Designing with Lead-ins

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There are a number of typographic techniques that can help draw attention to the content of an article, book, web page, or any important text. The use of a lead-in is one of them. A lead-in is the setting of the beginning of text in a different style or manner from that which follows it.

Lead-ins can be used in conjunction with initial letters or symbols, or entirely on their own. They are commonly used in magazines, journals, brochures, annual reports, books, and chapters, but can also be effective when used in announcements, advertisements, and web sites. This technique not only helps to emphasize the beginning of text, but can also serve to attract and engage readers by increasing the “skimmability” of the content and the overall design.

Lead-in approaches can go from more traditional treatments that are typeset in the same weight and style as the neighboring text, to those that can vary either subtly or greatly in style and placement. The actual lead-in text can consist of the entire first line, a sentence, a phrase, or in some cases, just a single word set to stand out from the rest.

Here are a few tips to keep in mind when using lead-ins:

  • Consider different weights, versions, and typefaces, including calligraphic and handwriting styles.
  • A change in size and color can add additional emphasis.
  • Experiment with horizontal alignments, such as extended or indented lead-ins.
  • Play around with the baseline, even curving the lead-in into the body text.
  • When small caps are desired, be sure to use true-drawn small caps, not fake, reduced caps that will look too light.
  • When using a lead-in phrase, try to use one that makes contextual sense.
  • Lead-ins can be used several times on a page or section in order to help the reader stay engaged, as well as aid in the navigation of the content.
  • Balance the appearance of lead-in treatments with the rest of the design.

The use of lead-ins can add sophistication and polish to a layout, while simultaneously creating a visual cue that signals the beginning of an article or a section. This seemingly small element can have a substantial effect on the readability and overall attractiveness of a project as long as it is executed tastefully, and with regard to the rest of the typography and overall design.

Here are some examples of the various approaches you can take when using lead-ins:

Text with initial drop cap followed by lead-in of first line in small caps

This is a typical editorial treatment in which the lead-in follows a drop cap, followed by the entire first line set in matching small caps. Men’s Journal.

Magazine spread with large drop cap followed by first line lead-in of small caps

A similar lead-in style with a chunky initial creates a more dramatic appearance. Rolling Stone magazine.

Text with drop cap followed by introductory phrase set in full-sized caps

In this example, a phrase is set in full-sized caps that match the text. Radar magazine.

Magazine article with lead-in phrase set in small caps

Lead-ins don’t have to follow initials. This lead-in phrase that is set in matching small caps draws attention to the beginning of the article without disturbing the hierarchy of the headline and deck (subhead) above it. Real Simple magazine.

Text with first line lead-in set in bold small caps

This first line, small cap lead-in is set in a bolder weight of the same typeface as the text, creating slightly more emphasis. The red arrow at the end balances the weight of the lead-in and draws the eye through these two paragraphs. Money magazine.

Text with red lowercase drop initial followed by bold, small cap lead-in phrase

This lowercase drop initial followed by a bold, small cap lead-in phrase was located mid-article. AARP magazine.

Text with drop cap followed by lead-in first line in contrasting sans serif font

This lead-in is set in a completely contrasting font—a bold sans serif—and is a smart design element that is repeated throughout the magazine. Food and Wine magazine.

Text with large, light gray drop cap followed by initial sentence lead-in in same font as drop cap

An assertive lead-in that matches the initial letter rather than the text creates a strong pairing. Money magazine.

Text with initial phrase all-cap lead-in that matches pull quote typeface

This oversized, all-cap lead-in creates visual continuity by matching the typeface of the pull quote to its right. The New York Times Magazine.

Text with first sentence lead-in in larger size, different font, and a light blue color.

The addition of color creates even more emphasis to any lead-in. This brief, standalone sentence is set in a different font and color, and is a larger size than the text—all of which serve to entice the reader into the text. Food and Wine magazine.

Text with first sentence lead-ins for each paragraph in large, bold, purple font

Highly contrasting lead-ins can be repeated on a page to help highlight important information, as can be seen in this excerpt from a page containing a total of five of them. Redbook magazine.

Magazine clipping showing bold blue lead-in of the first two lines of a short article

Some magazines contain pages consisting of several short articles. Strong, contrasting lead-ins can help organize and inform the reader what each is about. Shape magazine.

Two column text with first sentence lead-in in bold font with yellow triangle in the left margin

Orange arrow next to bolded text first sentence lead-in

The addition of a shape or symbol next to a lead-in can enhance its noticeability and overall effectiveness. Fast Company and Shape magazines.

Text with large opening phrase indented into the text

One might call this a drop lead-in, as this oversized opening phrase has characteristics of both. A more traditional lead-in can be seen in the column to its right. The New York Times Magazine.

Text set in a large circle, with bold lead-in of the first several sentences.

This contoured type displays a very creative take on lead-ins, and accomplishes the same objective by engaging and inviting the reader into rest of the text. Food and Wine magazine.

Advertisement with introductory phrase lead-in in bold

Lead-in treatments can also be used effectively in ads, such as this one for AIGA.

Ilene Strizver is a noted typographic educator, author, designer and founder of The Type Studio in Westport, Connecticut. Her book, Type Rules! The designer’s guide to professional typography, is now in its 4th edition.
  • Timothy says:

    Do you have a style suggestion for a lead-in phrase that introduces the title? For example, “From the Office of” The President”

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