TagLineForge

A case · you decide

Sana's project in one line

Sana, 15 — writing the one-line description for her science-fair project board

The idea in play: a tagline has to work for a stranger at a glance — about five to seven words that say what the thing does.

Sana's first draft: 'An investigation into the effects of varying levels of salinity on the germination rates of common garden seeds.' Judges walk past forty boards in an hour.

Every word is accurate. Nobody walking past will read all twenty of them.

A tagline is not a summary. It is the line that makes someone stop and read the summary.

Sana's board said "Salt water versus seeds: who wins?" Two judges stopped to guess before they read the results.

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