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I did a bit of a double-take when I first saw that this book was aimed at “Grade 5 & up�� because the two people I’d formerly heard of it from - my 16 year old cousin & a former coworker - certainly read far above a 5th grade reading level. When I finally read it, it became very clear why the appeal is so wide: Kidd explains the principles of graphic design in a simple and entertaining way that is engaging & entertaining for kids & adults.

He expanded my prior definition of graphic design to include virtually everything we see around us �� milk cartons, remote controls, juice boxes �� even going so far as to begin his history of the topic with cave paintings. “Most of the decision you make, every day,�� Kidd asserts, “are by design,�� and his book is a guide to help us make those decisions more effective.

Using numerous examples �� mostly books covers (including his own) �� Kidd covers a wide range of topics including repetition & pattern, juxtaposition, scale, illusion, and color. His tone is direct and engaging, and the book itself is fun to simply look at, having been designed by, of course, a professional graphic designer. He does not provide any kind of instruction in terms of how to actually execute our ideas (Photoshop, etc.) but a more conceptual understanding of how design works.

He ends the book with 10 suggested design projects, a list of resources, and some advice: “Whatever you do, don’t…STOP��