An interesting article in Wired about the increasing effectiveness of placebos in clinical trials.

* The color green reduces anxiety, adding more chill to the pill.
* White tablets—particularly those labeled “antacid”—are superior for soothing ulcers, even when they contain nothing but lactose.
* More is better, scientists say. Placebos taken four times a day deliver greater relief than those taken twice daily.
* Branding matters. Placebos stamped or packaged with widely recognized trademarks are more effective than “generic” placebos.
* Clever names can add a placebo boost to the physiological punch in real drugs. Viagra implies both vitality and an unstoppable Niagara of sexy.