Match light fare with light wines.
Match fuller bodied wines with bolder flavors.
Match wines with foods that have the same flavors.
Match acidity of citrus dishes with an acidic wine.
Contrast fatty foods with acidic or tannic wines.
Pair sweet wines with salty dishes for a nice contrast. But beware of much salt.
Pair a dessert wine sweeter than the dessert.
Avoid young, fruity wines with truffles. Instead, pair Pinot Noir with truffles.
Try food friendly wines first, such as Sauvignon Blanc, Pinot Noir, Cotes du Rhone, and sparkling wines including rosés.
Experiment, and trust your own taste preferences.
Match wines and foods from the same regions.
Consider flavors of marinade and sauce.
Consider flavors brought by the cooking method (especially smoking or grilling).
Mute the strong flavors of asparagus, fennel, artichoke, or spinach with fat (butter or cheese).
Consider acidity of tomatoes carefully; try a rosé or Sauvignon Blanc.
Beware of the acidity of vinegar. It must be matched in the wine along with some sweetness. Use gourmet vinegars instead, such as balsamic or sherry.
No pairing is wrong, if you like it!