Book designer Chip Kidd knows all too well how often we judge things by first appearances. In this hilarious, fast-paced talk, he explains the two techniques designers use to communicate instantly -- clarity and mystery -- and when, why and how they work. He celebrates beautiful, useful pieces of design, skewers less successful work, and shares the thinking behind some of his own iconic book covers.

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

The art of first impressions -- in design and life

Design's duality: Clarity speaks directly, honesty, and sincerely, while mystery incites curiosity, demanding to be decoded.

A Coke can's redesign exemplifies the power of minimalism, distilling brand essence into art, balancing familiarity with freshness.

"You're on Coke" subway ads illustrate how clarity without context can mislead, stressing the importance of messaging precision.