What you know influences what you taste
If I you were told that this was painted by a knockoff painter who specializes in fake Renaissance paintings, would you like it?
Would you buy it? Would you hang it in your livingroom?
What if I told you that, actually, it was painted by Raphael—arguably the third most-famous Renaissance painter (after Leonardo and Michaelangelo)? Would knowing that change your perception, your feeling about it?
Would you be more exalted, more inspired, more impressed, more awed knowing it was an authentic Raphael masterpiece?
I suspect the answer is, Yes, you’d be more impressed knowing it’s a Raphael. But why? The painting itself, in either case, real or fraudulent, is exactly the same: same colors, same images, same glow. It clearly took talent to paint it: Whether it was Raphael, or the knockoff guy, is irrelevant in that respect. So why does knowing it’s a Raphael cause you to feel so differently about it?
This is a parallel to the question of great wines I’m so fascinated with. If I take a wine that is, by all critical consensus, a masterpiece—let’s say, 2010 Cheval Blanc, a Parker 100, Enthusiast 100, Spectator 98—and pour it for you from a brown paper bag, and I don’t give you any visual clue whatsoever concerning what I think about it (I am poker-faced, as it were), but just hand it to you and say, “What do you think?,” what do you think you’d say? Assuming you have a decent palate, you’d probably say, “Pretty good wine.” If I really pressed you to give it a score, maybe you’d do 94 or a 95; psychologically, it’s almost impossible for someone tasting blind or, in this case, double-blind, to rate a wine higher than that, because, in the absence of knowledge of its identity, the risks of being too high (or too low for that matter) are simply too grave. So 95 points is probably the best you’re going to be able to do, and I strongly suspect you’d be lower than that.
Instead of the double-blind thing, let’s say I give you a glass of the wine with a broad smile on my face—I’m clearly pleased—and say to you, “My friend, this is a masterpiece. Perfect scores from Parker and Enthusiast. Almost perfect from Spectator. Smell it; savor it; this is a wine you will remember for a long time.” I bet you’re going to agree with me (and with Parker, Spectator and Enthusiast) and be dazzled. (Yes, this presumes you can appreciate a great Bordeaux/St. Emilion. But of course you can; otherwise, you wouldn’t be reading this blog.)
See, in this case the knowledge of the wine’s identity–with all the associations it conjures up—is silently working its magic on your brain, shifting your perceptions upward, inclining you to favor it—just as if I gave you a glass of wine I told you was Two-Buck Chuck, you’d probably be inclined downward in perception. Same phenomenon with the painting and the wine.
This analogy settles, I think, the objective-subjective question we’re always dealing with: Is wine appreciation objective? Yes, in the sense that a professional should be able to identify its quality up to a very high level. In terms of point scores, I’d put that level—as I said above—at about 95 points. All very great wines are 95 point wines.
But to get above 95 points you have to let the subjective appreciator within you have free range. That is the best way, the most logical way to stretch that 95 points up to 98, 99, 100. You have to know the wine is Cheval Blanc, just as you have to know the painting is by Raphael, to really experience its greatness. For a large measure of that greatness has nothing to do with what’s in the glass; it was created, and exists, in your mind.
By the way, the reason this is important, and not just some bit of esoteric sophism, is because it relates directly to prices. If we accept the fact that you can potentially add hundreds of dollars to the price of a bottle of wine solely due to its psychological-subjective impact on the brain, then we have opened up a can of worms, or perhaps the better metaphor is that we have carved out a slippery slope. For those of us witnessing mudslides in this El Nino California—events that destroy homes—a slippery slope, unrestrained, can wreck utter havoc on the things that slide down it.
P.S. This post was inspired by an article in yesterday’s San Francisco Chronicle about this painting, “Portrait of a Lady With a Unicorn,” said to be by Raphael.