headline

A headline, also called a hed, is the text at the top of a news article or other publication that summarizes or signals the content. It is designed to catch attention and convey the article’s subject, angle, or key finding in a concise form. In journalism, the headline is distinct from the article’s title in the sense that it appears in print at the top of the piece and is styled for emphasis.

Purpose and design: The headline should be informative, accurate, and concise, often using present tense and active voice. It should reflect the article’s tone and avoid misleading claims. Typographic elements include capitalization conventions, punctuation, and the use of modifiers. In newspapers, headlines are paired with a deck (a subordinate line) that provides additional context.

Types: There are descriptive headlines that summarize the content, analytical headlines that indicate the angle, and sensational or provocative headlines intended to grab attention. Question headlines pose a query; indirect headlines imply the subject without stating it directly.

Usage and media: In print, headlines are composed to fit column widths and may use abbreviations. In online media, headlines are optimized for search engines and social media, balancing keyword inclusion with readability. Ethical guidelines stress accuracy and non-deceptive phrasing; sensationalism and clickbait are discouraged in professional contexts.

History and terminology: The term headline stems from the head line of a page—the top line identifying a story. The practice evolved with printing and typography and remains a central element of news design, branding, and information architecture across journalism and publishing.