The Art of Looking Sideways Hardcover – August 20, 2001

It seems to be consensus opinion that you cannot READ "Sideways." So what on earth can you DO with it? The answer is: just about anything. The very least that Alan Fletcher's book will do is add sparkle to your dinner conversations. It can even stimulate new and innovative thinking in your business - as it has for me and my husband.In our household, this book has taken on a persona all of its own. Like the Family Bible of yore, "Sideways" reposes on the sideboard in our dining room, open every day at a randomly selected page. We have included a large magnifying glass. Yes, it's necessary at times for anyone with less than 20/20 vision. (Okay, FAR less.) What is more, "Sideways" must be perused - well, naturally - sideways. Even upside down at times. (Headstands optional.) For those who complained of reading difficulties, I suspect that Alan Fletcher deliberately provided these "hindrances" to force us to stop and THINK. Otherwise we would treat his two-page spreads like billboards that we glance at casually as we speed past.When anyone in our household passes Alan Fletcher's book there's a sudden, silence. This has prompted me to make the sideboard our "shrine" to creativity. I now see "Spaces for Silence" by Alen MacWeeney and Caro Ness in a completely different way. Spaces for Silence We have added a table easel to our tableau to hold a mini-corkboard to which "sideways" ideas can be added at any time they occur. Our ideas can be expressed as puns, quotes, slogans (the latest being "Campaign for Curiosity!") as well as questions, and even our own, tongue-in-cheek cartoon attempts.To the cynics (aka the 1 star reviewers) have you ever flown a kite without taking a child as an excuse; have you danced in the rain; licked your plate; worn a balloon hat in public; eaten candy floss after middle age; had a conversation entirely in puns; written a limerick; drawn with your eyes shut; read Dr Seuss after "growing up?" In other words, have you ever set aside your conventional script? If you haven't, maybe you need to cut your teeth on Keri Smith's book: "Destroy this Journal." (Even literally, as you will see.) Wreck This Journal Amazonians have responded creatively to that book, as shown by all the images displayed. Of course, you have the benefit - or should I say "safety" - of Keri's telling you exactly what to do. With "Sideways," Alan Fletcher expects you to improvise, generating your own ideas by using creative initiative. His book is simply the catalyst.PS And yes, I have done every single thing on that list.

I have had this book and A Smile in the Mind for almost a decade. They are not books I look through every day, but every couple of months I do enjoy "wasting" some time flipping through them.If you are a designer, you NEED this book. Whether you design websites, or print media or even if you design gardens or interior decor, the out of the box thinking that this book is so good at triggering will help to keep your work fresh. If you are not a designer, but you love design... maybe you don't "need" this book, but you definitely want it.This might look like just another artsy coffee table book that you'll look at once and put on a shelf forever, but I sincerely hope you don't do that. Even if you can only find the time to flip through it over a cup of coffee once a quarter, the visual tricks displayed in this book will make you glad you picked it over any one of the other coffee table books you had to pick from. This one might actually keep your brain alive.This is an ideal gift for a design student, or for anyone interested in design and typography. It is also excellent for anyone interested in how the mind works or in advertising. A brain puzzle enthusiast, and even a magician would like this. If you are furnishing a cabin or a weekend retreat, this is a terrific book to get for that, too. It even has a dual use... it's big and heavy enough to use to press flowers. I have actually photocopied pages from it over the years and put them up on the refrigerator or other places. That was back when I was designing print media.I've thinned out about 80% of my books over the years since I bought this book, and it has made every cut. If I had to cull my books down again to half of what I have now, this book would still make the cut.

I purchased this book for my niece as a college graduation present. She's graduating from University of Cincinnati's 5-year graphic design program and I wanted to give her a special coffee-table book that she could really enjoy. She's the fifth generation in our family to pursue a career in the industry - she's a font junkie, and a gifted photographer, digital designer, and "traditional" graphic designer, too (and I'm not just saying she's gifted because I'm her aunt!)This book does not disappoint. The day it was delivered, I couldn't wait to page through it to view the content - and I couldn't put it down! My husband finally took it away from me so I didn't break the spine before giving it as a gift.If you're in the graphics industry, this book is for you. The essays are great - humorous, serious, and thought-provoking - and the graphics are beautiful. Each of the over 500 2-page spreads focuses on a different idea, and the title couldn't be more appropriate. It makes you think about the many ways you can (and should) look at everything you see - from print collateral to webpages to people - and life!This one's a keeper. I gave it to my niece early because it's big and heavy - not something to cart to a graduation dinner - she LOVED it!I'm ordering a second copy for me, and will definitely consider this as a gift again not just for students in the graphics industry, but for graduates in any discipline - it's a fun read and a visual delight.