New research suggests that the branding and design on a wine label can affect how people taste what's in the bottle. Wine label designer Emily Pedriks agrees. "More and more, the visuals have become very important to how people select wine," Pedriks said. Esau then used online research again to measure how much people anticipated they would enjoy the wine based on the label design. "Regardless of what wine was in the glass, if somebody identified with the label they thought the wine tasted better," he said.

Source: CBC News March 17, 2019 14:24 UTC