1. Headlines
Pack a Punch with Words

2. Headlines = Power
Headlines provide a powerful entry point for readers.
Headlines are the first TEXT that a reader looks at on a spread (pictures always come very first).
An effective headline should hook readers’ interest and tell them what the story is about.
Headlines provide a connection between the verbal and visual elements on a spread.

3. Verbal-Visual Connection
Headlines should be both well-written and well-designed.
Well-Written . . .
Captures & keeps readers attention with clever word play & specific details
Reflects the module story coverage
Well-Designed . . .
They are visually appealing and attention grabbing.

4. Visual-Verbal Connection

5. Tools of the Trade Primary Headline = The main headline
few well-crafted, creatively designed words
captures readers’ attention and delivers the key message.
Sub-Headline = The second tier of information on a primary headline.
adds more detail about the subject.
written in sentence format.
displayed above, below, or to the side of the primary headline.
Secondary Headline = Headlines attached to secondary modules
Secondary headlines do NOT need to have sub-headlines.

8. Primary and Secondary Design Patterns

9. Now, time to Create a Primary Headline
The following slide has a picture of the spread without any headlines. Your job is to create a headline for that spread. Follow the steps on the “Headline Training Application” assignment to create the headline.

11. If you need it

13. Primary and Secondary Design Patterns
Kicker: A short, single-line secondary headline placed ABOVE the primary head.

14. Primary and Secondary Design Patterns
Wicket: A multi-line secondary headline placed ABOVE the primary head.

15. Primary and Secondary Design Patterns
Hammer: A secondary headline placed BELOW the primary headline.

16. Primary and Secondary Design Patterns
Tripod: A multi-line secondary headline placed beside the primary head.