Atomic Shelf Visual Identity & Art Direction Guide

1. Overall Aesthetic

Editorial sophistication meets BookTok energy. Every frame must feel like it belongs to a professional creative production — not a generic template.

Principles

Visual Language Checklist

Before approving any frame, verify:

• [ ] The opening composition establishes intent within the first 0.5 seconds
• [ ] There is one clear focal point per scene
• [ ] Foreground, midground, and background create depth
• [ ] Negative space is reserved for captions (top and bottom 15% clear)
• [ ] No essential information sits at extreme edges (platform overlays cut these)
• [ ] The book cover is presented as authentic product, never distorted
• [ ] AI-generated scenes are clearly illustrative, not presented as photographs
• [ ] Continuity is maintained: lighting, wardrobe, location, props match across scenes

2. Color Direction

Brand Palette

Color Rules

1. The palette guides the brand, never overpowers the book. If the book's cover is vibrant, the brand elements step back.
2. Never recolor or distort an official book cover to match the palette. The cover is the book's, not ours.
3. Additional colors are permitted when the book's genre, cover, and mood justify them — but they must serve the story, not the brand.
4. Text contrast minimum 4.5:1 against its background in all scenes.
5. Orange is for calls to action only — never for body text or decorative elements.
6. Green is for supporting information — timestamps, source indicators, progress.

Palette Application by Genre

3. Typography

Typeface Families

Maximum two typeface families per video unless a justified creative treatment requires otherwise.

On-Screen Text Standards

• Short phrases only — never paragraphs on screen
• Caption placement: consistently 12% from the bottom edge, centered or left-aligned
• Line spacing: 1.2× the font size
• Margins: minimum 8% of frame width on all sides
• Font size: minimum 6% of frame height for readability on mobile
• Contrast: text must have a background or stroke that ensures 4.5:1 contrast
• Duration: each caption stays on-screen long enough to read at 180 words-per-minute

Hierarchy

1. Primary headline — largest, on-screen first
2. Supporting text — secondary emphasis
3. CTA text — orange accent, final frame

4. Image Treatment

AI-Generated Cinematic Scenes

These are the default for narrative B-roll. Every prompt must:

1. Specify vertical 9:16 framing
2. Name the subject, action, and setting explicitly
3. Define lighting, mood, and visual style
4. Include negative constraints (no logos, no text, no watermarks, no distorted hands)
5. State continuity requirements for recurring characters/locations

Authentic Assets

• The real book cover is the only product asset — always use the approved file
• Author photos, publisher artwork, and verified illustrations are used only with explicit permission
• Never present generated scenes as actual scenes from a book's illustrations or as photographs of real events

Continuity Requirements

Every scene in a video must maintain:

• Lighting direction and quality (warm/cool, hard/soft)
• Character appearance (clothing, hair, age, ethnicity)
• Location consistency (same space, same time of day)
• Props that repeat across scenes must match
• Atmosphere and color temperature

If continuity cannot be maintained, insert a clear transition (a cut, a fade, a motion) that signals the shift.

5. Composition

Native Vertical 9:16

All output is 1080×1920 (or equivalent) vertical. Never deliver a horizontal video adapted with letterboxing.

Frame Zones

┌─────────────────────────────────┐
│           Safe Zone              │
│  (15% margin — no text here)     │
│  ┌───────────────────────────┐   │
│  │                           │   │
│  │       Active Content      │   │
│  │        Zone (70%)         │   │
│  │                           │   │
│  └───────────────────────────┘   │
│           Safe Zone              │
└─────────────────────────────────┘

• Outer 15% (per side): keep clear — platform UI overlays sit here
• Middle 70%: primary visual content and focal point
• Bottom 12%: reserved for captions (unless a creative treatment specifically justifies otherwise)

Shot Variety (Per Scene)

Every shot must serve a defined narrative function:

Never fill a video with interchangeable cinematic shots. Each shot earns its place.