Recently I saw a package bearing the following sign:

My first thought was how clever it was that the label was showing which direction should be down, in bold defiance of the usual trend.

In a way this choice makes more sense. After all, down is the direction of Earth itself, toward solid stability. The bottom of a box is its supporting face, the one upon which it will ultimately touch down, after the carrier has relinquished his trusted burden.

How much more clever to orient according to this direction, rather than employing yet another tired sign that merely points upward toward the ethereal sky.

Just as I was congratulating both myself and the unknown label designer, I suddenly realized that the box was upside down.


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