Headlines with up to five words should be title case (Chicago Style) with no end punc­tu­a­tion. Headlines with six words or more should be sen­tence case — use end punc­tu­a­tion if it’s a full sen­tence, but don’t if it’s only a fragment.

How you use your head­line depends on what’s around it. If there’s sup­port­ing copy, your head­line doesn’t have to tell the whole sto­ry. It should grab atten­tion so read­ers want to keep going to learn the rest. But if it’s stand­ing alone with only a CTA, more descrip­tive copy is needed.

Above all, clever is good, but clear is bet­ter. Aim for both, but if you have to choose, pick clarity.

Headlines don’t show up as often in our prod­ucts, but when they do, it’s impor­tant to keep them short and to the point. Aim to to keep them con­sis­tent across screens when they’re talk­ing about the same thing.

Support arti­cle head­lines have one rule: start with a sim­ple present verb. In oth­er words, don’t use verbs end­ing in “-ing”.

Last Updated: 26 May 2020 at 3:09pm CDT