Making a point of interest of a design. An image that its interesting when small, but when enalarged also is interesting.
While designing a book cover for a biography on Samuel Beckett (playwrite), Kidd found that "One of them featured just a disembodied head, brightly lit, while the rest of the stage was stark and black." (Go: A Kidds's Guide to Graphic Design, Chip Kidd. 2013 p29).
This is the design he came up with...
Inversion.
Basically turning an image design upside down to make "the viewer not only look at it differently, but pay more attention to it." Go: A Kidds's Guide to Graphic Design, Chip Kidd. 2013 p35).
As in the previous post, I looked at his way of using illusion or trompe l'oeil ("trick of the eye). I looked at Augusten Burrough's Possible Side Effects. Using an image of a six fingered hand. makes the reader look again and stirs interest in the book. He used this concept in another book The Shock of the New, Robert Hughes. Although the design is done on a two dimensional plane he made it look as the @the new' is actually stuck on top of the book.
Juxtaposition - "This is a visual comparison of one thing to another, often two very different things that make a new idea when combined." Go: A Kidds's Guide to Graphic Design, Chip Kidd. 2013 p41). Usedhere in Geoff Ryman's Was. A story of the real Wizard of Oz characters.
"For the cover of the American edition of Geoff Ryman's Was (1992), Kidd effectively juxtaposed a placid blue sky with diverse representations of characters from Frank L Baum's The Wonderful Wizard of Oz (1900)." (http://www.sf-encyclopedia.com/entry/kidd_chip)
He follows the simple rule that "form follows function", a phrase coined by an American Architect called Louis Sullivan "For designers, form is the elements that make up our designs, our pages. Function is the objective of the design whether it is a sign giving directions or a book that entertains with a story." (http://desktoppub.about.com/od/graphicdesign/a/formfunction.htm).
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