Gilpin’s Essay on Prints (1768) defined picturesque as “a term expressive of that peculiar kind of beauty, which is agreeable in a picture” (p. xii). Gilpin began to expound his “principles of picturesque beauty”, based largely on his knowledge of landscape painting. During the late 1760s and 1770s Gilpin travelled extensively in the summer holidays and applied these principles to the landscapes he saw, committing his thoughts and spontaneous sketches to notebooks. William Gilpin’s work was a direct challenge to the ideology of the well established Grand Tour, showing how an exploration of rural Britain could compete with classically oriented tours of the Continent. The irregular, anti-classical, ruins became sought after sights.
Gilpin’s views were articulated particularly in his guide to Observations on the River Wye 1770:
“We travel for various purposes – to explore the culture of soils, to view the curiosities of art, to survey the beauties of nature, and to learn the manners of men, their different politics, and modes of life. The following little work proposes a new object of pursuit; that of examining the face of the country by the rules of picturesque beauty; opening the sources of those pleasures which are derived from the comparison.”introduction (Gilpin,  2005, p.17)
While Gilpin allowed that nature was good at producing textures and colours, it was rarely capable of creating the perfect composition. Some extra help from the artist, perhaps in the form of a carefully placed tree, was usually required.
‘Nature is always great in design; but unequal in composition…Nature gives us the material of landscape: woods, rivers, trees, lakes, ground, and mountains; but leaves us to work them up into pictures, as our fancy leads…I am so attached to my picturesque rules, that if nature gets it wrong, I cannot help putting her right…the picture is not so much the ultimate end, as it is the medium, through which the ravishing scenes of nature are excited in the imagination.’
Gilpin’s work on watercolour technique emphasised both texture and composition were important in a “correctly picturesque” scene:
- The texture should be “rough”, “intricate”, “varied”, or “broken”, without obvious straight lines.
- The composition should work as a unified whole, incorporating several elements: a dark “foreground” with a “front screen” or “side screens”, a brighter middle “distance”, and at least one further, less distinctly depicted, “distance”.
- A ruined abbey or castle would add “consequence”.
- A low viewpoint, which tended to emphasise the “sublime”, was always preferable to a prospect from on high.
In contrast to other contemporary travel writers, such as Thomas Pennant, Gilpin included little history, and few facts or anecdotes. He described ways that the scenes could be improved upon, according to his vision of picturesque beauty. He directed readers to the specific spots he believed would yield the most picturesque vantage point of a given location.
Although he came in for criticism and satire eg in Jane Austen, Gilpin’s views were very influential in painting and related media, and particularly garden design, encouraging landscape architects to introduce more organic shapes to views and structures such as follies and grottos. Others, most notably Richard Payne Knight, Uvedale Price (1794 An Essay on the Picturesque as Compared with the Sublime and Beautiful) and Thomas Johnes, developed Gilpin’s ideas into more comprehensive theories of the picturesque and apply these more generally to landscape design and architecture.
Improved road communications and travel restrictions on continental Europe saw an explosion of British domestic tourism in the 1780s and 1790s. Many of these picturesque tourists were intent on sketching, or at least discussing what they saw in terms of landscape painting. Some sketched freehand the scenes Gilpin described, and others employed the camera lucida – the precursor to the compact camera – as an aid to responding visually to Gilpin’s picturesque descriptions. Gilpin’s works were the ideal companions for this new generation of travellers; they were written specifically for that market and never intended as comprehensive travel guides.
Gilpin asked: “shall we suppose it a greater pleasure to the sportsman to pursue a trivial animal, than it is to the man of taste to pursue the beauties of nature?”. The little brown ‘viewpoints’ icons on Ordnance Survey maps are a legacy of Gilpin.