The Art of Looking Sideways - BBCDbbcdcomdes.weebly.com/.../5._art_of_looking_sideways.pdf · 2019....
Transcript of The Art of Looking Sideways - BBCDbbcdcomdes.weebly.com/.../5._art_of_looking_sideways.pdf · 2019....
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The Art of Looking Sidewaysa book by Alan Fletcher
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Alan Fletcher is best known being a founding partner of the international design group Pentagram.
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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,
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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
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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
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a selection from the book
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A poster promoting a seminar with 6 key speakers.
A simple outline trace of the hand shifted to gain the
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By tearing a simple portrait in half you get
two halves, a disruption of the whole..
mirror images can also work well
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the mouth can express a thousand emotions..
as can the hands, the eyes and eyebrows
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the power of the written word..
bold, honest, confronting.
Old sayings and proverbs can be used to good effect
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this sign is evocative and appropriate it says“I’m a farmer, my chickens run freely, and the eggs were probably laid ths morning”
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...this sign says“you’d be out of your mind to even think about it”
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...well known brands with the letters rearranged can mean something else..
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never under estimate the power of positive and negative images..
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paradigms
a stereotypical example.....
turned on its head
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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
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the power of language
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trying familiar things new ways
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images and words
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images and words
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images and words
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images and words
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images and words
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a simple mark can give an otherwise obscure pattern or shape meaning
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numbers are powerful communicators
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‘Letters are signs for sounds’
Eric Gill
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Pictures and words from ‘The Art of Looking Sideways’Alan Fletcher (2001) Phaidon
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