In supermarket lingo, the “shadow line” refers to the darkness that falls over the top of a package when a supermarket shelf is too deep, or when the overhead light lands at a wrong angle. The mixture of light, and how it strikes a product, tends to leave a lot of products in darkness. This same shadow line had a marked effect on what an Indian mother-in-law saw when she gazed at cereal packaging. At the same time, from her height and perspective, what she saw was, in fact, ideal. There were colors she liked and appreciated the most, the vibrant, vivid, rich-hued ones that conveyed to her that
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