From Crafting Headlines to Designing Experiences: A Discussion of the Writer's Role in UX
Crafting Insightful Headlines in Business Reports
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Transcript of Crafting Insightful Headlines in Business Reports
From Headings to Headlines:
Crafting Insightful Headlines
in Business Reports
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Read the headlines of the two news stories below.
What information do you
expect to read in the news
stories?
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> How many protesters joined
the rally?
> What issues about press
freedom prompted citizens to
protest?
> What is Hong Kong’s press-
freedom ranking? Was there a
change on the most recent
ranking?
> How does the Chinese
government influence the
situation in Hong Kong? Why
are protesters worried about
the influence from mainland
China?
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> What is the meaning of ‘same
love’ in Indonesian context?
> How do Indonesians find love
through the Internet? Is it well-
accepted in Indonesia?
> Which website helps Indonesians
find love online?
> How does the website match love
seekers with prospective
partners?
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Headline writing is about writing clearly and concisely
the most significant insights...
Heading versus Headline
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Heading
Headline
Title at the head
of a section or page
Title of a news
story
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Heading versus Headline: Old style (use of headings)
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Heading versus Headline: Old style (use of headings)
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Heading versus Headline: The New Guidelines in Writing
> Omit headings
> Write headlines on top of a page to immediately communicate the key insights
Old style
New style
“With the new style in headline
placement comes the need to
improve our headlines . . .”
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Headlines to Avoid
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THE OBVIOUS HEADLINES
The headline should not be an echo of what is already obvious from the charts/visuals.
Headlines to Avoid
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THE OBVIOUS HEADLINES
The headline should not be an echo of what is already obvious from the charts/visuals.
Headlines to Avoid
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The analysis (text on the body) should be an elaboration of the headline.
A headline that appears to be unrelated to the analysis is a wrong headline.
THE WRONG HEADLINES
Headlines to Avoid
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A generic headline offers no insight at all. The use of general/common terms like ‘discuss’,
‘effectiveness’, ‘products’, and ‘garner attention’ does not add value to the headline.
THE GENERIC HEADLINES
Headlines to Avoid
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THE GENERIC HEADLINES
Headlines to Avoid
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Headlines do not have to be detailed. Headlines have to contain only the major
insights/findings.
THE DETAILED HEADLINES
Writing Insightful Headlines
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Include only the most significant findings/insights based on
the charts/graphs/visuals/analyses.
Frame the headlines by adding proper context.
Use the client’s perspective in framing the headlines by
answering question, “So what?”
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The significance of insights/findings depends on the client’s purpose
(for a particular slide), or on the research objectives.
Include only the most significant findings/insights
based on the charts/graphs/visuals/analyses
19Context sometimes depends on the charts/visuals/graphs/analysis on the slide.
Frame the headlines by adding proper context
20In drafting the headlines, answer the question, “So what?”
Use the client’s perspective in framing the headlines
So what if a
shopper
finds it
difficult to
find parking
space at
DFS
Okinawa?
Other Guidelines
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For Storyline and Buzz Trend slides, headlines may or may not be used.
When headlines are not in use, we need to retain the headings.
Key slides and Appendix slides do not need headlines
> Key slides include: Executive Summary, Key Takeaways, Recommendations
Thank you!