The orientation data were analysed in R using the Circular package. We excluded the 12 participants who reported recognising the Izadi wine brand from the wine analyses. The results are detailed in Table 1 and Fig. 4. Kuiper’s Test of Uniformity was significant for all four of the experimental stimuli, indicating that the orientation of the stimuli that was chosen by the participants was not random — that is, there was some consistency across participants in terms of the orientation in which they placed the elements on each package