Non-Designer’s Type Book, The, Second Edition

Chapter 18. Headlines and Subheads

The headlines and subheads in a document do more than simply give clues as to the content of the stories. They provide an organization to the page; they provide a repetitive element that unifies the publication; they provide the visual contrast that attracts our eyes to the page. Here are a few guidelines for using heads and subheads to effectively take advantage of their presence.

• Avoid using all caps or small caps. They are difficult to read, which defeats their purposes as headlines or subheads. Plus all caps take up too much space. Using lowercase letters, you will have more room to use a larger and bolder font.

• Watch the leading on multiple-line heads. The larger the type size, the less leading you need. ...