The Mind Is Like an Iceberg

Research shows that we only are aware of about five percent of our cognitive responses to the built environment. Yet there is that other 95 % that is, i'm guessing, internal, right? It's happening automatically. We need to recognize that people responding to these places at that kind of subliminal level first. That's how they're first responding. And then the fact that they might later think, oh, this building ishe looks familiar. Oh, or, i think i've been down the street before. That's later.