Colour affects our perceptions too. In 2001 Frédérick Brochet of the University of Bordeaux asked 54 wine experts to test two glasses of wine – one red, one white. Using the typical language of tasters, the panel described the red as "jammy' and commented on its crushed red fruit.

The critics failed to spot that both wines were from the same bottle. The only difference was that one had been coloured red with a flavourless dye.