Canon glossary

Distinguishing signal from noise depends on sensitivity and bias

Element that communicates what an action will do

If you can make it there, you can make it anywhere - using flagship example

People care more about individuals than statistics - use specific examples

The 8-block sequence below is the reference architecture for an activist

The single most lucrative slide in the activist canon. McDonald's $46bn

The single most-copied slide in activism. This is the exact layout, used

What separates a 5/5-visual-craft deck from a 3/5 one.

Showing others have done something, especially similar others

The recursive editorial discipline of asking so-what of every slide, chart, and statement until the answer is an implication for the audience — that final answer becomes the slide's title; the chain becomes its body.

Word-sized graphics embedded in text for data density

Squint at slide - can you still tell what's most important? Tests visual hierarchy

Time to navigate through path depends on length and width

Design key emotional beats: The Shock, The Vision, The Proof, The Choice, The Call

Interference when visual and textual info conflict - ensure consistency

Simple, Unexpected, Concrete, Credible, Emotional, Stories - making ideas stick

Add bonus before person decides - increases perceived value

Using font size, weight, and style to create reading order

Allowing reversal of actions reduces fear of experimentation

Breaking a pattern to create surprise and attention

Design usable by all people without adaptation

Design elements that guide users' eyes through the content intentionally

Order of perception through Size > Color > Position > Weight > Space

Elements' perceived heaviness based on size/color/complexity