Unit 11 The Headline

Purpose of headlines Lure the reader away from the pictures

long enough to enjoy the story.

Write in present tense Wrong: Having to sneak on campus with rollers

and leotards on kept Hi-Steppers humble Right:Sneaking on campus wearing rollers,

leotards keeps Hi-Steppers humble

Eliminate articles: a, an and the. Wrong: The approved skip day is a treat for the

seniors Right:Sanctioned skip day is senior treat

Don’t split verbs at the end of a line. Wrong: Violin soloist goes for first place prize Right:Violinist wins top solo prize

Don’t end a line with a preposition. Wrong: Exhibit features art by students and

faculty Right:Exhibit features student, faculty art

Don’t split names at the end of a line. Wrong: George Smith, JanJones win debate finals Right:Smith, Jones team takes debate finals

Choose sparkling verbs. Wrong: FFA stock show, rodeo draws large

audience Right:FFA stock show, rodeo wrangles-up a

crowd

Don’t write labels for the spread. Each headline should include a noun, verb and direct object. Wrong: Swim Team Right:Aqua-mania swamps team;Swimmers bring home medals

If you use a direct quote in a headline, always punctuate it with single quotation marks. Used in headlines to save space since

it’s thinner than the double quote mark.

The comma, semi-colon and colon are the only other punctuation marks regularly used in headlines. The comma replaces “and” in a series. SampleNew dress code sports shorts, sundresses, tanks

When a headline offers a separate thought, requiring a second sentence, use a semi-colon.

Never use a period in a headline. SampleRush for prom frock;worry about date later

Use a colon to set off a list. SampleFads demand: three earrings, two watches, one sense of humor

An exclamation point is used only when absolutely necessary

Place the headline adjacent to the body copy (either on top or to the left)

Need for visual coordination is required.

Should fit within the column structure of the layout.

Common point sizes (18, 24, 30, 36, 42, 48, 54 and 60.

Caps and lower case: commonly used in magazines and newspapers. SampleTennis Doubles ShowOrder on the Court

Sentence Style: known as downstyle, set like a sentence with no period. SampleTennis doubles show order on the

court

All caps: Set all capital letters. SampleTENNIS DOUBLES SHOWORDER ON THE COURT

All lowercase: Set all lowercase Sampletennis doubles showorder on the court

Primary: larger and carries the story’s main message.

Secondary: smaller type and expands on the information in the primary headline.

Kicker: a secondary headline providing additional information. Always placed above the primary.

Hammer: a short primary, set in a large type size and placed above the secondary.

Tripod: combination of primary and secondary where building blocks support each other both visually and logically. Secondary usually placed to the left of the primary to form the tripod unit.

Wicket: has a three-decked secondary headline reading into the primary headline. Good place to use a quote.

Extended headline: also used as a secondary headline that reads into the primary. Without the limit of three decks.

Spread headline: has an unusually large amount of space between each letter. Short headlines. Each letter spread an equal distance.

Screened letters: effective when you design with large type. Larger than 60 points to reduce overpowering.

Artwork: when used subtly, makes a difference in an otherwise average layout.

Internal heads: are used within a large block of copy to break up the grey area. Briefly explain the paragraphs they precede.

Jump head: if a story runs too long for a page and continues onto another, a jump head signals the beginning of the continuation. Either a word from the original headline or a condensed version of the headline expressing the same meaning.