Presentation text = headlines

When you add text to your presentation, you are writing headlines. And headline writing is completely different from writing prose. Take the mind set of a headline writer when designing presentations.

• Space is limited, so keep it short:
  • Avoid filler words
  • Active, not passive verbs
  • Find synonyms for long words
• But.... keep them meaningful. Abstract, vague, generic text is a waste of space
• Take typography and layout into account. If things don't fit, re-write the headline
  • Watch weird line breaks
  • Keep things balanced: 2 super short category descriptions followed by a long one means either making the first 2 headlines longer (yes), or - more likely - cut the 3rd one
  • Watch out for orphans

Typography is a valid reason to re-write a headline! Try explaining that to your colleagues when the entire meeting room has settled for a slide title after an hour debate, and you say "sorry, does not fit in 2 lines"

---

Image from WikiPedia