The use of body in tangible typography was an important part of our PhD thesis and so we included such a design in the Words Matter series. The opportunity came with John B. Watson’s Behaviorism, a book about how human beings’ behavior is essentially programmable. We decided that the image resembling a punch card (as used to program old computers) combined with the image of human body was a perfect illustration of the concept. Placing the writing on the inside of an arm holds an additionally menacing aspect because the concept of behaviorism is also somewhat menacing when you think about it.
After studying old punch cards (which, obviously, did not use typography as such, just seemingly random patterns) we used the grid to design the title:
And then the thing to do was to transfer the writing to an arm. The arm itself posed a slight problem because we preferred a male arm as less coded but R refused to pose (and he needed to take photos anyway). Then our friend A (hi, A) generously offered to help. We started searching for a tool that would be making the right kind of imprint and even considered going to a hardware store and asking the clerk for suggestions but we balked at the idea of explaining what exactly we needed and why (too Fifty Shades, I guess). We finally settled on a wooden chopstick, which turned out to be making just the right kind of imprint. But after a test ride it turned out the process was extremely time-consuming and rather irritating. So we decided we didn’t want to risk our friendship with A and had to settle on a female arm (which we still find less than ideal).
The main problem was the fact that only a few letters at a time were clearly visible so it took many partial shoots to get the whole word. (And yes, the marks remained a little visible for a while, but not beyond one day, in case you wondered.)
We feel the idea is strong and very appropriate for the subject matter, with just right symbolic meaning. But the legibility is not perfect and this is probably one of the least practical covers we designed, at least in purely commercial terms.