Copy
Copy
Headline Approaches
We recommend three approaches for headlines in Boundless copy. You can select the approach that best suits the message you are trying to convey, as well as the medium and context in which the copy will appear. All three approaches support the overall tone of the Boundless platform, and provide succinct ways to communicate impact and relevance.
Please refer to Cases, Brochures and Booklets for guidelines related to longform print materials.
Question or Impact Statement
The first approach is simply a thought-provoking question or impact statement. This question or impact statement should leave the reader intrigued and wanting to learn more. The ideal length for these headlines is between 30 and 60 characters.
AFFORDABLE
STRUCTURES
THAT WITHSTAND
EARTHQUAKES?
Question
SHOULD
WITHSTAND
EARTHQUAKES.
Impact Statement
Set Up and Resolve
This approach presents the headline as a “set up and resolve” construction, where an issue or scenario is stated and is then followed up with a line that resolves it. This format should clearly demonstrate U of T’s impact on important global or local issues, and engage the reader to find out more. This approach works best in applications that accommodate longer messaging, such as print. The ideal length for these headlines is between 60 and 80 characters.
SHOULD WITHSTAND
EARTHQUAKES.
IT A REALITY
Question and Answer
The “question and answer” approach poses a provocative question, then follows it up with an impactful or revealing answer. This approach is especially effective in layouts with multiple pages or frames, where the question can be posed first and the answer can be revealed later. The ideal length for these headlines is between 60 and 80 characters.
PLASTIC WITH
BACTERIA?
SOLUTION WITH
A BIG IMPACT.
Body Copy Direction
The body copy for Boundless marketing materials should be smart, energetic and direct. Always put our readers first. What would they find interesting or exciting? What do they need to know? What impact will the subject of the communication have on their lives? Above all, the copy must engage and inspire each reader. We should avoid sounding self-absorbed or overly institutional.
The storytelling should be simple but powerful, and should capture what makes your college, faculty, department or division unique. Above all, your stories should demonstrate possibility and impact to our readers, and where appropriate, invite them to engage and learn more about your community.
The writing should be concrete, specific and concise, with adverbs and adjectives used sparingly. Make the voice active. Avoid hyperbole and flowery prose. Make sure the impact of what you are describing is clear. Back up impact statements with facts, but do not bore our readers by over explaining things. Make every word count.
Use a tone and manner appropriate to both the audience and the subject. Generally, we want to strike a smart, conversational tone, with diction that can be elegant but should never be overly formal. Other occasions may call for a more playful voice (e.g., an ad for a young alumni event) or a serious voice (e.g., a memorial notice). Let the context guide you.
Copy Sample: Print Ad
