Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the...

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Headline Writing & Design [heads up] Heads Up! Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well- written & creatively design headlines ~ideas shared by John Cutsinger Tina Klecka Rick Brooks Shannon Williams Laura Schaub Jostens Creative Accounts Managers

Transcript of Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the...

Page 1: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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Heads Up!Heads Up!It only makes sense that the

largest type on the spread captures & keeps your

readers’ interest with well-written & creatively design

headlines~ideas shared by John CutsingerTina KleckaRick Brooks

Shannon WilliamsLaura Schaub

Jostens Creative Accounts Managers

Page 2: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Verbal-Visual Verbal-Visual ConnectionConnection

–Well-written & designed headlines….

»Serve as informational content entry point»Unify visual elements creatively

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Page 3: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Tools of the TradeTools of the Trade

–Primary»Captures readers’ attention

–Secondary»Provides keen information & insights

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Page 4: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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Headline partsHeadline parts

Primary Primary headlineheadline

Secondary Secondary headlineheadline

Page 5: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Tools of the TradeTools of the Trade

–Sub-headline»Inset into story at key information points

–Label»Complementary at-a-glance, insightful content reference

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Page 6: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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Headline partsHeadline partsSub-Sub-

headlineheadline

Page 7: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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Headline partsHeadline partsLabelLabel

Page 8: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Tools of the TradeTools of the Trade

–Precis»Secondary headline & lead combination

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Page 9: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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PrimaryPrimary

PrecisPrecis

SecondarySecondary

Page 10: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Tools of the TradeTools of the Trade

–Specialty»Showcased quotes, information bytes

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Page 11: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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Specialty headline

Page 12: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Literary Devices Literary Devices

–Alliteration

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Page 13: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Literary Devices Literary Devices

–Antonym, synonym, homonym

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Page 14: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Literary Devices Literary Devices

–Onomatopoeia

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Page 15: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Literary Devices Literary Devices

–Rhyme

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Page 16: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Literary Devices Literary Devices

–Pun

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Page 17: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Writing ProcessWriting Process

–List 10-15 key words»Focus on content angle & significance

–Brainstorm rhyming words for key words

»List phrases that use those rhyming words

–Transition original key words into rhyming word phrases

»Capture the story with clever word play

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Page 18: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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List 10-15 key wordsList 10-15 key words»Hot»Fun»Travel»Family»Sweat»Thrills»Love»Curfew»Work»Tan»Swim»Lazy

1step

Page 19: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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Brainstorm rhyming words for key Brainstorm rhyming words for key wordswords

»Hot--not, knot, shot, trot, yacht»Fun--run, sun»Summer-bummer»Travel-gavel, ravel»Family-»Sweat-get, bet, net, jet, threat»Thrills-chills, spills, will»Love-dove, shove, above, glove»Curfew-blew, chew, renew, do, taboo»Work-quirk, jerk»Tan-span, fan, scan, clan»Swim-him, gym, whim»Lazy-crazy, daisy

2step

Page 20: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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List phrases that use rhyming words & transition List phrases that use rhyming words & transition key wordskey words

»Not by a long shot: Hot by a long shot»Summer: Summer’s bummers»Good will hunting: Good thrills hunting»Net gains: Sweat gains »Fits like a glove»Fan the flames»Bite off more than you can chew»Love in first degree: Love in the 100 degrees»Know a thing or two»Know it all»Stealing the show 3step

Page 21: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Designing GuidelinesDesigning Guidelines

–Primary/secondary relationship»Primary twice the size of secondary

–Contrast»Size, density, face, style, alignment, placement, justification, capitalization

–Type guide»Publication style considerations

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Page 22: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Kicker Pattern Kicker Pattern –One line of secondary above primary

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Page 23: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Wicket Pattern Wicket Pattern –Two lines of secondary above primary

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Page 24: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Hammer Pattern Hammer Pattern

–One or more lines of secondary below primary

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Page 25: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

Tripod Pattern Tripod Pattern –Two or more lines of secondary

beside line(s) of primary

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Page 26: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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Headline SamplerHeadline Sampler»Negative leading

Page 27: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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Headline SamplerHeadline Sampler»Color strategy

Page 28: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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Headline SamplerHeadline Sampler»“Grunge” font

Page 29: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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Headline SamplerHeadline Sampler»Type placement

Page 30: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

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Headline SamplerHeadline Sampler»Use of icons

Page 31: Headline Writing & Design [heads up] Heads Up! It only makes sense that the largest type on the spread captures & keeps your readers’ interest with well-written.

Headline Writing & Design

[yearb

ook

mis

sion] QQ&AA

You Never Know…You Never Know…»until you ask!


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