All principle words in a headline should be capitalized. This includes the first and last words of a headline and all nouns, pronouns, adjectives, verbs, adverbs and subordinating conjunctions (if, as, that, because and similar words).
Capitalize the first word after a colon.
Articles (a, an, the), coordinating conjunctions (and, but, or, nor, for) and prepositions of four letters or less should be lowercase. However, if any of these are the first or last word of the headline, they should be capitalized.
Abbreviations in headlines that are normally lowercase should remain lowercase, particularly abbreviations for units of measure. However, whenever possible, avoid using abbreviations in headlines.
Two-part words separated by a hyphen should have both words capitalized.
Do not use ALL CAPITALS in headlines or headings.
NOTE: Be careful of short verbs such as “is” in headlines and headings. Verbs should always be capitalized.
YES |
Employment Growth Is Ahead of the Curve |
NO |
Employment Growth is Ahead of the Curve |
NO |
Employment Growth Is Ahead Of The Curve |
NO |
EMPLOYMENT GROWTH IS AHEAD OF THE CURVE |
Use single quotes for quotation marks in headlines.
Headline Breaks
Depending on the length of a headline and the layout, headlines may break on two or three lines. Pay attention to headline breaks. In general, each line should read as a complete phrase. Do not break between an adjective and the word it is modifying or in the middle of a verb construction. (Note: This policy mainly applies to printed materials. Online content wrapping is dependent upon the size of the device accessing the content.)
Locations
Names of locations should be spelled out whenever possible; limit the use of abbreviations. If an abbreviation is essential because of space constraints, don't use periods for U.S. states abbreviated with two capital letters, e.g. NY, NJ, CT.
Numbers
Use numerals for all numbers except in casual uses: "hundreds" instead of "100s."
YES |
8 Tips to Be a Better Communicator |
NO |
Eight Tips to Be a Better Communicator |
Note: New Jersey CPA magazine articles are the exception to this rule. Spell out numbers less than 10 in headlines for magazine articles.
Visual Balance
In printed headlines, if you have a multi-line headline with one long and one very short line, consider using the additional space to fill out and help the headline communicate more information.