Subheads make reading easier

Use subheads to convert "skimmers" into  active readers of your marketing message

First the bad news: you're likely to be far more interested in the contents of your carefully written brochure, newsletter or proposal than your typical readers. 

Most of your market is likely to give your marketing message just a glance, quickly skimming each page to see if there's anything worth reading. If nothing catches their eyes, your message is likely to be put aside "until later"-which usually means "never."

Why subheads?

Subheads are "mini-headlines" inserted within newsletter articles or sections of your report. Subheads make your newsletters and reports easier to read by breaking them into bite-sized chunks.

Each subhead provides an entry point into your message, giving skimmers reasons to begin reading-even if they begin reading in the middle of your publication.

Formatting subheads

To succeed, subheads must be easy to locate and easy to read. Here are some of the best ways to add impact to your subheads:

• Typographic contrast. Subheads must appear noticeably different from adjacent text. One easy technique is to combine subheads set in a bold sans serif typeface (like Arial, Helvetica or Frutiger) with body copy set in a serif typeface (like Garamond, Minion or Times Roman). 

• White space. Space above subheads makes them easy to locate. There should be more space above a subhead (i.e., between a subhead and the proceeding paragraph) than between the subhead and the text it introduces. White space above a subhead clearly indicates a break with the preceding topic and the introduction of a new idea.

Length

Subheads should be short and to the point. Avoid full (i.e., subject-verb-noun) sentences. Instead, select a few  carefully chosen keywords that summarize the content that follows. 

Alignment

Subhead alignment depends on text alignment. 

• Choose flush-left subhead alignment if you are using flush-left/ragged-right text. (You're reading flush-left/ragged-right text.) 

• Center subheads when they appear in columns of justified text. Justified text is characterized by lines of equal length.

When and where?

Insert a subhead every time you introduce a new idea or topic.

In general, newsletters look best when articles are broken up with subheads every three or four paragraphs.

Common mistakes

• Underlining. Never underline subheads. Underlining makes words harder to read instead of easier to read. Underlining obscures the word shapes that readers depend on for easy reading. 

• Ambiguous relations. Avoid subheads that "float" between the previous paragraph and the text they introduce. Subheads should appear closely related to the paragraphs they introduce. 

• Colored text. Colored type often looks better on screen than it does when printed. Subheads printed in color are often harder to read than the same subheads printed in black. The smaller the type, the harder it is to read colored text! 

• Excessive capitalization. Never set subheads entirely in uppercase, or capitalized, text. Subheads set entirely in uppercase text are significantly harder to read than subheads set in both uppercase and lowercase type.

For more information

Let Roger C. Parker show you how to profit from not only your words, but the apperance of your words. Your message must be read to be understood.  Let Roger C. Parker help you use techniques like subheads to improve the communicating power of everything you say, online or in print!