Capitalization Styles
a headline set in all-capital letters can be powerful if the type is large and the number of words are few
ALL CAPS
a headline pattern consisting of one or more lines of secondary headline below the primary headline
HAMMER
the main headline. Uses a few well-selected words to capture the reader's attention and deliver the dominant message as well as an overview of the page content
Primary Headline
words that describe and relate to the content of the spread. Looking at the photos and reading the story often helps build the list of words
KEY WORD
How many points are in an inch?
72
a more formal look that calls for every word to be capitalized except for articles and prepositions, as in a title
CAPS and lower case
a headline pattern consisting of a single secondary headline, often a label, above the primary headline
Kicker
at-a-glance word or short phrase that details content. AKA a "slug." Too simple, not a statement- SHOULD ONLY BE USED AS A TEMPORARY place-holder until a real headline is written
Label
a repetition of similar sounds in the final stressed syllables and any following syllables of two or more words. Often found in poems or song lyrics
RHYME
How many points are in a pica?
12
very informal headline that has no words capitalized, not even proper nouns
lower case
a headline pattern consisting of two or more lines of secondary headline arranged BESIDE the promary headline
the second tier (or deck) of information in a headline that adds specific details about the subject; often written in sentence style
Secondary Headline
a word or phrase that means exactly or nearly the same as another word or phrase in the same language
SYNONYM
How many picas are in an inch?
6
a popular style of headline, similar to a sentence without a period at the end. Only the first letter of the first word and proper nouns are capitalized
Sentence Style
a headline pattern consisting of two or more lines of headlines above or below the primary headline; sometimes showcases a quote.
Wicket
a secondary headline, used within a story to break up blocks of text, informs readers about content and provides entry points... or a synonym for a Secondary headline
Subheadline
a joke exploiting the different possible meanings of a word or the fact that there are words which sound alike but have different meanings. Most "Dad-Jokes" rely on these.
PUN
Where two pages meet in the center. Be very careful when placing headlines across these. If you must place a photo across one, make sure no one's face is in it.
Gutter
often called two-size caps; lower case letters are converted into capital letters smaller than regular capitalized letters
Small Caps
Headlines that progress a space or tab forward with each tier or deck
Stairstep
a showcased quote or factoid that adds value to primary and secondary headlines. Can also combine a secondary headline and the lead of a story into a single element
Specialty AKA "Quick Read"
the repetition of initial consonant sounds of nearby words in a phrase, often used as a literary device. An example is "Peter Piper picked a peck of pickled peppers." the occurrence of the same letter or sound at the beginning of adjacent or closely connected words.
ALLITERATION
The empty space on a page that prevents overcrowding. Also called negative space. It should not be trapped, there should be at least one pica of this between page elements and when properly planned, it can function as a frame or a reader entry-point
White Space