Is the main message at the top, beginning, or front of the material?

People look for the most important information at the top, beginning, or front of a material. When you put the main message first, people can find it more easily and quickly. For example, a main message belongs at the top of a web page or poster and on the front page of a folded brochure.

The main message must be in the first paragraph or section. A section is a block of text between headings. For a Web material, the first section must be fully visible without scrolling.

Example:

This brochure on "Keeping Your Hands Clean on a Cruise" is a good example of having the main message at the top.