HEADLINES
Grabbing reader attention
WE NEED
HEADLINES.
WHY?
• They attract attention
• They provide a link to content
AND WE NEED
SECONDARY HEADS.
WHY?
• They give us content clues
• They provide a link
HEADLINE TERMS:
Primary or main headline:
The main part of the headline; the
most important words
Secondary or subheadline:
Usually in sentence form, it adds
information either above or below
the main headline
Both are necessary parts to every headline package.
HAMMER:
This pattern features a primary
headline over one or more lines of
a secondary headline.
HAMMER
IT
After the main headline pulls the reader onto the spread,
the detailed secondary headline provides specifics
KICKER:
In this headline pattern, a label
often sits atop the main headline
GIRLS’ VARSITY SOCCER
WHAT A
KICK
After the main headline pulls the reader onto the spread,
the detailed secondary headline provides specifics
WICKET:
This headline pattern is the
opposite of the hammer with the
secondary headline on top
Drawing the reader into the story
is one function of well-written
MAIN
TRIPOD:
This headline pattern places the
secondary headline beside the
primary headline.
Drawing the reader
into the main head
gives the tripod
POWE
R
STYLE
• Write with action verbs
GUIDELINES:
•
•
•
•
Write in present tense
Use single, not double, quotes
Forget the periods in main heads
Avoid abbreviations
• Go for impact, cleverness
• Magazine-style heads may not be
always be phrases with verbs
VISUAL / VERBAL
The key to powerful headlines is to
LINKS:
establish a strong visual/verbal
connection between the dominant
photo on the spread and the main
headline
POWER IT UP:
Want even more bang to your headlines?
Try these techniques:
• alliteration
• onomatopoeia
• rhyming
• pop-culture references
• puns and word play
• clichés and common sayings
ALLITERATION
ALLITERATION
ALLITERATION
ALLITERATION
ONOMATOPOEIA
ONOMATOPOEIA
RHYMING
RHYMING
RHYMING
RHYMING
POP CULTURE REFERENCES
POP CULTURE REFERENCES
POP CULTURE REFERENCES
POP CULTURE REFERENCES
POP CULTURE REFERENCES
PUNS AND WORD PLAY
PUNS AND WORD PLAY
PUNS AND WORD PLAY
PUNS AND WORD PLAY
CLICHES AND COMMON SAYINGS
CLICHES AND COMMON SAYINGS
CLICHES AND COMMON SAYINGS
PAY ATTENTION
AND
LOOK AROUND YOU—
Magazines and newspapers can
be great sources for inspiration
but don’t stop there.
MAKE THAT
VISUAL /VERBAL
CONNECTION
That’s what grabs the readers
and pulls them into the story.
HEADLINES
created in conjunction
with Lynn Strause
Herff Jones Special Consultant