Alan Gerard Fletcher was a British graphic designer. He is one the most influential figures in British graphic design; founder of Fletcher/Forbes/Gill in and Pentagram. His books are self published as he wanted to tell his design story in his own way; his pages are his story board. One example is ‘The Art of Looking Sideways’ which was designed to be opened at random. He has also stated that his publications have to be visually pleasing as sight is the most important sense for humans.