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Apr 8, 2009


This display in Fratelli Fresh, Danks St, Waterloo demonstrates a bunch of the cues necessary to signal freshness.  Fratelli Fresh is a traditional green grocer that has operated out of a warehouse stud for some time, long before it became fashionable amongst store designers.  The natural light demonstrates that product which shows colour in that light is fresh.  The brown hessian and paper bags signal 'traditional grocer', and 'quality', and these days have almost an inverse 'snobbishness'. The boxes and blackboards signal a 'marketplace' also suggesting freshness, being close to the producer (while in the middle of the city), and a return to basics. While nothing can substitute for quality product, these cues all serve to subtly reinforce the decision to shop here, and pay a premium.

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