You can’t judge a book by its cover.
That doesn’t stop us from trying, though.
The same could be said about the way I select wine. My unrefined palette being what it is, practically anything from the cellar will do the trick. That makes a bottle’s label of the utmost importance for a drinker like me, who’ll take a quirky name or amusing image and design over the finest full-bodied Shiraz any day.