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Why Australia bottles up its air thumbnail4:41

Why Australia bottles up its air

What to study

Curiosity Gap

  • Bottling air sounds like a joke, but the racks of silver canisters show it's real.
  • The cleanest air in the world explains what's inside but not why anyone would keep it.
  • The diagonal split puts the stored air beside the headland it came from.
How the packaging works
Title

'Bottles up' is a homely phrase for a scientific archive, which makes the idea sound stranger and more fun than 'collects air samples' would.

Thumbnail

Rows of identical canisters read as a collection at any size, and the red caption with its arrow ties that collection to one remote headland.

Remix this

When your subject is a strange collection, show rows of the stored items on one side and the place they come from on the other. Describe it in the title with a plain, everyday verb.

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The transferable lesson

Describe an expert practice in everyday words and show the evidence, so it sounds odd but clearly real.

NicheScience
Video formatExplainer
Click driverCuriosity GapExpectation ViolationScale & Specificity
Visual signalSplit ScreenHeadline TextArrowRepetitionPhotographyNo face

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  2. 2 Define your title, promise and thumbnail
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