Sorry, but you lost me with "Design for the Unconscious:" The only reason I went any further was to see how deeply the ignorance ran. Deep, apparently. I don't care how many references you cite (two, from quick glance) or the credentials behind those references: wrong is wrong. I would rather design for the sub-conscious mind than the unconscious mind. Designing for the unconscious mind seems to me to be about equivalent to designing for the dead! I know I never make decisions unconsciously... but admit to making some of my hardest decisions after much sub-conscious thought.