The flavor of chocolate is of primary concern to the artisan confectioner. However, it is not enough to decide if a chocolate tastes good. In matching a chocolate to a specific use, flavor nuances must also be taken into account. A chocolate with fruity flavor notes might be more appropriate with a fruit-flavored ganache, while a dark-roasted, earthy chocolate might better complement a hazelnut gianduja. Although high-percentage chocolates have an important place in confectionery, a lower-percentage, lower-roast chocolate might be just right to make a delicately infused lavender ganache in order to allow the light, floral aroma to shine through. That high-percentage chocolate might be better used to stand up to the bold impact of a liquor cordial. Matching the right chocolate to individual flavors is an important step in fine-tuning confections and can be an effective marketing tool with knowledgeable consumers. As Americans become savvier about chocolate and food in general, more information about the percentage and origin of the chocolate being used becomes a powerful selling point for artisan confections.