Headings
Headings provide both structure and visual points of reference to help readers scan content. If you can break text logically into smaller sections, the extra spacing and distinct fonts associated with headings will help readers scan content and find entry points.
In any type of content – whether it’s web content, marketing, or employee communications – use headings consistently.
Think of headings as an outline, only more interesting – pithier, even. If readers don’t read the headings, they probably won’t read the text that follows, either.
Top-level headings communicate what’s most important and divide content into major subjects. Make them as specific as you can to catch the reader’s attention.
When there’s a lot to say under a top-level heading, look for two or more distinct topics, and use second-level headings (subheads) to break up the large section into more scannable chunks. If you can’t find at least two distinct topics, skip the second-level headings.
Avoid having two headings in a row without text in between. But don't insert filler text just to separate the headings.
Each new heading represents a new or more specific topic. The heading should introduce the topic in an interesting way.
Use headings judiciously. One heading level is usually plenty for a page or two of content. For long content, you might need to use additional heading levels. For example, this guide uses four heading levels.
Keep headings as short as possible and put the most important idea at the beginning. This is especially critical in blogs and social media.
Be as specific as you can and be even more detailed with lower-level headings. For example, a second-level heading should be more specific than a first-level heading.
Focus on what matters to your audience and choose words they’d use themselves.
Don’t use ampersands (&) or plus signs (+) in headings.
Avoid hyphens in headings if you can. In resized windows or mobile devices, they can result in awkward line breaks.
Use vs., not v. or versus, in headings.
Use sentence-style capitalization for headings. That means that you capitalize the first word, any proper nouns, and the first word after a colon (if there is one). Everything else is lowercase.
Examples
Introducing The PURELL SOLUTION™
See the latest innovation in dispensing and formulation
Norovirus: Learn about the importance of surface disinfection
Don't end headings with a period. A question mark or (rarely) an exclamation point can be used if it's needed for meaning.
Examples
How can we help you?
What can we help you find?
Hand sanitizer myths
Use italic if it would be required in body text.
Break two-line headings carefully. Break the heading in a way that makes sense and balances the length of the two lines. (Shift + Enter inserts a manual line break in many authoring tools.)
Keep adjectives and prepositions with the words they modify.
Keep hyphenated words and multiple-word proper nouns (such as New York) on the same line.
Break after punctuation.
Break naturally, at the end of a complete phrase, if possible.
If you can’t fit a headline on two lines, rewrite it.
Use vertical spacing to make headings stand out. Headings typically have extra space above them and often less space below them. Close proximity between the heading and the text that follows it communicates to the reader that they’re related. Heading spacing is built into heading styles in most templates. Use those styles to control spacing in a consistent way.
Don’t use extra line breaks to increase heading spacing, especially in web content. In responsive web design, the layout and screen elements (including headings) adjust to the screen size automatically, whether they're viewed on mobile devices, tablets, laptops, or desktops. Extra line breaks might detract from the content appearance on mobile devices.