Drawing parallels between the information age, advertising and the ability to manage the mind-cluttering noise of the day to day, Thought Control is an introspective look at the relationship between thinking and feeling.
When reading signage it is difficult to avoid a literal interpretation and then consider appropriate actions. However, an alternate experience can occur when allowing the aesthetic nature of the imagery to manifest on a visceral level. With commercial branding, for example, the words become less meaningful and even completely forgotten compared to the impact of the colours, forms and fonts.
While at times conflicting and other times symbiotic, these interactions are commonplace. But it is how this back-and-forth is intrinsically processed that can result in a wide variety of outcomes.