This book is Fletcher's unique and personal collection of visual imagery, design articles, factual and cultural curiosities, idea sketchpads - and more - collated and distilled into book form. The book's packaging and presentation is exquisite, while each page is a beautiful example in the use of colour, space, type and imagery.
The size and scope of this book is immense. As a visual design resource, it is an inspiring collection that can be opened at any page for new ideas or direction. Divided over 72 chapters with such diverse titles as "Synchronicity", "Perception" and "Space-Time", the thematic divisions give a helpful structure to this mass of visual and textual information.
To say that this is a large and diverse collection of illustrations or a sketchpad is inadequate and does not do this book justice. This book explores relationships between the word and image - how colour, space, type, and image work together to signify meaning - and present these relationships to the reader in interesting and challenging ways. What at first glance may seem an obvious message, takes on new meaning in a specific context. Fletcher expertly manipulates such contexts to challenge the reader's perception and accepted interpretations of everyday imagery. The reader is cleverly coerced into "looking sideways" at imagery and text. The result is an often suprising, sometimes humourous, yet always enlightening realisation that what we take for granted around us in everyday life has alternative meanings. If only we could learn how to shift our gaze and look differently at the world around us, we may learn something new.