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 hand bag, Buzz Aldrin's bootprint 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, colour 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

"Your phd for living", 23 Sep 2008
If you search on youtube for "the art of looking sideways" you'll come across a 10 minute interview with the late Alan Fletcher. The man was clearly a visionary and apparently loved his Mac ;-)

If you're not into graphic design that much (like me) yet you're into philosophy or psychology, marketing or coaching, leadership or teaching or any other field where the human condition is front & center you'll still find lots of wonderful things in this book, if only by reading the quotes and the stories.

This book has been created by a discovering man, a collecting man and especially a listening and thinking man. He supposedly worked 18! years on this book. No wonder it's such a source of inspiration and insight.

I adore the 'chapters' on creativity and meanings. There are 72 'chapters' in total in this book, each covering a certain 'topic'. I prefer to call them 'mentalities'. Fletcher calls them '72 slices of life' and '72 slices of your brain'.

The two most genius properties of this book are:

- no two pages have similar layout
- you don't know what to expect when turning any page

Only buy this book if you want to discover. Fletcher was a designer but before one can design one has to discover. This book is a discovery by itself and it's filled with thousands of discoveries.

Stuck for an idea? Dive in here..., 24 Mar 2008
Alan Fletcher was one of the creative powerhouses of design from the 1960s on, and this book puts together some of his musings on life, the Universe and everything. The book is designed to spark ideas and thought, so even the paper used changes from page to page.

In typically quirky fashion, only the left hand pages are given a number so if you buy this book you actually get over a thousand pages of inspiring graphics, calligraphy, typography and photographs collected over the course of a long and illustrious career: he founded Pentagram; he designed logos for Reuters and the Victoria and Albert museum. The book gives a glimpse of the thought processes that went in to that work. For the money it's an astonishing bargain.

A homage to concept-driven design and thinking, 27 May 2007
This book provides so many examples of both the mechanics of a good concept and the power of lateral thinking. A great feat to have documented and communicated such an eclectic range of thoughts and ideas.

Inspirational, 27 Jan 2007
This is the book to have next to your desk: dip into it, when you need escape or inspiration. Or start from the beginning and work your way through it: whichever way you do it: I defy you not to find something interesting on virtually every page!!

Rowland Jones

A fantastic collection of interesting "factlets" and a good dose of self-indulgence by the author, 31 Dec 2006
What a wonderful title for this book of more than 530 pages. The target is visual awareness and it has 72 chapters devoted to themes such as "ideas", "thinking", "seeing", "camouflage" and "handedness". The author claims it is "a journey without a destination", and he is probably right, the implication being that it is the voyage that counts in life. It is truly a massive collection of bits and pieces collected by the author, thrown on to a basic structure, and presented "shaken not stirred" (to misuse a common quote from James Bond). Her lies the books major asset and its major defect. It is full of interesting images and text bites, yet at the same time it is full of bits of useless or uninteresting trivia. There are times when you get the impression that the author has been overly self-indulgent, but it is certainly a lesson to us all - collect every little bit of dross since it could become a book one day. Yet it also a fantastic collection of interesting "factlets" and for the price it is certainly worth having on your shelves. I suspect it is also a book that I will go back to occasionally just to skim through the odd 100 pages. I was planning to give this extravagantly over-indulgent book only 3-stars, but in writing this review I've convinced myself to give it a solid 4-stars for its fun content and the gall of the author in thinking his lifetime collection of "odds and bods" would interest others. It did.

"Your phd for living", 23 Sep 2008
If you search on youtube for "the art of looking sideways" you'll come across a 10 minute interview with the late Alan Fletcher. The man was clearly a visionary and apparently loved his Mac ;-)

If you're not into graphic design that much (like me) yet you're into philosophy or psychology, marketing or coaching, leadership or teaching or any other field where the human condition is front & center you'll still find lots of wonderful things in this book, if only by reading the quotes and the stories.

This book has been created by a discovering man, a collecting man and especially a listening and thinking man. He supposedly worked 18! years on this book. No wonder it's such a source of inspiration and insight.

I adore the 'chapters' on creativity and meanings. There are 72 'chapters' in total in this book, each covering a certain 'topic'. I prefer to call them 'mentalities'. Fletcher calls them '72 slices of life' and '72 slices of your brain'.

The two most genius properties of this book are:

- no two pages have similar layout
- you don't know what to expect when turning any page

Only buy this book if you want to discover. Fletcher was a designer but before one can design one has to discover. This book is a discovery by itself and it's filled with thousands of discoveries.

Stuck for an idea? Dive in here..., 24 Mar 2008
Alan Fletcher was one of the creative powerhouses of design from the 1960s on, and this book puts together some of his musings on life, the Universe and everything. The book is designed to spark ideas and thought, so even the paper used changes from page to page.

In typically quirky fashion, only the left hand pages are given a number so if you buy this book you actually get over a thousand pages of inspiring graphics, calligraphy, typography and photographs collected over the course of a long and illustrious career: he founded Pentagram; he designed logos for Reuters and the Victoria and Albert museum. The book gives a glimpse of the thought processes that went in to that work. For the money it's an astonishing bargain.

A homage to concept-driven design and thinking, 27 May 2007
This book provides so many examples of both the mechanics of a good concept and the power of lateral thinking. A great feat to have documented and communicated such an eclectic range of thoughts and ideas.

Inspirational, 27 Jan 2007
This is the book to have next to your desk: dip into it, when you need escape or inspiration. Or start from the beginning and work your way through it: whichever way you do it: I defy you not to find something interesting on virtually every page!!

Rowland Jones

A fantastic collection of interesting "factlets" and a good dose of self-indulgence by the author, 31 Dec 2006
What a wonderful title for this book of more than 530 pages. The target is visual awareness and it has 72 chapters devoted to themes such as "ideas", "thinking", "seeing", "camouflage" and "handedness". The author claims it is "a journey without a destination", and he is probably right, the implication being that it is the voyage that counts in life. It is truly a massive collection of bits and pieces collected by the author, thrown on to a basic structure, and presented "shaken not stirred" (to misuse a common quote from James Bond). Her lies the books major asset and its major defect. It is full of interesting images and text bites, yet at the same time it is full of bits of useless or uninteresting trivia. There are times when you get the impression that the author has been overly self-indulgent, but it is certainly a lesson to us all - collect every little bit of dross since it could become a book one day. Yet it also a fantastic collection of interesting "factlets" and for the price it is certainly worth having on your shelves. I suspect it is also a book that I will go back to occasionally just to skim through the odd 100 pages. I was planning to give this extravagantly over-indulgent book only 3-stars, but in writing this review I've convinced myself to give it a solid 4-stars for its fun content and the gall of the author in thinking his lifetime collection of "odds and bods" would interest others. It did.

one of the best introductions to visual culture, 24 Feb 2004
This book is a splendid introduction to theories about visual culture. It opens up the sociological / psychodynamic / anthropological theories that exist about the visual media to laymen. Another good thing is that they do not focus on high culture visual media, but also on film, television, advertising, etc. This is what makes the book valuable to people who are specialized in neighbouring fields and who wish to know more about visual media (for instance, marketeers, perception psychologists, therapists, people studying politics, etc.). On every topic the background literature is made accessible by good references and a short introduction to these references. This is really helpful! For instance, i always wanted to know more about Barthes theorizing about myths, and how that applies to advertising, with this book i have a good introduction, but also a good guide that tells me how to find the relevant and more up to date literature on this topic.

the lighter fun book on the subject, 20 Nov 2003
This book is easy going introductory reading for undergraduate courses on the subject. It's relatively short, has lots of pictures and photos and is mostly about advertising, tv, and popular culture. It makes a nice change from weighty pompous academic essays and it's engaging and intelligent.

"Your phd for living", 23 Sep 2008
If you search on youtube for "the art of looking sideways" you'll come across a 10 minute interview with the late Alan Fletcher. The man was clearly a visionary and apparently loved his Mac ;-)

If you're not into graphic design that much (like me) yet you're into philosophy or psychology, marketing or coaching, leadership or teaching or any other field where the human condition is front & center you'll still find lots of wonderful things in this book, if only by reading the quotes and the stories.

This book has been created by a discovering man, a collecting man and especially a listening and thinking man. He supposedly worked 18! years on this book. No wonder it's such a source of inspiration and insight.

I adore the 'chapters' on creativity and meanings. There are 72 'chapters' in total in this book, each covering a certain 'topic'. I prefer to call them 'mentalities'. Fletcher calls them '72 slices of life' and '72 slices of your brain'.

The two most genius properties of this book are:

- no two pages have similar layout
- you don't know what to expect when turning any page

Only buy this book if you want to discover. Fletcher was a designer but before one can design one has to discover. This book is a discovery by itself and it's filled with thousands of discoveries.

Stuck for an idea? Dive in here..., 24 Mar 2008
Alan Fletcher was one of the creative powerhouses of design from the 1960s on, and this book puts together some of his musings on life, the Universe and everything. The book is designed to spark ideas and thought, so even the paper used changes from page to page.

In typically quirky fashion, only the left hand pages are given a number so if you buy this book you actually get over a thousand pages of inspiring graphics, calligraphy, typography and photographs collected over the course of a long and illustrious career: he founded Pentagram; he designed logos for Reuters and the Victoria and Albert museum. The book gives a glimpse of the thought processes that went in to that work. For the money it's an astonishing bargain.

A homage to concept-driven design and thinking, 27 May 2007
This book provides so many examples of both the mechanics of a good concept and the power of lateral thinking. A great feat to have documented and communicated such an eclectic range of thoughts and ideas.

Inspirational, 27 Jan 2007
This is the book to have next to your desk: dip into it, when you need escape or inspiration. Or start from the beginning and work your way through it: whichever way you do it: I defy you not to find something interesting on virtually every page!!

Rowland Jones

A fantastic collection of interesting "factlets" and a good dose of self-indulgence by the author, 31 Dec 2006
What a wonderful title for this book of more than 530 pages. The target is visual awareness and it has 72 chapters devoted to themes such as "ideas", "thinking", "seeing", "camouflage" and "handedness". The author claims it is "a journey without a destination", and he is probably right, the implication being that it is the voyage that counts in life. It is truly a massive collection of bits and pieces collected by the author, thrown on to a basic structure, and presented "shaken not stirred" (to misuse a common quote from James Bond). Her lies the books major asset and its major defect. It is full of interesting images and text bites, yet at the same time it is full of bits of useless or uninteresting trivia. There are times when you get the impression that the author has been overly self-indulgent, but it is certainly a lesson to us all - collect every little bit of dross since it could become a book one day. Yet it also a fantastic collection of interesting "factlets" and for the price it is certainly worth having on your shelves. I suspect it is also a book that I will go back to occasionally just to skim through the odd 100 pages. I was planning to give this extravagantly over-indulgent book only 3-stars, but in writing this review I've convinced myself to give it a solid 4-stars for its fun content and the gall of the author in thinking his lifetime collection of "odds and bods" would interest others. It did.

one of the best introductions to visual culture, 24 Feb 2004
This book is a splendid introduction to theories about visual culture. It opens up the sociological / psychodynamic / anthropological theories that exist about the visual media to laymen. Another good thing is that they do not focus on high culture visual media, but also on film, television, advertising, etc. This is what makes the book valuable to people who are specialized in neighbouring fields and who wish to know more about visual media (for instance, marketeers, perception psychologists, therapists, people studying politics, etc.). On every topic the background literature is made accessible by good references and a short introduction to these references. This is really helpful! For instance, i always wanted to know more about Barthes theorizing about myths, and how that applies to advertising, with this book i have a good introduction, but also a good guide that tells me how to find the relevant and more up to date literature on this topic.

the lighter fun book on the subject, 20 Nov 2003
This book is easy going introductory reading for undergraduate courses on the subject. It's relatively short, has lots of pictures and photos and is mostly about advertising, tv, and popular culture. It makes a nice change from weighty pompous academic essays and it's engaging and intelligent.

good book for visual research, 13 May 2008
I hope Amazon could provide the content page on-line.
And then customers can see why I think it is good book for visual research.

"Your phd for living", 23 Sep 2008
If you search on youtube for "the art of looking sideways" you'll come across a 10 minute interview with the late Alan Fletcher. The man was clearly a visionary and apparently loved his Mac ;-)

If you're not into graphic design that much (like me) yet you're into philosophy or psychology, marketing or coaching, leadership or teaching or any other field where the human condition is front & center you'll still find lots of wonderful things in this book, if only by reading the quotes and the stories.

This book has been created by a discovering man, a collecting man and especially a listening and thinking man. He supposedly worked 18! years on this book. No wonder it's such a source of inspiration and insight.

I adore the 'chapters' on creativity and meanings. There are 72 'chapters' in total in this book, each covering a certain 'topic'. I prefer to call them 'mentalities'. Fletcher calls them '72 slices of life' and '72 slices of your brain'.

The two most genius properties of this book are:

- no two pages have similar layout
- you don't know what to expect when turning any page

Only buy this book if you want to discover. Fletcher was a designer but before one can design one has to discover. This book is a discovery by itself and it's filled with thousands of discoveries.

Stuck for an idea? Dive in here..., 24 Mar 2008
Alan Fletcher was one of the creative powerhouses of design from the 1960s on, and this book puts together some of his musings on life, the Universe and everything. The book is designed to spark ideas and thought, so even the paper used changes from page to page.

In typically quirky fashion, only the left hand pages are given a number so if you buy this book you actually get over a thousand pages of inspiring graphics, calligraphy, typography and photographs collected over the course of a long and illustrious career: he founded Pentagram; he designed logos for Reuters and the Victoria and Albert museum. The book gives a glimpse of the thought processes that went in to that work. For the money it's an astonishing bargain.

A homage to concept-driven design and thinking, 27 May 2007
This book provides so many examples of both the mechanics of a good concept and the power of lateral thinking. A great feat to have documented and communicated such an eclectic range of thoughts and ideas.

Inspirational, 27 Jan 2007
This is the book to have next to your desk: dip into it, when you need escape or inspiration. Or start from the beginning and work your way through it: whichever way you do it: I defy you not to find something interesting on virtually every page!!

Rowland Jones

A fantastic collection of interesting "factlets" and a good dose of self-indulgence by the author, 31 Dec 2006
What a wonderful title for this book of more than 530 pages. The target is visual awareness and it has 72 chapters devoted to themes such as "ideas", "thinking", "seeing", "camouflage" and "handedness". The author claims it is "a journey without a destination", and he is probably right, the implication being that it is the voyage that counts in life. It is truly a massive collection of bits and pieces collected by the author, thrown on to a basic structure, and presented "shaken not stirred" (to misuse a common quote from James Bond). Her lies the books major asset and its major defect. It is full of interesting images and text bites, yet at the same time it is full of bits of useless or uninteresting trivia. There are times when you get the impression that the author has been overly self-indulgent, but it is certainly a lesson to us all - collect every little bit of dross since it could become a book one day. Yet it also a fantastic collection of interesting "factlets" and for the price it is certainly worth having on your shelves. I suspect it is also a book that I will go back to occasionally just to skim through the odd 100 pages. I was planning to give this extravagantly over-indulgent book only 3-stars, but in writing this review I've convinced myself to give it a solid 4-stars for its fun content and the gall of the author in thinking his lifetime collection of "odds and bods" would interest others. It did.

one of the best introductions to visual culture, 24 Feb 2004
This book is a splendid introduction to theories about visual culture. It opens up the sociological / psychodynamic / anthropological theories that exist about the visual media to laymen. Another good thing is that they do not focus on high culture visual media, but also on film, television, advertising, etc. This is what makes the book valuable to people who are specialized in neighbouring fields and who wish to know more about visual media (for instance, marketeers, perception psychologists, therapists, people studying politics, etc.). On every topic the background literature is made accessible by good references and a short introduction to these references. This is really helpful! For instance, i always wanted to know more about Barthes theorizing about myths, and how that applies to advertising, with this book i have a good introduction, but also a good guide that tells me how to find the relevant and more up to date literature on this topic.

the lighter fun book on the subject, 20 Nov 2003
This book is easy going introductory reading for undergraduate courses on the subject. It's relatively short, has lots of pictures and photos and is mostly about advertising, tv, and popular culture. It makes a nice change from weighty pompous academic essays and it's engaging and intelligent.

good book for visual research, 13 May 2008
I hope Amazon could provide the content page on-line.
And then customers can see why I think it is good book for visual research.

Useful if a little stiff at times, 17 Mar 2008
Agree with the other reviewer. This is a really useful overview of the main themes and shifts of emphasis in modern art in the late 19th and 20th centuries, encouraging the reader to appreciate that "what it looks like" is only half the story - just as important is "what does it mean". It moves at a hell of a pace which makes it surprising that there is a lot of rather stiff, almost university thesis-ish "as we have discussed in chapter 7" and "Picasso, who we have already seen in Chapter 1... " type formulations which are unnecessary and jar a bit - good sub-editing would have made this a smoother read. Nonetheless it's a very good starter to this huge and important subject without being judgemental.

An excellent introduction to modern art, 14 Dec 2006
I found this book to be an excellent introduction to modern art. Acton discusses social and historical influences (if only briefly) in order to place the works in context. My only gripes are two: 1. Her discussions about the use of colour are often accompanied by illustrations in black and white - really frustrating! 2. Her text is somewhat repetitive. Good editing could have removed some of this. Nevertheless a useful book to have in my art section.

"Your phd for living", 23 Sep 2008
If you search on youtube for "the art of looking sideways" you'll come across a 10 minute interview with the late Alan Fletcher. The man was clearly a visionary and apparently loved his Mac ;-)

If you're not into graphic design that much (like me) yet you're into philosophy or psychology, marketing or coaching, leadership or teaching or any other field where the human condition is front & center you'll still find lots of wonderful things in this book, if only by reading the quotes and the stories.

This book has been created by a discovering man, a collecting man and especially a listening and thinking man. He supposedly worked 18! years on this book. No wonder it's such a source of inspiration and insight.

I adore the 'chapters' on creativity and meanings. There are 72 'chapters' in total in this book, each covering a certain 'topic'. I prefer to call them 'mentalities'. Fletcher calls them '72 slices of life' and '72 slices of your brain'.

The two most genius properties of this book are:

- no two pages have similar layout
- you don't know what to expect when turning any page

Only buy this book if you want to discover. Fletcher was a designer but before one can design one has to discover. This book is a discovery by itself and it's filled with thousands of discoveries.

Stuck for an idea? Dive in here..., 24 Mar 2008
Alan Fletcher was one of the creative powerhouses of design from the 1960s on, and this book puts together some of his musings on life, the Universe and everything. The book is designed to spark ideas and thought, so even the paper used changes from page to page.

In typically quirky fashion, only the left hand pages are given a number so if you buy this book you actually get over a thousand pages of inspiring graphics, calligraphy, typography and photographs collected over the course of a long and illustrious career: he founded Pentagram; he designed logos for Reuters and the Victoria and Albert museum. The book gives a glimpse of the thought processes that went in to that work. For the money it's an astonishing bargain.

A homage to concept-driven design and thinking, 27 May 2007
This book provides so many examples of both the mechanics of a good concept and the power of lateral thinking. A great feat to have documented and communicated such an eclectic range of thoughts and ideas.

Inspirational, 27 Jan 2007
This is the book to have next to your desk: dip into it, when you need escape or inspiration. Or start from the beginning and work your way through it: whichever way you do it: I defy you not to find something interesting on virtually every page!!

Rowland Jones

A fantastic collection of interesting "factlets" and a good dose of self-indulgence by the author, 31 Dec 2006
What a wonderful title for this book of more than 530 pages. The target is visual awareness and it has 72 chapters devoted to themes such as "ideas", "thinking", "seeing", "camouflage" and "handedness". The author claims it is "a journey without a destination", and he is probably right, the implication being that it is the voyage that counts in life. It is truly a massive collection of bits and pieces collected by the author, thrown on to a basic structure, and presented "shaken not stirred" (to misuse a common quote from James Bond). Her lies the books major asset and its major defect. It is full of interesting images and text bites, yet at the same time it is full of bits of useless or uninteresting trivia. There are times when you get the impression that the author has been overly self-indulgent, but it is certainly a lesson to us all - collect every little bit of dross since it could become a book one day. Yet it also a fantastic collection of interesting "factlets" and for the price it is certainly worth having on your shelves. I suspect it is also a book that I will go back to occasionally just to skim through the odd 100 pages. I was planning to give this extravagantly over-indulgent book only 3-stars, but in writing this review I've convinced myself to give it a solid 4-stars for its fun content and the gall of the author in thinking his lifetime collection of "odds and bods" would interest others. It did.

one of the best introductions to visual culture, 24 Feb 2004
This book is a splendid introduction to theories about visual culture. It opens up the sociological / psychodynamic / anthropological theories that exist about the visual media to laymen. Another good thing is that they do not focus on high culture visual media, but also on film, television, advertising, etc. This is what makes the book valuable to people who are specialized in neighbouring fields and who wish to know more about visual media (for instance, marketeers, perception psychologists, therapists, people studying politics, etc.). On every topic the background literature is made accessible by good references and a short introduction to these references. This is really helpful! For instance, i always wanted to know more about Barthes theorizing about myths, and how that applies to advertising, with this book i have a good introduction, but also a good guide that tells me how to find the relevant and more up to date literature on this topic.

the lighter fun book on the subject, 20 Nov 2003
This book is easy going introductory reading for undergraduate courses on the subject. It's relatively short, has lots of pictures and photos and is mostly about advertising, tv, and popular culture. It makes a nice change from weighty pompous academic essays and it's engaging and intelligent.

good book for visual research, 13 May 2008
I hope Amazon could provide the content page on-line.
And then customers can see why I think it is good book for visual research.

Useful if a little stiff at times, 17 Mar 2008
Agree with the other reviewer. This is a really useful overview of the main themes and shifts of emphasis in modern art in the late 19th and 20th centuries, encouraging the reader to appreciate that "what it looks like" is only half the story - just as important is "what does it mean". It moves at a hell of a pace which makes it surprising that there is a lot of rather stiff, almost university thesis-ish "as we have discussed in chapter 7" and "Picasso, who we have already seen in Chapter 1... " type formulations which are unnecessary and jar a bit - good sub-editing would have made this a smoother read. Nonetheless it's a very good starter to this huge and important subject without being judgemental.

An excellent introduction to modern art, 14 Dec 2006
I found this book to be an excellent introduction to modern art. Acton discusses social and historical influences (if only briefly) in order to place the works in context. My only gripes are two: 1. Her discussions about the use of colour are often accompanied by illustrations in black and white - really frustrating! 2. Her text is somewhat repetitive. Good editing could have removed some of this. Nevertheless a useful book to have in my art section.

Great help, 01 Oct 2008
I truly liked this book.

I've not read it cover to cover but I've used it as a reference and it's been a great help to write (and adapt) VBScripts for a wide range applications from Active Directory user-management to the creation of html-based signature files for use in Lotus Notes.

Easy step-by-step coverage of very advanced topics.

"Your phd for living", 23 Sep 2008
If you search on youtube for "the art of looking sideways" you'll come across a 10 minute interview with the late Alan Fletcher. The man was clearly a visionary and apparently loved his Mac ;-)

If you're not into graphic design that much (like me) yet you're into philosophy or psychology, marketing or coaching, leadership or teaching or any other field where the human condition is front & center you'll still find lots of wonderful things in this book, if only by reading the quotes and the stories.

This book has been created by a discovering man, a collecting man and especially a listening and thinking man. He supposedly worked 18! years on this book. No wonder it's such a source of inspiration and insight.

I adore the 'chapters' on creativity and meanings. There are 72 'chapters' in total in this book, each covering a certain 'topic'. I prefer to call them 'mentalities'. Fletcher calls them '72 slices of life' and '72 slices of your brain'.

The two most genius properties of this book are:

- no two pages have similar layout
- you don't know what to expect when turning any page

Only buy this book if you want to discover. Fletcher was a designer but before one can design one has to discover. This book is a discovery by itself and it's filled with thousands of discoveries.

Stuck for an idea? Dive in here..., 24 Mar 2008
Alan Fletcher was one of the creative powerhouses of design from the 1960s on, and this book puts together some of his musings on life, the Universe and everything. The book is designed to spark ideas and thought, so even the paper used changes from page to page.

In typically quirky fashion, only the left hand pages are given a number so if you buy this book you actually get over a thousand pages of inspiring graphics, calligraphy, typography and photographs collected over the course of a long and illustrious career: he founded Pentagram; he designed logos for Reuters and the Victoria and Albert museum. The book gives a glimpse of the thought processes that went in to that work. For the money it's an astonishing bargain.

A homage to concept-driven design and thinking, 27 May 2007
This book provides so many examples of both the mechanics of a good concept and the power of lateral thinking. A great feat to have documented and communicated such an eclectic range of thoughts and ideas.

Inspirational, 27 Jan 2007
This is the book to have next to your desk: dip into it, when you need escape or inspiration. Or start from the beginning and work your way through it: whichever way you do it: I defy you not to find something interesting on virtually every page!!

Rowland Jones

A fantastic collection of interesting "factlets" and a good dose of self-indulgence by the author, 31 Dec 2006
What a wonderful title for this book of more than 530 pages. The target is visual awareness and it has 72 chapters devoted to themes such as "ideas", "thinking", "seeing", "camouflage" and "handedness". The author claims it is "a journey without a destination", and he is probably right, the implication being that it is the voyage that counts in life. It is truly a massive collection of bits and pieces collected by the author, thrown on to a basic structure, and presented "shaken not stirred" (to misuse a common quote from James Bond). Her lies the books major asset and its major defect. It is full of interesting images and text bites, yet at the same time it is full of bits of useless or uninteresting trivia. There are times when you get the impression that the author has been overly self-indulgent, but it is certainly a lesson to us all - collect every little bit of dross since it could become a book one day. Yet it also a fantastic collection of interesting "factlets" and for the price it is certainly worth having on your shelves. I suspect it is also a book that I will go back to occasionally just to skim through the odd 100 pages. I was planning to give this extravagantly over-indulgent book only 3-stars, but in writing this review I've convinced myself to give it a solid 4-stars for its fun content and the gall of the author in thinking his lifetime collection of "odds and bods" would interest others. It did.

one of the best introductions to visual culture, 24 Feb 2004
This book is a splendid introduction to theories about visual culture. It opens up the sociological / psychodynamic / anthropological theories that exist about the visual media to laymen. Another good thing is that they do not focus on high culture visual media, but also on film, television, advertising, etc. This is what makes the book valuable to people who are specialized in neighbouring fields and who wish to know more about visual media (for instance, marketeers, perception psychologists, therapists, people studying politics, etc.). On every topic the background literature is made accessible by good references and a short introduction to these references. This is really helpful! For instance, i always wanted to know more about Barthes theorizing about myths, and how that applies to advertising, with this book i have a good introduction, but also a good guide that tells me how to find the relevant and more up to date literature on this topic.

the lighter fun book on the subject, 20 Nov 2003
This book is easy going introductory reading for undergraduate courses on the subject. It's relatively short, has lots of pictures and photos and is mostly about advertising, tv, and popular culture. It makes a nice change from weighty pompous academic essays and it's engaging and intelligent.

good book for visual research, 13 May 2008
I hope Amazon could provide the content page on-line.
And then customers can see why I think it is good book for visual research.

Useful if a little stiff at times, 17 Mar 2008
Agree with the other reviewer. This is a really useful overview of the main themes and shifts of emphasis in modern art in the late 19th and 20th centuries, encouraging the reader to appreciate that "what it looks like" is only half the story - just as important is "what does it mean". It moves at a hell of a pace which makes it surprising that there is a lot of rather stiff, almost university thesis-ish "as we have discussed in chapter 7" and "Picasso, who we have already seen in Chapter 1... " type formulations which are unnecessary and jar a bit - good sub-editing would have made this a smoother read. Nonetheless it's a very good starter to this huge and important subject without being judgemental.

An excellent introduction to modern art, 14 Dec 2006
I found this book to be an excellent introduction to modern art. Acton discusses social and historical influences (if only briefly) in order to place the works in context. My only gripes are two: 1. Her discussions about the use of colour are often accompanied by illustrations in black and white - really frustrating! 2. Her text is somewhat repetitive. Good editing could have removed some of this. Nevertheless a useful book to have in my art section.

Great help, 01 Oct 2008
I truly liked this book.

I've not read it cover to cover but I've used it as a reference and it's been a great help to write (and adapt) VBScripts for a wide range applications from Active Directory user-management to the creation of html-based signature files for use in Lotus Notes.

Easy step-by-step coverage of very advanced topics.

Good for Beginners, 19 Oct 2003
The book covers several different forms of visual culture, from painting to photography to virtuality. N. Mirzoeff also looks at transculture, sex, film and television. The book gave me some good introductory ideas to a module in American Visual Culture at university and especially came in handy for a seminar on ‘Seeing Sex’. I would suggest it to anyone who is just starting to look at Visual Culture as it is relatively easy to read and simplifies the topic making it straightforward and comprehensible.

"Your phd for living", 23 Sep 2008
If you search on youtube for "the art of looking sideways" you'll come across a 10 minute interview with the late Alan Fletcher. The man was clearly a visionary and apparently loved his Mac ;-)

If you're not into graphic design that much (like me) yet you're into philosophy or psychology, marketing or coaching, leadership or teaching or any other field where the human condition is front & center you'll still find lots of wonderful things in this book, if only by reading the quotes and the stories.

This book has been created by a discovering man, a collecting man and especially a listening and thinking man. He supposedly worked 18! years on this book. No wonder it's such a source of inspiration and insight.

I adore the 'chapters' on creativity and meanings. There are 72 'chapters' in total in this book, each covering a certain 'topic'. I prefer to call them 'mentalities'. Fletcher calls them '72 slices of life' and '72 slices of your brain'.

The two most genius properties of this book are:

- no two pages have similar layout
- you don't know what to expect when turning any page

Only buy this book if you want to discover. Fletcher was a designer but before one can design one has to discover. This book is a discovery by itself and it's filled with thousands of discoveries.

Stuck for an idea? Dive in here..., 24 Mar 2008
Alan Fletcher was one of the creative powerhouses of design from the 1960s on, and this book puts together some of his musings on life, the Universe and everything. The book is designed to spark ideas and thought, so even the paper used changes from page to page.

In typically quirky fashion, only the left hand pages are given a number so if you buy this book you actually get over a thousand pages of inspiring graphics, calligraphy, typography and photographs collected over the course of a long and illustrious career: he founded Pentagram; he designed logos for Reuters and the Victoria and Albert museum. The book gives a glimpse of the thought processes that went in to that work. For the money it's an astonishing bargain.

A homage to concept-driven design and thinking, 27 May 2007
This book provides so many examples of both the mechanics of a good concept and the power of lateral thinking. A great feat to have documented and communicated such an eclectic range of thoughts and ideas.

Inspirational, 27 Jan 2007
This is the book to have next to your desk: dip into it, when you need escape or inspiration. Or start from the beginning and work your way through it: whichever way you do it: I defy you not to find something interesting on virtually every page!!

Rowland Jones

A fantastic collection of interesting "factlets" and a good dose of self-indulgence by the author, 31 Dec 2006
What a wonderful title for this book of more than 530 pages. The target is visual awareness and it has 72 chapters devoted to themes such as "ideas", "thinking", "seeing", "camouflage" and "handedness". The author claims it is "a journey without a destination", and he is probably right, the implication being that it is the voyage that counts in life. It is truly a massive collection of bits and pieces collected by the author, thrown on to a basic structure, and presented "shaken not stirred" (to misuse a common quote from James Bond). Her lies the books major asset and its major defect. It is full of interesting images and text bites, yet at the same time it is full of bits of useless or uninteresting trivia. There are times when you get the impression that the author has been overly self-indulgent, but it is certainly a lesson to us all - collect every little bit of dross since it could become a book one day. Yet it also a fantastic collection of interesting "factlets" and for the price it is certainly worth having on your shelves. I suspect it is also a book that I will go back to occasionally just to skim through the odd 100 pages. I was planning to give this extravagantly over-indulgent book only 3-stars, but in writing this review I've convinced myself to give it a solid 4-stars for its fun content and the gall of the author in thinking his lifetime collection of "odds and bods" would interest others. It did.

one of the best introductions to visual culture, 24 Feb 2004
This book is a splendid introduction to theories about visual culture. It opens up the sociological / psychodynamic / anthropological theories that exist about the visual media to laymen. Another good thing is that they do not focus on high culture visual media, but also on film, television, advertising, etc. This is what makes the book valuable to people who are specialized in neighbouring fields and who wish to know more about visual media (for instance, marketeers, perception psychologists, therapists, people studying politics, etc.). On every topic the background literature is made accessible by good references and a short introduction to these references. This is really helpful! For instance, i always wanted to know more about Barthes theorizing about myths, and how that applies to advertising, with this book i have a good introduction, but also a good guide that tells me how to find the relevant and more up to date literature on this topic.

the lighter fun book on the subject, 20 Nov 2003
This book is easy going introductory reading for undergraduate courses on the subject. It's relatively short, has lots of pictures and photos and is mostly about advertising, tv, and popular culture. It makes a nice change from weighty pompous academic essays and it's engaging and intelligent.

good book for visual research, 13 May 2008
I hope Amazon could provide the content page on-line.
And then customers can see why I think it is good book for visual research.

Useful if a little stiff at times, 17 Mar 2008
Agree with the other reviewer. This is a really useful overview of the main themes and shifts of emphasis in modern art in the late 19th and 20th centuries, encouraging the reader to appreciate that "what it looks like" is only half the story - just as important is "what does it mean". It moves at a hell of a pace which makes it surprising that there is a lot of rather stiff, almost university thesis-ish "as we have discussed in chapter 7" and "Picasso, who we have already seen in Chapter 1... " type formulations which are unnecessary and jar a bit - good sub-editing would have made this a smoother read. Nonetheless it's a very good starter to this huge and important subject without being judgemental.

An excellent introduction to modern art, 14 Dec 2006
I found this book to be an excellent introduction to modern art. Acton discusses social and historical influences (if only briefly) in order to place the works in context. My only gripes are two: 1. Her discussions about the use of colour are often accompanied by illustrations in black and white - really frustrating! 2. Her text is somewhat repetitive. Good editing could have removed some of this. Nevertheless a useful book to have in my art section.

Great help, 01 Oct 2008
I truly liked this book.

I've not read it cover to cover but I've used it as a reference and it's been a great help to write (and adapt) VBScripts for a wide range applications from Active Directory user-management to the creation of html-based signature files for use in Lotus Notes.

Easy step-by-step coverage of very advanced topics.

Good for Beginners, 19 Oct 2003
The book covers several different forms of visual culture, from painting to photography to virtuality. N. Mirzoeff also looks at transculture, sex, film and television. The book gave me some good introductory ideas to a module in American Visual Culture at university and especially came in handy for a seminar on ‘Seeing Sex’. I would suggest it to anyone who is just starting to look at Visual Culture as it is relatively easy to read and simplifies the topic making it straightforward and comprehensible.

Essentials of Visual Communication, 18 Sep 2008
At last! A book about the entire work in visual communication, message,
design, image and interplay between text and picture. Written in an
inspiring, pedagogical, experienced and personal voice. My students will
appreciate it a lot because it will inspire them to devevelop and help them to grasp the context of what it means to make a career as
successful communicators.

Per Lundgren, lecturer and researcher, Karlstad University, Sweden

"Your phd for living", 23 Sep 2008
If you search on youtube for "the art of looking sideways" you'll come across a 10 minute interview with the late Alan Fletcher. The man was clearly a visionary and apparently loved his Mac ;-)

If you're not into graphic design that much (like me) yet you're into philosophy or psychology, marketing or coaching, leadership or teaching or any other field where the human condition is front & center you'll still find lots of wonderful things in this book, if only by reading the quotes and the stories.

This book has been created by a discovering man, a collecting man and especially a listening and thinking man. He supposedly worked 18! years on this book. No wonder it's such a source of inspiration and insight.

I adore the 'chapters' on creativity and meanings. There are 72 'chapters' in total in this book, each covering a certain 'topic'. I prefer to call them 'mentalities'. Fletcher calls them '72 slices of life' and '72 slices of your brain'.

The two most genius properties of this book are:

- no two pages have similar layout
- you don't know what to expect when turning any page

Only buy this book if you want to discover. Fletcher was a designer but before one can design one has to discover. This book is a discovery by itself and it's filled with thousands of discoveries.

Stuck for an idea? Dive in here..., 24 Mar 2008
Alan Fletcher was one of the creative powerhouses of design from the 1960s on, and this book puts together some of his musings on life, the Universe and everything. The book is designed to spark ideas and thought, so even the paper used changes from page to page.

In typically quirky fashion, only the left hand pages are given a number so if you buy this book you actually get over a thousand pages of inspiring graphics, calligraphy, typography and photographs collected over the course of a long and illustrious career: he founded Pentagram; he designed logos for Reuters and the Victoria and Albert museum. The book gives a glimpse of the thought processes that went in to that work. For the money it's an astonishing bargain.

A homage to concept-driven design and thinking, 27 May 2007
This book provides so many examples of both the mechanics of a good concept and the power of lateral thinking. A great feat to have documented and communicated such an eclectic range of thoughts and ideas.

Inspirational, 27 Jan 2007
This is the book to have next to your desk: dip into it, when you need escape or inspiration. Or start from the beginning and work your way through it: whichever way you do it: I defy you not to find something interesting on virtually every page!!

Rowland Jones

A fantastic collection of interesting "factlets" and a good dose of self-indulgence by the author, 31 Dec 2006
What a wonderful title for this book of more than 530 pages. The target is visual awareness and it has 72 chapters devoted to themes such as "ideas", "thinking", "seeing", "camouflage" and "handedness". The author claims it is "a journey without a destination", and he is probably right, the implication being that it is the voyage that counts in life. It is truly a massive collection of bits and pieces collected by the author, thrown on to a basic structure, and presented "shaken not stirred" (to misuse a common quote from James Bond). Her lies the books major asset and its major defect. It is full of interesting images and text bites, yet at the same time it is full of bits of useless or uninteresting trivia. There are times when you get the impression that the author has been overly self-indulgent, but it is certainly a lesson to us all - collect every little bit of dross since it could become a book one day. Yet it also a fantastic collection of interesting "factlets" and for the price it is certainly worth having on your shelves. I suspect it is also a book that I will go back to occasionally just to skim through the odd 100 pages. I was planning to give this extravagantly over-indulgent book only 3-stars, but in writing this review I've convinced myself to give it a solid 4-stars for its fun content and the gall of the author in thinking his lifetime collection of "odds and bods" would interest others. It did.

one of the best introductions to visual culture, 24 Feb 2004
This book is a splendid introduction to theories about visual culture. It opens up the sociological / psychodynamic / anthropological theories that exist about the visual media to laymen. Another good thing is that they do not focus on high culture visual media, but also on film, television, advertising, etc. This is what makes the book valuable to people who are specialized in neighbouring fields and who wish to know more about visual media (for instance, marketeers, perception psychologists, therapists, people studying politics, etc.). On every topic the background literature is made accessible by good references and a short introduction to these references. This is really helpful! For instance, i always wanted to know more about Barthes theorizing about myths, and how that applies to advertising, with this book i have a good introduction, but also a good guide that tells me how to find the relevant and more up to date literature on this topic.

the lighter fun book on the subject, 20 Nov 2003
This book is easy going introductory reading for undergraduate courses on the subject. It's relatively short, has lots of pictures and photos and is mostly about advertising, tv, and popular culture. It makes a nice change from weighty pompous academic essays and it's engaging and intelligent.

good book for visual research, 13 May 2008
I hope Amazon could provide the content page on-line.
And then customers can see why I think it is good book for visual research.

Useful if a little stiff at times, 17 Mar 2008
Agree with the other reviewer. This is a really useful overview of the main themes and shifts of emphasis in modern art in the late 19th and 20th centuries, encouraging the reader to appreciate that "what it looks like" is only half the story - just as important is "what does it mean". It moves at a hell of a pace which makes it surprising that there is a lot of rather stiff, almost university thesis-ish "as we have discussed in chapter 7" and "Picasso, who we have already seen in Chapter 1... " type formulations which are unnecessary and jar a bit - good sub-editing would have made this a smoother read. Nonetheless it's a very good starter to this huge and important subject without being judgemental.

An excellent introduction to modern art, 14 Dec 2006
I found this book to be an excellent introduction to modern art. Acton discusses social and historical influences (if only briefly) in order to place the works in context. My only gripes are two: 1. Her discussions about the use of colour are often accompanied by illustrations in black and white - really frustrating! 2. Her text is somewhat repetitive. Good editing could have removed some of this. Nevertheless a useful book to have in my art section.

Great help, 01 Oct 2008
I truly liked this book.

I've not read it cover to cover but I've used it as a reference and it's been a great help to write (and adapt) VBScripts for a wide range applications from Active Directory user-management to the creation of html-based signature files for use in Lotus Notes.

Easy step-by-step coverage of very advanced topics.

Good for Beginners, 19 Oct 2003
The book covers several different forms of visual culture, from painting to photography to virtuality. N. Mirzoeff also looks at transculture, sex, film and television. The book gave me some good introductory ideas to a module in American Visual Culture at university and especially came in handy for a seminar on ‘Seeing Sex’. I would suggest it to anyone who is just starting to look at Visual Culture as it is relatively easy to read and simplifies the topic making it straightforward and comprehensible.

Essentials of Visual Communication, 18 Sep 2008
At last! A book about the entire work in visual communication, message,
design, image and interplay between text and picture. Written in an
inspiring, pedagogical, experienced and personal voice. My students will
appreciate it a lot because it will inspire them to devevelop and help them to grasp the context of what it means to make a career as
successful communicators.

Per Lundgren, lecturer and researcher, Karlstad University, Sweden


Old school new age!!!!, 11 Jan 2008
I won't recommend this book to anyone who just start out (a lot of the technical reference are quite deep) but if you are the kinda people who have done a bit of camera work (on DV whatever) and wants to know more. This is a must have (Read - Painting with Light first then this one)

Or if you are like me (I am currently building my lens system) a bit of film making freak :) you can have a pub quzz with this book every Friday!

One thing I love about this book is the emphasis on indie film makers. It didn't say it but a lot of the demonstration are using consumer DV camera! And the multi-million pounds thing you see from Hollywood are all do-able in your own home (in a lessen scale) but hey, who stop you from making the next ______________ (fill the big blockbuster movie yourself).

Buy it read it and keep it on the book shelf for future reference.