Masaru Emoto (江本勝, Emoto Masaru, b. July 22, 1943, Yokohama, Japan) is an author known for his controversial claim that if human thoughts are directed at water before it is frozen, images of the resulting water crystals will be beautiful or ugly depending upon whether the thoughts were positive or negative. Emoto claims this can be achieved through prayer, music or by attaching written words to a container of water.
Since 1999 Emoto has published several volumes of a work titled Messages from Water, which contains photographs of water crystals next to essays and "words of intent".
Emoto's water crystal experiments consist of exposing water in glasses to different words, pictures, or music, and then freezing and examining the aesthetics of the resulting crystals with microscopic photography.
Emoto's work does adhere to the long established practices and procedures of the scientific method, such as double blind controls, which have been developed to reduce the effect of statistical anomalies and experimenter bias. Emoto states, "Our efforts include the use of blinds to remove the possibility of change from the researchers' thoughts. We do this because we don't want the thought that the water being told "Thank you" will produce a more beautiful crystal than that being told "You fool" to have an impact on the results. We label the sample dishes with letters of the alphabet, and don't reveal which water is which until after the results have been seen."