Keep Flat Versus "This Side Up": When To Use Each Orientation Instruction

Keep Flat A handling instruction requiring the package to be kept flat during storage and transportation. The phrase directs handlers to ensure the parcel rests on a designated flat face for the duration of handling and movement.

Orientation instructions come in various forms: Keep Flat, This Side Up (often shown with arrows), Do Not Stack, and pictograms indicating fragile contents. Though they sometimes overlap, each instruction serves a distinct purpose. Choosing the right label reduces damage, helps avoid carrier disputes, and aligns packaging design with handling realities.

Primary Differences

At first glance Keep Flat and This Side Up appear interchangeable, but practical distinctions matter:

• Orientation Specificity: "This Side Up" specifies which face should be up — usually the one with arrows — but allows the package to sit upright on that face even if it creates a narrow footprint. "Keep Flat" specifically requires the package to lie flat on a broad face, discouraging standing on ends.
• Typical Use Cases: "This Side Up" often protects items where being upright prevents spillage (e.g., sealed liquids) or keeps labels readable; "Keep Flat" controls load distribution and internal restraints (e.g., stacked glass or laminated panels).
• Stacking Behavior: "Keep Flat" implies the item may be stacked only if its flat face and weight ratings support it; "This Side Up" does not automatically limit stacking unless paired with "Do Not Stack".

When To Choose "Keep Flat"

Use Keep Flat when:

• Load Distribution Matters: The product requires even support across a large area (glass panes, stone or tile samples).
• Internal Components Might Shift: Tray-loaded components or sealed multi-level assemblies that rely on gravity to stay seated.
• Seals And Coatings Are Orientation-Sensitive: Wet coatings, adhesives, or finishes that may run or settle if tilted.

When To Choose "This Side Up"

Use This Side Up when:

• One Face Must Remain Up: Containers with a clear top, vent, or label position that must be upward.
• Liquid Or Semi-Liquid Contents Are Present: Prevent spillage without necessarily requiring a broad flat footprint.
• Orientation Determines Function: Displays, frames, or assembled products whose visible side must remain on top during transport.

How To Combine Or Layer Instructions

Large or complex shipments may combine instructions. Best practice is to make them complementary and not contradictory. For example:

• Pairing: Use Keep Flat with "Do Not Stack" when the item cannot support weight even when flat.
• Redundancy: Place orientation arrows plus a bold Keep Flat legend on the intended flat face and on adjacent faces so handlers see the instruction regardless of approach.
• Documentation: Include orientation requirements in the BOL/manifest and in the ASN so carriers can allocate appropriate handling resources.

Carrier And Automation Considerations

Automated sortation systems are blind to human-readable orientation labels and can rotate or invert parcels. If a shipment must remain flat, consider:

• Box Geometry: Low-profile boxes reduce the chance they will be turned upright by roller conveyors.
• Internal Protection: Cushioning that protects the product even if orientation is briefly incorrect during automated handling.
• Service Selection: Choose handling-sensitive shipping services (white glove, freight with palletization, or dedicated truckloads) rather than standard parcel networks.

Example Decision Matrix

Choose Keep Flat if the primary risk is compression or internal shift when the package is on edge. Choose This Side Up if the product must remain upright but can safely be upright on a narrow base. If both apply, specify both and design packaging to enforce the stricter requirement.

In short, the Keep Flat label specifically demands that a package remain flat through storage and transit — a different control than the more general This Side Up. Select the instruction that matches the product’s failure modes and enforce it with packaging design, documentation, and carrier/service choice.