If product designers are doing it right, though, you shouldn't even be consciously aware of all the fine-tuning that happened before something hit the shelves. In fact, as the researchers of that condiment paper point out, the color of the Heinz baked beans can was designed to mesh well with the color of the beans themselves. Data shows that if you like the look of the packaging, you often think the product tastes better. This is why high-end, artisanal product companies invest so much in their packaging. And incidentally, even though Heinz is the most popular brand of ketchup by far, in blind taste tests it often ranks near the bottom. A study like that would lead many to believe that Heinz simply isn't worth it. If it doesn't really taste the best, why buy it? But the author of the paper pointed out something I hadn't considered before: if the Heinz packaging makes you perceive it as better-tasting than it "really" is, what does it matter? It still tastes better.