Then, there are studies of proprietary berry-based nutraceutical supplements, purported to improve cognitive performance. At 1:11 in my video Flashback Friday: Benefits of Blueberries for the Brain and below, you can see how the supplement group has a steeper rise in cognitive performance over the placebo group. Looks impressive, right? Ah, but old hats will instantly recognize this as the timeless trick featured in the 1950s classic, How to Lie with Statistics. If you look closely at the chart, you’ll notice the Y axis does not start at zero. That’s to inflate the appearance. When you correct the graph and start that axis at zero, you can see the effect doesn’t look quite so impressive.