Expectation and Reversal: A Video Explanation

We’ve talked about setting up expectations and then reversing them in a way that makes the reader/viewer see things in a different way so they feel engaged and delighted instead of swindled (the infamous Gotcha). I love this video because it’s a great short visual for that concept:

My fave is the lightbulb that lights up instead of breaking; not just a reversal but a delightful surprise.

Originally on Vimeo.

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