the art of looking sideways - bbcdbbcdcomdes.weebly.com/.../5._art_of_looking_sideways.pdf · 2019....
TRANSCRIPT
The Art of Looking Sidewaysa book by Alan Fletcher
Alan Fletcher is best known being a founding partner of the international design group Pentagram.
A true protagonist, he has tackled every facet of design with a unique style and purpose from corporate identities – logos, literature, advertising, signage, – to toys,
His book “The Art of Looking Sideways’ is an exploration of the workings of the hand, eye, brain and imagination
it is a collection of design inspiration
Described as the ultimate guide to visual awareness, it inspires all who enjoy the interplay between word and image, and who relish the odd and the unexpected...
Question: what is typography?Answer: A terminal condition suffered by letters
a selection from the book
A poster promoting a seminar with 6 key speakers.
A simple outline trace of the hand shifted to gain the
By tearing a simple portrait in half you get
two halves, a disruption of the whole..
mirror images can also work well
the mouth can express a thousand emotions..
as can the hands, the eyes and eyebrows
the power of the written word..
bold, honest, confronting.
Old sayings and proverbs can be used to good effect
this sign is evocative and appropriate it says“I’m a farmer, my chickens run freely, and the eggs were probably laid ths morning”
...this sign says“you’d be out of your mind to even think about it”
...well known brands with the letters rearranged can mean something else..
never under estimate the power of positive and negative images..
paradigms
a stereotypical example.....
turned on its head
the obscure
it is often more
something when it is upside down or
a square rotated to 45 degrees looks quite different it becomes a diamond
the power of language
trying familiar things new ways
images and words
images and words
images and words
images and words
images and words
a simple mark can give an otherwise obscure pattern or shape meaning
numbers are powerful communicators
‘Letters are signs for sounds’
Eric Gill
Pictures and words from ‘The Art of Looking Sideways’Alan Fletcher (2001) Phaidon