Forbes asked this question of a dozen or so folks, including Ray Bradbury and Roger Ebert. Click here to see the answer from Chip Kidd (and then you can click backward and foreward from there to see the other answers). He is probably the best known book cover designer in the business, and he is also a writer. I met him in Las Vegas at a book event a couple of years ago. A sparsely attended book event, even though the organizers had spent a lot of money and had flown us all there for free. (Full disclosure: Let's just say Las Vegas is not a reading town. Plus they put us up at Sam's Town, which is miles from The Strip. When I die and go to hell, it will look a lot like the gambling area of Sam's Town, which was filled with elderly crippled people with cigarettes dangling from their lips, drinks perched on the top edge of their walkers, and a completely miserable look on their faces as they plugged nickels into video screens. Even the smoking author I spent time with complained about the haze of smoke.)
Chip was across from me in the appetizers line the first night of the event. I asked him if he was having a better day. We had an animated conversation. About half way through I realized I had confused him with a completely different shaven-headed, glasses-wearing guy who had earlier told me he was having a crappy day. Then I compounded my error by admitting I had never heard of Chip or of Cheese Monkeys. Later I figured out just how well-known he is. It's kind of like when you get a new car, and you realize everyone else is driving it. Once I knew the name "Chip Kidd" it turned up everyplace.
(Full disclosure: Why do I have the feeling Chip never Googled me?)