, captivating work.

Takeaways

• 😀 Clarity in design is about getting to the point quickly, being blunt, honest, and sincere. It's straightforward communication.
• 😀 Mystery in design invites curiosity and requires decoding. It’s more complex, but when done right, it draws people in.
• 😀 There’s a constant balancing act between clarity and mystery in both design and life, especially for a graphic designer living in New York.
• 😀 The design for the book 'Only What's Necessary' is a perfect example of clarity—simplifying the work of Charles M. Schulz to evoke an emotional connection through minimalism.
• 😀 A simple, clear example of urban design is the pedestrian crossing meter, which tells you exactly how much time you have to cross the street before the light changes.
• 😀 Mystery can also be used effectively in book covers, like the one designed for Haruki Murakami’s novel, where abstract visuals represent deeper story elements.
• 😀 The visual vernacular—using familiar designs in unexpected ways—can add layers of mystery and intrigue, as seen in the design of David Sedaris’ book cover.
• 😀 Using the metaphor of 'fraud' in the design of David Rakoff’s book cover, Chip Kidd highlights the concept of misrepresentation in design, symbolized by graffiti.
• 😀 In designing for James Ellroy’s novel 'Perfidia', Kidd uses a simple red circle to evoke the feeling of tension and danger, representing the conflict in the story.
• 😀 Clarity and simplicity can sometimes be more effective than overly complex designs, as seen in the Diet Coke redesign, which stripped down the brand’s identity to its essentials.
• 😀 Unclear and overly complicated information, like poorly designed subway signage, can frustrate and confuse people, whereas a clearer, more concise version is much more effective.
• 😀 Sometimes clarity can go too far, as seen in the disastrous Coca-Cola campaign that used overly simplistic and misguided slogans, leading to consumer backlash.

Q & A

What is the main theme of the talk presented in the video?

The main theme of the talk is the balance between clarity and mystery in design, particularly in graphic design and book covers. The speaker explores how both clarity and mystery play vital roles in making design effective and engaging.

How does the speaker relate clarity to design?

Clarity in design is described as being straightforward, honest, and sincere. The speaker uses examples like street crossing meters and the Charlie Brown cover, where simplicity and clear communication are key to the design's success.

Why is mystery important in design according to the speaker?

Mystery in design is important because it invites curiosity and engagement. It makes the viewer want to decode the meaning behind the design, like in the cover for Haruki Murakami’s *Colorless Tsukuru Tazaki*, where abstract elements encourage deeper exploration of the story.

What is the role of the 'Visual Vernacular' in the design process?

The 'Visual Vernacular' refers to using familiar visual tropes or design elements in new contexts to create intrigue. An example is the use of fortune cookie-style text on a David Sedaris book cover, where the mysterious phrase draws on the viewer’s understanding of fortune cookies to create interest.

How does the speaker describe the book cover design for *Fraud* by David Rakoff?

The cover for *Fraud* by David Rakoff uses the concept of 'editorial graffiti' to represent the feeling of misrepresentation in the book. The cover features a red Magic Marker scribbled across the book's title, reflecting the author’s sense of being a fraud and adding an element of rebellious, urban style.

What is an example of 'unuseful mystery' mentioned in the video?

An example of 'unuseful mystery' is found in confusing subway signage. The speaker critiques a service change notice that compartmentalizes information in a way that creates confusion rather than providing clear, helpful guidance.

How does the speaker redefine the idea of useful mystery in design?

Useful mystery is about sparking curiosity while still offering clarity. An example is the redesign of the Diet Coke can, where the visual elements are simplified to their essential parts, allowing the viewer to instantly recognize the product while also appreciating the artistic simplicity.

Why does the speaker mention the Coca-Cola subway ad campaign?

The speaker criticizes the Coca-Cola subway ad campaign for being overly clear in a problematic way. The campaign used confusing and unoriginal slogans that did not connect with the audience, despite Coca-Cola's excellent packaging design, which was a clear example of useful mystery.

What was the result of the Coca-Cola ad campaign mentioned in the video?

The Coca-Cola ad campaign was pulled almost instantly due to consumer backlash and online parodies. The overly clear and awkwardly worded slogans were seen as inauthentic, highlighting how clarity in advertising can sometimes misfire if not done thoughtfully.

How does the speaker conclude the talk regarding the use of clarity and mystery?

The speaker concludes by reflecting on how clarity and mystery can enhance both design and life. They suggest that embracing these elements in the right balance can lead to more engaging and meaningful experiences, both in design work and in how we navigate the world around us.