One observation of note here is that the packaging for higher value goods, such as wine, plays a more important role in product value as compared to goods of lower value, such as pasta. The fact that there was no effect in this study of preference for the wine, whilst there seemed to be a difference in terms of optimal alignment in Experiment 1, may suggest that the orientation task and the ranking task measure somewhat different things, the former being a better indicator of product value for higher value goods. It may also be the case that optimally aligned packaging imagery plays a much smaller role in perceived value for lower value goods, or indeed, other factors come to play a more important role for such goods.