what else does it need really?

I really like the simplistic, straight forward design of Garret Gott's piece for Printed Matter and the NY Art Book Fair found in Print Oct09. Simple and Swiss like, it calls attention to itself with the energy of the bold red color and white type contrast (left justified, sans serif). The only images on the poster and t-shirt are rectangular blocks representing books on a shelf. Its overall appearance is neat, clean, and borderline boring. But what is wrong with that? Yes, this design has been done before many times over. What could be more effective in the communication of a book sale in NYC? I think it works. Its red, white and blue (USA/ NYC), simple, readable, to the point. I know the type says "art books" but does the design really say art books? does it need to?