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Head has taken a commercial packaging label and manipulated it through enlargement and photocopying until it becomes unrecognisable and impersonal. In this way, he directly counters the intention of the label's designer, who uses organic, contoured forms to make the package more enticing.
Head has said, 'There is a kind of mania for imposing contoured forms on the design of almost every conceivable manufactured object, for obvious reasons: that they look sexier and are more pleasurable to hold, and they give a kind of reassuringly human element to objects that would otherwise look very alien.'
August 2000
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