page_33 < previous page page_33 next page > Page 33 1 Use Down-style Heads Today's down-style headingsset flush left with the first line beginning with a capital and all following words lowercase, except for proper namesare clean and crisp. They're much easier to read, minus the visual acrobatics caused by the common practice of capping every major word. It's also much faster to set and to proofread headlines this way . . . and time is money. More and more, designers are using down-style heads, where only the first word is capitalized. As you can see, down-style heads look cleaner, speed comprehension. 2 Break Heads Properly Each line of a heading must break properly. This is both important and difficult to achieve, since it requires effort and creativity from both the designer and copywriter. To have the most impact, each line of a head should break on a phrase, by sense. Otherwise, the reader may have a difficult time following the sense of the heading, may emphasize the wrong words, may not pick up the pacing of a catchy phrase. To be most effective, headlines should be broken by phrase, as shown in the first example. The visual breaks occur where a spoken pause would; notice the unnatural breaks in the second example. It's the copywriter's or editor's job to count characters and thus write heads that fit properly, and to instruct the designer and typesetter to set them line for line, as typed.  < previous page page_33 next page >