How to come up with a successful design? And how do you evaluate the quality of design? These questions are answered by Chip Kidd, a famous book designer and one of the wittiest TED speakers. Unlike “just” art, design always solves a specific problem. How can you make a road sign as clear as possible? How to draw a cover that will turn a book into a bestseller? How to come up with a witty and captivating advertising slogan? And how can one not succumb to the temptation of cynical manipulation, the tool of which design sometimes becomes (“Of course, this is a useful product! Look, there’s a carrot on the packaging!”)? Luckily, we don’t have to be designers to appreciate how well design solves problems. After all, these are our problems. The publishing design is preserved in pdf A4 format.