Headline news is a summary of the main point of a story in an attention-grabbing way that influences reader engagement. It can pique curiosity and set the tone of the article, guiding readers on what to expect. Effective headlines are concise and free of clutter. They typically use action words, puns and alliteration to grab attention and evoke emotion.
In print, headlines must fit the space an editor has left for the story. This is generally determined by a style guide with guidelines such as 2-36-3, which means the head should be two lines of 36 point (pt) type. The writer of the article, usually a reporter, rarely writes his own headline, although he may suggest a head and editors often edit it for brevity, clarity and to make it fit. To gauge the likely size of a head, copy editors can drag a text frame the column width of a headline, start typing and then check the point size on the count guide at the top of InDesign.
A good headline is the equivalent of a strong byline for a newspaper article. It catches the attention of skimmers, provides context and draws in casual readers. It also sets the tone of the article, influencing whether it is entertaining or serious, factual or speculative.
While it is tempting to sensationalize headlines to attract clicks, this can damage journalistic integrity and destroy audience trust over time. Straightforward headlines that accurately reflect the content of an article are essential to maintain credibility and attract a loyal readership.
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