Product Description

The ultimate guide to visual awareness. Compiled over decades by one of today's most brilliant graphic designers, this is a panoply of curious facts, visual puns, anecdotes, serious science, insights, images, jokes, memories and reflections, with 700 illustrations and quotes from over 1000+ writers.

The Art of Looking Sideways is a primer in visual intelligence, an exploration of the workings of the eye, the hand, the brain and the imagination. It is an inexhaustible mine of anecdotes, quotations, images, curious facts and useless information, oddities, serious science, jokes, memories all concerned with the interplay between the verbal and the visual, and the limitless resources of the human mind. Loosely arranged in 72 'chapters', all this material is presented in a wonderfully inventive series of pages that are themselves masterly demonstrations of the expressive use of type, space, colour and imagery.

This book does not set out to teach lessons, but it is full of wisdom and insights collected from all over the world. Describing himself as a 'visual jackdaw', master designer Alan Fletcher has distilled a lifetime of experience and reflection into a brilliantly witty and inimitable exploration of such subjects as perception, colour, pattern, proportion, paradox, illusion, language, alphabets, words, letters, ideas, creativity, culture, style, aesthetics and value.

The Art of Looking Sideways is the ultimate guide to visual awareness, a magical compilation that will entertain and inspire all those who enjoy the interplay between word and image, and who relish the odd and the unexpected.

Product Details

• Amazon Sales Rank: #25635 in Books
• Published on: 2001-08-20
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 534 pages

Amazon.com Review
Alan Fletcher's The Art of Looking Sideways is an absolutely extraordinary and inexhaustible "guide to visual awareness," a virtually indescribable concoction of anecdotes, quotes, images, and bizarre facts that offers a wonderfully twisted vision of the chaos of modern life. Fletcher is a renowned designer and art director, and the joy of The Art of Looking Sideways lies in its beautiful design. Loosely arranged in 72 chapters with titles like "Colour," "Noise," "Chance," "Camouflage," and "Handedness," Fletcher's book, which he describes as "a journey without a destination," is "a collection of shards" that captures the sensory overload of a world that simply contains too much information. In one typical section, entitled "Civilization," the reader encounters six Polish flags designed to represent the world, a photograph of an anthropomorphic handbag, Buzz Aldrin's boot print on the moon, drawings of Stone Age pebbles, a painting of "Ireland--as seen from Wales," and a dizzying array of quotations and snippets of information, including the wise words of Marcus Aurelius, Stephen Jay, and Gandhi's comment, "Western civilization? I think it would be a good idea." Fletcher's mastery of design mixes type, space, fonts, alphabets, color, and layout combined with a "jackdaw" eye for the strange and profound to produce a stunning book that cannot be read, but only experienced. --Jerry Brotton, Amazon.co.uk

From Library Journal

This vast collection of assorted visual and verbal content is loosely strung together by the common thread of whatever captures the attention of celebrated designer Fletcher best known for his founding roles in the English design firm Fletcher Forbes Gill and the internationally recognized design group Pentagram. A table of contents (with headings such as "Learning," "Noise," and "Imagination") provides a loose structure for what is an otherwise unfettered stream-of-consciousness outpouring. In the author's own words, the book is "a journey without a destination." The book is tailor-made for those with short attention spans, since any given thought or narrative rarely runs for more than a spread. A worthy companion to other large, contemporary, designer-orchestrated explorations of visual culture, such as Bruce Mau's Life Style (Phaidon, 2000) or John Maeda's Maeda @ Media (Rizzoli, 2000), this book will delight anyone who enjoys unexpected visual and verbal play, cultural and historical observations and insights, and staggering amounts of trivia and anecdotes. Best suited for larger public libraries or libraries with extensive liberal arts, fine arts, or art history sections. Phil Hamlett, Turner & Associates, San Francisco

Copyright 2002 Cahners Business Information, Inc.

Customer Reviews

I'm buying one for all my friends.
The Art of Looking Sideways is an instruction manual of sorts for adults to deconstruct their preconceived belief systems of reality. Readers are encouraged to look, see, explore, turn upside down, rip apart, and to ultimately rebuild that which everyday people believe to be true through a series of word plays, found quotations, paradoxes, and unusual truths. There are no answers. Just questions, and differences of perception.

The book challenges, enlightens, entertains, and ultimately inspires. It's absolutely not a book of gee-whiz optical illusions, a la psychedelic "Mind's Eye" pointillism or perception bending Escher, but rather a playful, witty scrapbook of collected thoughts, newsprint clippings, poetry, photographs, illustrations, and assorted junk found on globe trotting vacations by the book's compiler.

The design of the book itself is a work of art. No two pages are the same. Each idea, or question, is presented with it's own lyrical typeface and placement to further convey the essence of the topic at hand. At my count, there are well over 1,000 different original works of typography and layout -- a stunning feat in and of itself.

"Sideways" is quite simply a fringe experience that is impossible to label, describe, or place in a particular section of a bookstore. As a designer, I felt more inspired, more aware, more energized after just a handful of pages than I can remember feeling in years of buying design and art related books.

It's big, heavy, and worth its weight in gold. A classic.

If you have a creative bone in your body, you need this.
I had never heard of this book before I saw it and no introduction is better than just getting the huge, heavy thing on your lap and looking through it. As most reviewers of this book have said, it cannot be described, but they have tried. I too can only give you an idea about this book and giving ideas is what this book is about.
One day my friend Martine said that I must see this book and dropped it into my lap, I have not yet give it back. I sat there in my comfy chair and leafed through the many, many pages reading a little here, looking a little there. After a while I realised that this book was an amazing source of information and inspiration and so I started reading from the beginning, taking notes along the way.
Todd Dominey, a new media designer, wrote, "As a designer, I felt more inspired, more aware, more energized after just a handful of pages than I can remember feeling in years of buying design and art related books." As indicated by its title, this book is meant to open your mind, to get you seeing the things you never noticed before, to give you a fresh perspective and a new way of understanding.
On the first real page of the book a quote by Montaigne reads "I quote others only the better to express myself." This book has over a thousand quotes from writers, philosophers, artists and anyone who has ever said anything thoughtful. A quote starts each of the books 72 chapters, each having a loose theme such as 'Imagination', 'Noise', 'Wit' or 'Colour'.
But this is so much more than a book of smart remarks, it is a scrapbook of a lifetime of visual awareness. Decades must have whittled by as Fletcher was collecting all these fantastic stories, jotting down memories, cutting up newspapers, photocopying books, sketching fleeting visions and remembering good jokes.
Every double spread of the book is counted as one page, and each of these 532 'pages' are thoughtfully designed by Fletcher. Every anecdote, poem and thought is uniquely arranged with the typography, colour and layout carefully balancing the illustrations, doodles and photographs of which there are around 700. It is truly mindbending how much care and effort must have gone into this book, and it is this effort which makes it such a joy to read.
Through reading "Sideways" you also get to know a little about Alan Fletcher, to understand what kind of man it takes to complete such a generous and insightful offering of information. His brain must have been mightily relieved once it had poured out all this knowledge, and not a drop has been spilt. It is now up to us to absorb as much as we can, to learn from it and enjoy it. Those with even the smallest interest in the visual or the verbal will find it impossible to not appreciate and wonder at this book. Be careful carrying it home though.

Seductive...but I'm not sure what I was seduced into.
Difficult to tell you what this book actually says, except that it's author is a genius. Or at least he quotes lots of other people who are.

But whatever the author is saying, I agree with it. It's about expressing interesting thoughts in a visually interesting way in a conceptually interesting arrangement. I am a smarter, richer, wiser, person for having read it, but I can't say how.

(This isn't going to earn me many helpful votes, is it?)