Graphic design Quote by Chip Kidd
““We are the Western World. We read, see, think. Left. To. Right. We can't help it. ..The problem with Top to Bottom is that it's unAmerican. We want to begin in the depths and climb our way upward. But our typographic system argues against this and wins, and images follow suit. ..What you have to be careful to remember about Big and Small, is that they can extend to infinity in either direction. Consider: Big can always be bigger and Small smaller. The atom is the Universe and vice versa. And they're both identical. ..Left to Right, Top to Bottom, Big and Small; on a two-dimensional plane, all of these tools rely on a relative truth. Now we come to In Front Of and In Back of, which for us are big, fat lies. Very useful though, and the first of many at your disposal.””
About This Quote
Source Interview: Podcast with Chip Kidd, 2018
The quote explores how cultural and visual conventions shape perception, suggesting that directional and size cues are arbitrary and can be inverted, revealing deeper truths about relativity and perspective.
In simple terms: Our visual habits are learned, not natural, and can be flipped.
Key Takeaway
Question assumptions about visual norms.
Themes
perception
culture
relativity
visual language
design
philosophy
Mood
curious
critical
inquisitive
Type
analytical
philosophical
When to use this quote
- graphic design
- education
- art criticism
- UX design
- marketing strategy
Key Concepts
Semiotics
cognitive bias
relativism
Questions to Reflect On
- How do cultural norms shape your interpretation of information?
- Can you redesign a system to challenge these biases?
A Different Perspective
These conventions are deeply ingrained, making change difficult.
