The headline is the first encounter with the text. It is usually said that the headline should be made last. Professor Ilona Tragel from the University of Tartu says that there are many recommendations about headlines in textbooks. For example, it is said that a good headline contains a verb. However, these recommendations are based on experience, not science.
Now the first study on Estonian language headlines has been conducted. 80 students participated in the study. The researchers wanted to know which headlines readers like. For example, a children's story headline can be short and creative. An opinion article headline can be longer.
In the first experiment, students wrote headlines for different texts. Poem headlines were the shortest - on average 2.2 words. Opinion story headlines were longer - almost 6 words. Noun-based headlines were used the most. For example, "Red Boots" or "Mr. President". The second most popular was the question-based headline, especially for guides and opinion stories.
Question-based headlines were used, for example, for guides: "How to write a good sales ad?". Professor Tragel says that question-based headlines should not be avoided. Readers like them. One-word headlines were used in 12% of cases. Verb-based headlines were rarely used - only in 11% of cases.
In the second experiment, students evaluated headlines written by others. They preferred headlines with an average length of 3.3 words. Noun-based headlines were chosen most often - in 58% of cases. Question-based headlines were considered suitable especially for guides. For example, "When and how to defrost the fridge?".
The study showed that the headline should match the content of the text. The reader wants the headline not to deceive them. Professor Tragel says that the headline is like a business card for the text. The study confirmed some old recommendations but overturned others.