Powerpoint -Headline rules

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Attract the Reader
With Dynamic Headlines
Compiled by Dianne Smith, CJE Alief Hastings High
School Houston, Texas August, 1999
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A well-written story will go unread if the
headline does not grab the reader. Headlines also
serve as a graphic element on the page.
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Headlines generally consist of two parts, a
primary and a secondary.
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The primary head is visually more prominent and
more important.
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The primary head captures the readers attention.
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And ties into the lead of the story and the
subject of the photo.
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The secondary headline adds information found in
the story.
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There are four basic combinations of primary and
secondary heads
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1. Hammer 2. Kicker 3. Tripod 4. Wicket
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A hammer consists of one or more lines of primary
over one or more lines of secondary.
Hammer
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A kicker consists of one line of secondary over
one or more lines of primary.
Kicker
Five inches of rain dont dampen festivities
Reign Rain
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A tripod consists of two or more lines of
secondary stacked beside the primary. This is a
more graphically challenging design.
Tripod
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A tripod consists of two or more lines of
secondary stacked beside the primary. This is a
more graphically challenging design.
Tripod
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A wicket consists of two or more lines of
secondary over one or more lines of primary.
Wicket
Secondary
Primary
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Checklist
Use fact-filled secondary heads and eye-opening
primary heads.
Use contrasting type styles between primary and
secondary heads bold and ital, for example
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Checklist
Do not split an infinitive or prepositional
phrase from one line to the next.
Dont split a word with a hyphen from one line to
the next.
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Checklist
Do not split a proper name from one line to
another.
Dont split a verb phrase, prepositional phrase
or infinitive phrase from one line to another.
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Checklist
Omit the articles a, an and the.
Use numerals rather than spelled out number names
Dont abbreviate unless the readers will
understand.
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Checklist
Avoid passive forms of the verb to be.
Refer to the Associated Press Style Book if
necessary. Consistency of style is important.
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Checklist
Primary head should be tied to the main photo if
there is one.
Avoid using the name of the school or mascot in
the headlines.
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Checklist
Avoid stating the obvious. Tell the reader
something new.
Do not repeat key words from one part of the
headline to the other.
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Checklist
Use literary techniques such as alliteration,
puns, satire if appropriate.
Quotes make great secondary heads.
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Checklist
Write in present tense if the event has already
happened.
Write in future tense or use infinitive (to
verb) to show that something will happen in the
future.
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Checklist
Main headlines do not necessarily have to have a
subject and verb.
Secondary headlines should always have a subject
and a verb.
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The End
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