# Dark kinetic typography

**Genre:** vertical motivational shorts carried entirely by type. No footage, no people.
One idea per beat, read in under a second.

- **Type:** heavy condensed sans, all caps for the punch words; very large (a word can own
  the frame); tight leading; at most two weights on screen.
- **Motion language:** words *arrive*, they don't just appear. Slams with a short overshoot,
  per-word or per-character entrances, a weight or scale swell on the key word, a highlight
  sweep for emphasis. Fast in, then a clean hold long enough to read.
- **Rhythm:** something changes every 1–2 s; each frame shows one dominant word or line,
  never a paragraph.
- **Palette:** near-black ground, off-white type, ONE accent colour reserved for the single
  most important word of a beat (and the last frame).
- **Ending:** a held final card (the key word or CTA) — never an empty frame.

**Do not copy:** the references' words, fonts by name, exact layouts or colours. Learn the language.