Just finished Malcolm Gladwell’s article on ketchup, which Peterme and Christina liked so much. The article explores the connection between consumer research and our tastes. The best quote: “The mind knows not what the tongue wants.”

Immediately afterwards I was grocery shopping (and bought some Gulden’s mustard, incidentally) and saw this:

I wouldn’t be surprised if the upside-down ketchup bottle came out of similar ethnographic observation that resulted in the “EZ pour” child-friendly bottle. In this case it’s about adjusting the product to fit the way people actually use it, like desire lines. I just wonder if they had to educate stock clerks on which way to display the bottles.

Also, Nick writes in with a pointer to their bitchin’ label copy.