Depending on the advertising strategy, different forms of headlines are used in the copy, and the design should choose the headline that best reflects its creativity. Headlines can be categorized as follows:
Benefit headline: This headline will get the audience's attention by providing them with immediate information about the rewards or services they will get from using the product.
News headline: it makes the audience feel a new information and influence.
Heuristic headline: arouses curiosity in the reader, who is then led to read more.
Questioning headline: poses a question that intrigues the audience and is read to find the answer in the body of the text.
Commanding headline: orders the reader to follow certain and bare norms or to take a certain action, thus achieving the purpose of the advertisement.
Subheadings are generally chosen smaller than the main headline, larger than the body of the font, in bold or italic form, and in color to distinguish from the main headline. Like headlines, subheads also convey key advertising points through brief language text, but the message of the subhead is slightly less than the main headline. Subheads are often an important support link for the audience to transition from the sky headline to the main text.