I grabbed a quick fast food lunch today from Taco Bell. While looking over the menu, I couldn’t help but slightly lose my appetite when my eyes hit the promo for their new Steak Grilled Taquitos.
At first I couldn’t quite pinpoint why the photo caused such a rumble in my stomach, but after studying the image for a few seconds I realized what it was. It looks too perfect.
Even with the restaurant’s reputation for assembly style preparation of their food, using caulk guns filled with ingredients dispensing, only a certain amount each pump, the picture looked too mechanical. I have never seen a tortilla wrapped so tightly in such a perfect little oval, or steak so precisely grilled that the cooked color looks painted on. Not to mention the cheese and its unnatural punch of orange color. The taquitos look more like chew toys you would throw and have your dog fetch, than a fast food entrée. 
In a world full of processed foods, auto-timers, and computer processes that are freakishly errorless, imperfection has become a subconscious desire of some consumers. Just go to the mall and pull any pair of designer jeans off the shelf. The condition will undoubtedly be nothing in comparison to the perfection, toughness and quality of the first pair of jeans that Levis Strauss sold in the 1870’s.
Really you don’t even have to go that far. Scott Hansen, is known for his retro grunge design style at ISO50, and he has gained a rather large following. Imperfection gives character, makes things more authentic, and more human.
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