skills/linkedin-infographic-studio/references/copy-quality-contract.md

# Copy quality contract

Design copy is part of the visual hierarchy. It must earn space on the artboard.

## Primary message

Choose one primary message for the post. Supporting lines may explain mechanism, evidence, consequence, comparison, or action, but they must not compete with the primary message.

## Hook standard

A strong hook is specific enough that the reader can predict the subject and curious enough that the visual still has something useful to reveal.

Prefer:
- a concrete tension
- a non-obvious relationship
- a precise contradiction supported by the content
- a useful question
- a specific consequence

Reject:
- generic importance claims
- vague transformation language
- empty urgency
- throat-clearing introductions
- exaggerated superlatives
- abstract claims that could fit any topic

## Slot discipline

Write for visual slots:
- eyebrow or context label
- headline
- optional subline
- visual labels
- evidence or explanation
- takeaway
- optional CTA

Do not write a paragraph first and force it into the layout later.

## Compression order

When the artboard is dense:

1. remove repeated explanation
2. combine lines that perform the same job
3. remove low-information labels
4. shorten examples
5. reduce component count
6. only then consider modest type reduction

Never solve density by turning every sentence into a tiny label.

## Specificity check

Every major line should contain at least one useful element such as:
- named concept
- mechanism
- evidence
- comparison
- consequence
- decision rule
- action

If a line can be deleted without losing meaning, delete it.

## Relationship between copy and visual

The headline should set up the visual relationship, not explain the entire post.
The visual should carry part of the argument.
The takeaway should complete the idea instead of restating the headline.

## Anti-patterns

Reject copy that relies on:
- repeated `not X, but Y` constructions
- generic `here is why this matters` framing
- `this changes everything`
- `the future of` without a specific claim
- excessive colon-led labels
- repeated one-word category chips
- fake metrics or proof language
- CTA language that is unrelated to the actual post

## Final read

Read the artboard top to bottom without animation. If the copy feels like a slide deck compressed into one page, edit again before styling further.