hey..real amateur here.
i'm really interested in fractals and i wanna have something more to say than "they're pretty!"
I have an older book, but a decent one. Admittedly it's more about Chaos Theory than just fractals, but fractals have a decent section. It isn't really a text or anything, but it does give some introductory stuff. And yes, it's full of pretty pictures too!
Anyway, I'd recommend it as a non-Mathematician's book, but many of the concepts behind fractals and chaos are mentioned as well a some stuff about what they mean. Depending on how much of an introduction to the subject you need you might find it a good read.
The book is "Chaos: Making a New Science," by James Gleick (published in 1987). If it helps: ISBN 0 14 00.9250 1