Food marketing has increasingly become a complex field of study that involves sophisticated sensory and psychological models. Gastrophysics* is a research area that explores the impact of various sensory faculty like holding, seeing and even smelling can have on our perceived taste, quality and value of the products we purchase. As we demand richer, more luxurious and other non-tangible features from products we consume, manufacturers turn to gastrophysics. They study how different labelling, packaging and other physical attributes incorporated in packaging design can influence the taste of a particular food item or drink. In The Dieline article I explore the research available.