A carton loaded upright can respond differently from the same carton loaded on its side.
The force may travel through a different combination of panels, corners, seams and inner supports. The load applied by the machine can be identical while the stress carried by each part of the package changes.
Make the loading arrangement repeatable
Mark the intended top and bottom and record how the carton contacts the loading and supporting surfaces. Document whether the load is spread across a face or transferred through a defined contact pattern. Match the packing arrangement, conditioning and test method between comparison sets. If orientation is the variable under study, keep the rest of the setup fixed and report each orientation separately.
Check where the load went

Packaging sample showroom of SamBound New Material Technology Company Ltd. Company information at sambound.com.
Record the first visible deformation and the condition of the contents when the protocol allows inspection. An insert that carries load in one orientation may not do so in another. A controlled comparison can help select between designs under the tested conditions. A claim about allowable stacking in distribution needs evidence for the actual load, duration, environment and support arrangement.
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