Jargon invented at the headquarters for Nancilee Wydra’s “Pyramid School” of feng shui.

Archityping is an “optional service” for victimsclients sucked into the scheme. People are shown pictures of varying subjects in an attempt to gauge how they feel about built environments.

The inventors claim there is scientific justification for the practice, based on neuroscience. However, “archityping” is not a term found in scientific journals, according to a search of the term on Highwire. The purveyors of the practice do not use scientific language or provide research showing how the service they sell is scientific.

And the methodology isn’t scientific.

• There is an inherent conflict of interest.
• The choices to be viewed by the victimclient are preselected by the vendor of the service.
• Suggestions are easily fed to the victimclient.
• There is a high probability of subjective bias. The person offering the service determines the level of visceral reaction in the victimclient.

In other words, archityping is as “scientific” as looking through design catalogs with your mother-in-law (who thinks you have terrible taste), and being forced to choose from whatever she believes is acceptable.

The purveyors of this product have to be coy about stating the benefits of this service, because they’d be violating federal law.

You can’t document what isn’t there.