The problem area that always seems to come up is headline abuse. Many designers and non-designers do not understand the power and the use of a well-written, well-displayed headline. It is that way in print, online and presentation design.

A headline is simply the most read piece of text on any page or slide. It is your chance to make a great impression. It is a guidepost for the viewer/reader. It is the first step that allows them to “get” this slide’s content. And it helps them determine whether or not this slide (and possibly your entire presentation) is worth their time. Powerful stuff and yet many slide creators ignore the value of this simple tool. A headline draws the eye. It tells the viewer this is the important information.

Some points to remember:

1. Use the headline to attract the viewer. Give them a taste of what is to come. The best headlines draw the reader into the rest of the text.
2. Use simple direct language. Less is definately more. What is the minimum number of words you can use and still deliver the message.
3. If your viewer only reads the headline will he or she understand something about the point you are trying to make.  The headline will allow them to decide in 5-6 seconds whether or not this slide is for them.
4. Use bold, large type, simple non-distracting backgrounds and easy to read colors.
5. Size matters — don’t be afraid to fill more of the frame than your template suggests. The reader’s eyes should be drawn to your headline first. It should stand out from the text in the rest of the slide.
6. For some audiences and applications a simple 2-5 word headline may be all the text the slide needs. The details can be explored from the podium.
7. If you use a decorative, non-standard typeface make sure it is bold and legible. The decorative qualities of the typeface should augment your message not distract.

Don’t miss the chance to deliver your message quickly and powerfully — use a strong headline everywhere — on charts, graphs, text slides and just about every slide in your deck.

o o o   Copyright © 2012 Tom Nixon Design   o o o

Tom Nixon, works with people who want to use visual business presentations (like PowerPoint) to connect with and motivate their audience. He has over 30 years experience as a graphic designer, writer and photographer working with clients of all sizes, ranging from 1-person entrepreneurs to Fortune 500 corporations.

Tom speaks and coaches about all aspects of presentation skills with a special emphasis on the combination of verbal delivery plus visuals (PowerPoint and Keynote). Contact Tom at tom@tomnixondesign.com or 770.289.0752.