Kidd has often downplayed the importance of cover designs, stating, "I'm very much against the idea that the cover will sell the book. Marketing departments of publishing houses tend to latch onto this concept and they can't let go. But it's about whether the book itself really connects with the public, and the cover is only a small part of that." He is also known to be humorously self-deprecating about his work with statements such as "I piggy-backed my career on the backs of authors, not the other way around. The latest example of that is "The Road", by Cormac McCarthy. I'm lucky to be attached to that. Cormac McCarthy is not lucky to have me doing his cover."