Words printed at the bottom of a page that repeat the first word on the next page, used in older books to help readers follow the text; also, memorable phrases or slogans repeated often.
From 'catch' + 'word,' dating to the 1500s. Originally a printing term when 'catch' meant to capture or seize attention, and 'word' referred to a term or phrase. The meaning expanded to include any frequently repeated or catchy phrase.
Catchwords were a medieval printer's lifehack before bookmarks—they're like a 'continued on next page' sign built right into the page. Today we see their descendants everywhere: from movie taglines to political slogans that stick in your brain.
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