Transcript Unit 11: The Headline - North Clackamas School District


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, Jan
Jones 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.
 Sample
New 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.
 Sample
Rush for prom frock;
worry about date later

Use a colon to set off a list.
 Sample
Fads 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.
 Sample
Tennis Doubles Show
Order on the Court

Sentence Style: known as downstyle, set like
a sentence with no period.
 Sample
Tennis doubles show order on the court

All caps: Set all capital letters.
 Sample
TENNIS DOUBLES SHOW
ORDER ON THE COURT

All lowercase: Set all lowercase
 Sample
tennis doubles show
order 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.