Passing concepts
Play sequencing
Calling plays in a deliberate order so an early look sets up the counter to it later.
Play sequencing is the playcaller showing a formation and concept early — often in a low-leverage spot — purely to record how the defense reacts, then returning to the identical picture later with the counter off it.
It is why some offenses produce a strange first quarter followed by explosive plays after halftime, and why individual player usage can be concentrated in specific drives rather than spread evenly across the game.