"What's the value of design? Everything in the world comes with a price, but what does a price mean and how is it set? This book assesses the price we put on virtually everything, from a gallon of gas to a spare kidney, marriage to recycled garbage, from printer ink cartridges to the median wage of a professional sports player. I worked with Kyle Poff and C.J. Burton and came up with a number of concepts. We played around with price tags, barcode, inflated and deflated balloons. Through the process, we eventually decided on an image of a woman separating a bar code to see what's behind the price. This image helped us convey the word mystery in the subtitle, and also the price component of the main title by way of use of the bar code curtain."