Like other page elements, the headline should evolve as the rest of the page elements are developed. Study the photos, the copy, and any graphics that will appear on the spread. Highlight phrases that describe the story, look for key ideas in the pictures, and list words and phrases that seem relevant.

The Purpose of Headlines

The headline introduces the opening metaphor or premise of the story. If the headline is clever and witty, a reader might expect the story and spread to offer up more of the same.

Does your headline:
• ...catch your attention?
• ...summarize what the spread is about?
• ...tease, tantalize and create anticipation for what’s next?
• ...sell the story to readers?
• ...direct the reader’s attention so they know where to start?
• ...reflect the style and personality of the publication?
• ...connect with readers’ emotions to create a sense of drama and consequence?

Tips For Writing A Headline

Because headline type is big, you do not have much space to get your point across. There are some habits, grammatically speaking, that will save space and use words economically:

• Keep it short and simple.
• Write in present tense. It uses fewer words than past tense.
• Use active voice. It uses fewer words and is more action oriented.
• Use picture nouns and action verbs. They create imagery in the reader’s mind.
• Do not split from one line to the next...a noun and a verb, a verb and an adverb, a noun, and an adjective, or split a prepositional phrase.
• Write headlines like sentences. Capitalize the first letter of the first word, and proper nouns.
• Do not state the obvious.
• Do not repeat the lead or introduction to your story.
• Tell the truth. Be accurate.
• Be creative, but do not distort the story.
• Avoid the familiar. Lead with unusual details.
• Capture the feeling. Express emotion of the moment.
• Focus the headline tightly, and center on the unifying idea of the spread.

The Purpose of Subheads

A second headline called a subhead, usually written in sentence form, performs the heavy lifting by introducing the opening action of the storyline. It sets up the story. It usually follows the main headline in smaller type, but it can also be used as a reading or read-out to the main headline.