OUIL401- Studio Brief 2- Paco Underhill

My research throughout this brief has led me to a man called Pace Underhill. Paco is an environmental anthropologist, someone who studies psychology in society and the way we interact with our surroundings.  The thing that first drew me to Paco is his book 'Why We Buy: The Science of Shopping'. In the book Paco discusses his own theories on how people interact with the store they are in, although this isn't directly related to art of illustration, it does shed a light on design and store layouts and how it can affect the way we interact with the store subliminally, which seems to be the direction in which my research is taking me.


'The Apple store is not a store. It is an exercise in evangelism' (Paco Underhill)
I really like this quote from Paco, it ties in with the idea that the psychology behind the store is not to sell, but to implant the idea of the brand. Who goes into an Apple store and actually buys anything? No one. Its almost just to show off or preach to 'customers' about the brand.