Story
Copy is the spine
One thought per line, a few words, one emphasised word.
Takeaways
- Second person, plain words.
- Three to seven words on screen at once.
- Exactly one emphasised word per line.
- Cut words before speeding up the type.
What it means
People read while the picture moves, so the words have to be quick: second person, plain language, three to seven words on screen at once. One word per line carries the turn, and the eye lands on it.
In a RasanAI film
The copy linter flags brochure language and buzzwords. Each line gets exactly one emphasised word (colour, weight, size or italic), and a longer line is split into two beats rather than shown faster.
Origins and sources
Signaling principle, Richard Mayer, Multimedia Learning: cue the one thing that matters.