How to Use Pull Quotes to Add Visual Flare to Articles

This article explains how to take a small text excerpt, known as a pull quote, and use it to break up the page and make it more appealing and enticing for the reader.

How to Use Pull Quotes

A pull quote is a small selection of text in an article or a book pulled out and quoted in a different format. Used to attract attention, especially in long articles, a pull quote may be framed by rule lines, 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.

Here's how to follow best practices for using pull quotes.

Choose Appropriate Snippets for Pull Quotes

The role of pull quotes is to not only quote the text but also to use text that pulls the reader into the article. 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 a pull quote. Include only a single thought or theme in each quote.

Keep Pull Quotes Visually Short

Keep the length of pull quotes to no more than five lines. Pull quotes that are long are hard to read and harder to make attractive. Try editing the number of words or using a smaller font.

Make Pull Quotes Stand Apart From the 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) confuses some readers, who see double when they skim the text.

Be Consistent With 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 top 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 orderly.

Other Names for Poll Quotes

Pull quotes are sometimes referred to as callouts, but not all callouts are pull quotes. Pull quotes guide the reader. Other teasers or visual signposts that draw readers into an article include kickers or eyebrows, decks, and subheads.