Headline writing and designPresentation Transcript
Clean type . . . with flair
SerifBookman Old Style Garamond Goudy Old Style Palatino Times New Roman
Sans serif Bell Gothis StdFranklin Gothic Medium Gills Sans Helvetica Neue Stone Sans ITC
Posture: Roman/ItalicsWeight: Light, Medium Bold, Black Width: Regular/ Extended/Expanded Condensed
Pack a punchwith headline designing and writing
What mustthe words and art do?
Sell and tell.That is function of pointers, teasers, promos, refers, headlines decks and secondary headlines.
How do you create a design headline? Think of the word contrast and a secondary headline associated with the main head that reads into/out/or both from the main display head
Contrast1. Size2. Race3. Posture4. Width5. U&lc and small caps6. Leading7. Letterspacing/wordspacng8. Baseline9. Alignment, FL/FR/Center/Asy10. Color11. Art12. Graphic devices like lines/rules/ tint blocks
Collect samplesfrom other publications for inspiration and readapting
Design heads in use
Events of the 2000s that altered the world and UM LILIANA OYARZUN IBIS STAFF LILIANA OYARZUNthrough the decade
Be energetic. Use verbs. Propel the readers to action. Persuade them to turn the page or to remember to go online. Notice how every sentencein this paragraph starts with a verb. See what I mean?
Think simply. Simple sells.Sometimes the best headline is straightforward: Just the facts. When in doubt, dont try to be clever. Instead, use eye-opening facts clearly and directly.
Speak authoritatively about the subject and in the voice of the publicationbut sound like your best friend is talking to you. Teases must talk to readers. They must be conversational.
Attract, invite, intrigue, encourage, evoke, promote, promise and inform.Simultaneously. Concisely.
What to avoid in headlines: The overuse of the name of the school, nickname or mascot.Breaking prepositional phrases between lines. Making sure the headline agrees with the art and the lead. The same word used twice in headline or in headlines on facing pages. Beware of abbreviations, nicknames or editorializing in a headline.
Guarantee satisfaction to a reader.Make sure the package being touted is worth the attention.Pity the reader who follows a tease only to be disappointed with the result of her effort.
‘Get it.’ Make sure you are not the only person who “gets” the connection with a movie catchphrase or song title or other pop reference. Ask a colleague (preferably a coworker who doesn’t look like you). Not everyoneshares all your life experiences -- even in this information culture.
Reinforce content. Readers try to connect the headline with the art on any page layout.They try to connect the words and the pictures. A headline/teases type must reinforce its image; its image must reinforce its type. If not, the reader misses the connection and the communication fails.(Communication is about making connections.)
Serve two purposes. Most of the words on a page or spread are either informational (content) ordirectional (page references, labels, etc.) Successful teases do both.