How to come up with a successful design? And how to evaluate the quality of the design? Chip Kidd, the famous book designer and one of the wittiest TED speakers, answers these questions. Unlike "just" art, design always solves a specific problem. How to make the road sign as clear as possible? How do you paint a cover that turns a book into a bestseller? How to come up with a witty and captivating advertising slogan? And how not to succumb to the temptation of cynical manipulation, the tool of which sometimes becomes design ("Of course, this is a useful product! Look - a carrot is drawn on the package!")? Fortunately, we don't have to be designers to appreciate how well design solves problems. After all, these are our problems.