Headlines are crucial to the success of your newsletter. Edit headlines to the bone, then edit again. Make headlines as short and "telegraphic" as possible. A two-line headline looks better and reads easier than a three-line headline.
Use white space to make your headlines more effective and easier to read. White space acts like a magnet, drawing your reader's eyes to your headlines. White space above your headlines separates them from preceding text.
Be consistent. Choose a single typeface for all of your headlines and limit headlines to two sizes. Use one size for headlines of primary importance; another, smaller, size for headlines of lesser importance. This adds visual variety to your page and helps readers quickly identify the most important topics, yet avoids a disorganized image. Make your headlines stand out by choosing a typeface that forms a strong visual contrast with adjacent body copy. For example, use sans serif headlines (i.e. Helvetica) to introduce body copy set in a serif typeface (like Times Roman).
Better yet, invest in Condensed, Heavy typefaces which conserve space. These additional typefaces offer more impact and design flexibility than the bold-faced type that ships with your computer hardware and software.
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