How Labels Trick Your Brain into Thinking the Wine in the Bottle Is Better than It Is

(Image credit: Jayme Henderson)

The dirty little secret of the wine labeling industry? The logos, patterns, and illustrations on your favorite bottles are probably making you think your wine is more expensive than it is.

In a new book about the wine industry called 99 Bottles of Wine, David Schuemann explains that most labels are designed to make you think your bottle of wine is $10 more expensive than it actually is. How do they do it?

Mostly by using minimalist logos, cream-colored backgrounds, and maybe some gold or silver foil. And the thing they leave off? Animals.

They’ve also done tests where they poured the same wine from different bottles to see if drinkers liked the wine more if they liked the label. Head to NPR to see what other tricks the book reveals.