Used to attract attention, especially in long articles, a pull-quote is a small selection of text "pulled out and quoted" in a larger typeface. A pull-quote may be framed by rules
, placed within the article, span multiple columns, or be placed in an empty column near the article. Pull-quotes provide a teaser that entices the reader into the story.
Time Required: As long as it takes to select excerpts and format attractive pull-quotes
- Choose appropriate snippets for pull-quotes.
One role of pull-quotes is to not only quote the text but to use text that pulls the reader into the text. Select dramatic, thought-provoking, or enticing excerpts to use as pull-quotes.
- Keep pull-quotes brief and to the point.
Make the pull-quote a quick bite of information, a teaser. Don't give away too much of the story in the pull-quote. Include only a single thought or theme in each pull-quote.
- Keep pull-quotes visually short.
Keep the length of pull-quotes to about 5 lines or less. Pull-quotes that are too long are harder to read, harder to make attractive. Try editing the number of words or using a smaller font.
- Make pull-quotes stand apart from accompanying text.
Set the pull-quote apart by using a different typeface, setting it off by rules or in a shaded box. Try using oversized quotation marks or aligning it to the right or having it cross two columns of text.
- Do not place the pull-quote too close to the text quoted.
Placing a pull-quote too close to the spot where it appears in the article (such as immediately before or after it) can cause the reader to 'see double' when reading the text.
- Be consistent in the style used for pull-quotes.
Use the same fonts, font size, graphic elements, and color for all pull-quotes in an article.
- Keep pull-quotes away from competing design elements.
Don't place a pull-quote too close to the bottom of the page or where it will compete with headlines, subheadings, or other graphics on the page.
- Keep adequate space between pull-quotes and adjoining text.
Fine-tune the space between the body text and the pull-quote by adjusting the text wrap.
- Use hanging punctuation with pull-quotes.
Hanging punctuation creates the illusion of a uniform edge for the text, with the punctuation outside the margins. It makes the pull-quote look neater, more orderly.
- Pull-quotes have other names.
Pull-quotes are sometimes referred to as Call-outs but not all call-outs are pull-quotes.
- Pull-quotes guide the reader.
Other 'teasers' or visual signposts that draw readers into an article are kickers or eyebrows, decks, and subheads.