A new study co-authored by an Oregon State University faculty member indicates that the way that a bottle of wine is packed and designed will impact how it tastes to the consumer.

“Without a doubt, how something looks affects how things taste,” said Keven Malkewitz, assistant professor of marketing. “You would be surprised, though, how many companies don’t understand what messages they are conveying with their designs.”

Malkewitz’s study surveyed more than 300 individuals and 125 design experts on many of the top brands of wines.

The study will appear in the May issue of the Journal of Marketing.