Upload
garcia-media
View
226
Download
0
Tags:
Embed Size (px)
DESCRIPTION
The sixteenth "fable" from Mario Garcia's "Pure design"
Citation preview
mario garcia
52
Headlines: bigger is betterFor some reason, headlines have become smaller in many newspa-
pers. Yet readers like headlines that are bigger, especially on inside
pages. Every newspaper should have a set of guidelines for the
range of sizes of the lead headline. This in turn, determines the
proportional size of all other headlines on the page.
For instance, say a broadsheet newspaper carries, ordinarily, a 48-
point headline for its most important story (and that may be small,
since 54 points or bigger carries more impact). Then the next impor-
tant story on the page should have a 42-point headline, and so on.
What we see these days is a lead headline in 36 points atop a page,
with the rest of the headlines “whispering” their content.
Readers are helped when a page instantly conveys the hierarchy of
stories based on headline size. To do less is not to serve your readers
well.
pure design
53
Read all about it: El Tiempo in Bogotadepends on street sales. But that’sjust one reason its editors use largeheadlines. Just as important, theheadline volume matches the volumeof the content.