Morphology
NB: all statistics are made on a set of 1552 elements.
OVAL
It’s both egg shaped or an ellipsis, in horizontal or vertical way. It’s the commonest shape, amounting to 60 %.
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ROUND
A perfect circle. Not too frequent: 12,5 %.
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SQUARED
It’s both a square or a rectangle, with rounded or edged corners.It’s very rare: 2 %.
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POLYGONAL
It includes several geometrical shapes, such as triangle, trapezium, exagon or an irregular polygon. This shape, like the squared, can show rounded (most times) or edged corners. It’s very rare: 4 %.
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SHAPED
This category includes both all shapes we cannot assimilate to existing stereotypes and shapes of objects and natural elements. These ones identify a feature of the fruit. First below label, Sicily shaped, highlights the geografical origin of the fruit (citrus in this case) and by a clear and direct iconographical message it’s an excellent advertising strategy, since the region in question is well known for citrus production. The second label, a medal, shows, on the contrary, a different message: the text “Especial” indicates the product quality, that’s confirmed unequivocally by the medal. The fourth label, leaf shaped, call to mind the nature and, therefore, the genuineness of the fruit.
Not too frequent: 9 %.
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MIXED
It’s made by the union of 2 or more principal shapes. Like a Round, it’s not too frequent: 12,5 %.
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