Choosing an Effective Title

"Titles distinguish the mediocre, embarrass
the superior and are disgraced by the inferior."

George Bernard Shaw

It may seem trivial to tell you to choose a good title for your
next written work, but the importance of this task should not be
underestimated. A good title may be the difference between a
reader choosing to look at your work or passing over it.

Many readers will learn of your work while surrounded by other
documents that are competing for their attention. For example,
they may see it while:

* scanning the printed documents on a bookshelf;

* looking through the titles in a printed index;

* looking at a bound collection of documents; or

* searching the Internet.

A good title can help your work to stand out from the crowd.
Here then are some guidelines for choosing a good title.

TITLE GUIDELINE ONE

USE THE FEWEST NUMBER OF WORDS THAT EXPRESS WHAT YOU WISH TO SAY

When choosing a title, avoid generic phrases like 'An
investigation of...', 'A study into...' and 'Observations on...'.
These are implied anyway and add little value.

Compare these two titles:

A study of the effects of chaos as a source of complexity and
diversity in evolutionary processes

Chaos as a source of complexity and diversity in evolution

The first title takes seventeen words, the second one ten. The
first one contains extra words that convey slightly more
information (study, effects and processes) but at the cost of
making the title notably longer and less memorable.

Here is another example:

A description of a variety of different tools for creating an
interactive virtual-cinema environment

Tools for interactive virtual cinema

The first title clearly employs more words than are needed
(fourteen versus five). It does contain more information, but at
the cost of being wordier, harder to remember and burying the key
words at the end of the sentence.

Indeed, in the first title, the key word virtual-cinema is the
thirteenth word in the sentence, You have to read almost the
entire title before finding out what the paper is about. This
leads us to our next guideline ...

TITLE GUIDELINE TWO

PUT YOUR TOPIC WORDS NEAR THE START OF THE TITLE

Titles may contain several key words or key phrases (see
guideline three), but one of these words or phrases will usually
be more significant than the others. Let's call these the topic
words.

Putting the topic words near the start of the title makes it
easier for the reader to decide what your document is about and
if it should be read.

Consider the following titles in which the topic words are shown
in capitals. In all cases the topic words comes near the start of
the title.

CHAOS as a Source Of Complexity and Diversity in Evolution

The USC BRAIN PROJECT: Confronting Models With Data

VLSI NEURAL NETWORKS: Design Challenges and Opportunities

Low-level VISION IN INSECTS and Applications to Robot
Navigation

TITLE GUIDELINE THREE

INCLUDE SEARCHABLE KEY WORDS IN YOUR TITLE

Articles are usually indexed by key words. Frequently,
particularly with web-based search engines, these key words are
taken from the document's title. It follows that people will be
more likely to find your work if its title contains the
significant key words.

Compare these two titles:

An Interim Report from the Myers Project

The Myers Project Interim Report into the Effects of Sleep
Deprivation on Memory Retention

Not only does the second title bring the topic phrase ('the Myers
Project') to the start of the title, but it also includes
additional key words: sleep deprivation and memory retention.
Readers searching using these terms will have an increased chance
of finding the document.

Note that this guideline is somewhat at odds with guideline one:
use the fewest number of words. Clearly a balance needs to be
found between titles that are brief and titles that contain a
suitable number of key words.

With these guidelines in mind, you should have no trouble
choosing an effective title for your next publication.

About the Author

Adapted from WRITING SCIENTIFIC PAPERS by Tim North. This
easy-to-read e-book is just US$9.95 and comes with a 30-day,
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