TED Book: Judge This

First impressions are the key to how we perceive the world, and are perceived by it. They are our introductions to everything: acquaintances, the workplace, products, experiences, retail stores, the Internet, entertainment, relationships, design. And based on our first impressions, we judge things.
TED Book: Judge This

Judge This

by Chip Kidd
First impressions are everything. They dictate whether something stands out, how we engage with it, whether we buy it, and how strongly we feel. This is especially true when it comes to design. And design is all around us, secretly shaping our world in ways we rarely recognize. Except if you yourself are a designer, like Chip Kidd.

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About the book

TED Book: Judge This

In Judge This, the reader travels through a day in the life of renowned designer Chip Kidd as he takes in first impressions of all kinds. We follow this visual journey with Kidd as he encounters and engages with everyday design, breaking down the good, the bad, the absurd and the brilliant as only a designer can. From the design of the paper you read in the morning to the subway ticket machine to the books you browse to the smartphone you use to the packaging for the chocolate bar you buy as an afternoon treat, Kidd will reveal the hidden secrets behind each of the design choices, with a healthy dose of humor, expertise and, of course, judgement as he goes.

Judge This is a design love story to New York, exposing the often invisible beauty and betrayal in simple design choices—ones most of us never even think to notice. And with each object, Kidd will ultimately prove that first impressions, whether we realize it or not, have a huge impact on the way we perceive the world around us.

Of course, Kidd’s observations on the power of first impressions resonate well beyond the objects he’s examining. The simple (and often hilarious) wisdom he offers holds meaning for anyone in business, who needs to make a first impression on colleagues or customers. And his visual tour of the world around him will hold and interest for anyone with a sense of curiosity about popular culture, design, and New York.

Press and reviews

iBooks Best Book of the Month

In TIME Magazine: "Chip Kidd Judges 6 Books by Their Cover"

Read an excerpt in Design Week: "Chip Kidd on the power of the first impression"

About the author

Chip Kidd is a designer and writer living in New York City. His book cover designs for Alfred A. Knopf, where he has worked nonstop since 1986, have helped create a revolution in the art of American book packaging. He is the recipient of the National Design Award for Communication Design, as well as the Use of Photography in Design Award from the International Center of Photography. Kidd has published two novels, The Cheese Monkeys and The Learners. A distinguished and prolific lecturer, Kidd has spoken at Princeton, Yale, Harvard, RISD, and a zillion other places.

TED Book author: Chip Kidd