Pull quotes highlight compelling excerpts to draw reader attention and break up text visually. In journalism and editorial design, they serve as "entry points" for scanners deciding whether to read a full article. According to Nielsen Norman Group research, readers scan content in an F-pattern, making strategically placed pull quotes 3X more likely to be read than body text at the same position.
What is a Pull Quote?
A pull quote is a excerpt "pulled" from article text and displayed prominently in larger type as a design element. Unlike block quotes (which introduce new quoted material), pull quotes repeat text that appears elsewhere in the article. Their purpose is visual—breaking up long text and highlighting key moments.
Pull Quote vs. Block Quote vs. Kicker Quote
| Type | Definition | Example Use |
|---|---|---|
| Pull Quote | Excerpt repeated from article in display type | Breaking up long feature, highlighting key moment |
| Block Quote | New quoted material indented in body text | Extended quote from source in article flow |
| Kicker Quote | Short quote that ends an article | Final words that resonate with readers |
What 5 Criteria Make Pull Quotes Effective?
Effective pull quotes meet 5 criteria: emotional resonance, self-contained meaning, thematic encapsulation, brevity, and memorability. Strong pull quotes feel like story essence distilled to one powerful statement.
5 Criteria for Pull Quote Selection
| Criterion | Good Example | Weak Example |
|---|---|---|
| 1. Emotional resonance | "I lost everything in the fire. But I didn't lose my determination." | "The fire damaged my house significantly." |
| 2. Self-contained meaning | "We closed the school because safety outweighed everything." | "That's why we made the decision." |
| 3. Thematic encapsulation | "They knew for three years and did nothing. That's not negligence—that's a choice." | "Safety violations were reported previously." |
| 4. Brevity (under 25 words) | "We're fighting a fire with a garden hose." | "The situation is difficult because we lack resources and the problem keeps getting worse..." |
| 5. Memorability | "You can't put a price on your children's safety." | "Safety is important to parents." |
Where Should Pull Quotes Be Placed?
Strategic placement maximizes pull quote impact. They should break up long text blocks, create visual interest, and provide natural entry points for readers scanning before committing to full reading.
Placement Rules:
- Not adjacent to source text: Place 2-4 paragraphs away from where the quote appears to avoid redundancy
- Break long text blocks: Add pull quotes every 350-500 words in long-form content
- Near related images: Position pull quotes near photos or graphics that reinforce the message
- At natural reading pauses: Place where readers might naturally stop scanning
Frequency guideline: One pull quote per 400-600 words of text. More than that creates cluttered design with too much display type.
How Should Pull Quotes Be Attributed?
Pull quote attribution follows simpler format than body text attribution. The goal is identifying speakers without cluttering design.
Format:
"I spend $500 yearly buying supplies the school should provide." — Sarah Johnson, teacher
Attribution guidelines:
- Use name and minimal identifier (title, role, relationship to story)
- Place attribution below quote in smaller type
- Use em dash (—) before name
- Skip attribution if source is obvious from nearby photo/caption
What Pull Quote Mistakes Should You Avoid?
These 5 common mistakes undermine pull quote effectiveness:
1. Boring factual statements: "The meeting was held on Tuesday" adds no value. Pull quotes need emotion, insight, or vivid language.
2. Context-dependent quotes: "That's why we made the decision" is meaningless without context. Strong pull quotes work independently.
3. Overuse: One story under 500 words with three pull quotes creates clutter. Use sparingly for maximum impact.
4. Quotes too long for display: Anything over 30 words loses impact when enlarged. Edit for brevity.
5. Repetitive placement: Placing pull quotes at identical positions in every article creates monotony. Vary placement based on content.
Frequently Asked Questions About Pull Quotes
What's the difference between a pull quote and a callout?
Pull quotes are excerpts from the article text; callouts can be any highlighted information. Callouts might include statistics, key facts, definitions, or sidebar information that doesn't appear verbatim in the article. Pull quotes specifically repeat text from the article body.
Should pull quotes use quotation marks?
Yes, if quoting a specific person; no, if highlighting the writer's own prose. When pulling a source's quote, use quotation marks and attribution. When highlighting the author's narrative text as a pull quote, quotation marks aren't necessary.
How do I edit a quote for a pull quote?
You can trim quotes using ellipses (...) but never change meaning. "I lost everything in the fire... But I didn't lose my determination" is acceptable if the ellipsis replaces non-essential words. Never alter the speaker's meaning or combine separate statements.
What font size should pull quotes use?
Pull quotes typically display at 1.5-2X the body text size. If body text is 16px, pull quotes might be 24-32px. The goal is visual prominence without overwhelming the page. Serif or stylized fonts can differentiate pull quotes from body text.
Can AI help select pull quotes?
Yes, AI tools like River's Pull Quote Generator can identify compelling excerpts in your drafts. The AI evaluates quotes for emotional resonance, self-contained meaning, and brevity, then suggests strategic placement.
Review your stories for quotes with emotional resonance, vivid language, or thematic significance. Select self-contained excerpts under 25 words that work independently while drawing readers into context. Place pull quotes strategically to break text and create visual interest. When pull quotes highlight your best material and invite engagement, they strengthen both story appeal and design effectiveness. Use River's Pull Quote Generator to identify compelling excerpts automatically.