An inscription commonly found on cardboard boxes and crates, particularly ones that contain electronic equipment or fragile items. Indicates that a box is to be stored, shipped, or opened with a certain side facing upwards. The words "This end up" are usually written alongside or within an arrow indicating the direction of "this end".

Some fragile items may be damaged if the box they are in is turned on its side or upside down. However, modern packing materials make this unlikely; if you open your package from the wrong side, you will simply find that you are looking at the bottom of the television, wigglescope, or monkey shipped within.

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