Several distinguished painters of pottery are known; of these Nicola Pellipario, who worked at Castel Durante originally and at Urbino from 1528, and Francesco Xanto Avelli di Rovigo (fl. 1529–42) are the most notable. Nicola Pellipario, who introduced and developed the istoriato style at Urbino, painted in the workshop of his son Guido (who took the name Fontana), drawing from engravings after the painter Raphael. Finely modeled figures, sometimes singly, sometimes in complex groups in architectural settings, were painted over the entire surface of the dish in an illusionist manner, with much of the drama and restless movement of Raphael's later work. Guido continued in this tradition, and in his workshop dishes, plates, roundels, and plaques were produced in large quantities between 1530 and 1580. Francesco Xanto Avelli di Rovigo favoured subjects from Ovid's Metamorphoses, an influential edition of which, illustrated with woodcuts, had appeared in 1497. He also took his themes from the Bible, from the poet Ludovico Ariosto (1474–1533), and from contemporary events.

The later style, grotesques, derived also from Raphael's paintings, was introduced by Guido Fontana's son Orazio around 1560–70. At first it consisted of little grotesques and arabesques painted in a continuous band in yellow, brown, blue, and green on a ground of white around the rim of the plate, with the narrative, or istoriato, portion shrunk to a roundel in the centre. Later, the istoriato style was totally supplanted by the grotesques. Maiolica production in Urbino declined in the late 17th century.