prehead

A prehead is a short line of text that appears above the main headline of a news article or similar publication. It is used to provide context, indicate the article’s angle, or catch the reader’s attention. In different style guides the same concept may be described with related terms such as kicker, deck, or standfirst, though these terms can denote slightly different placements or functions depending on the publication.

The primary purpose of a prehead is to help readers understand what the story will be about at a glance and to signal the article’s importance or category. In digital publishing, preheads can also assist with search engine optimization and social media previews by including concise, topical wording that reflects the article’s focus.

Placement and style vary by outlet. A prehead is typically placed directly above the headline and may be set in a smaller font, in uppercase, or in a contrasting style. It is usually brief, often only a few words or a single short sentence.

Relationship to other elements: the prehead is distinct from the head itself, and from other headline elements such as the deck or standfirst, which may appear below the headline and provide a more extended summary. Some publications omit a prehead altogether, depending on their editorial guidelines and design choices.