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”.