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1) accuracy;
2) clarity;

3) succinctness;
4) originality;

5) emotionality.
The title of the work performs the following functions:

1) nominative (calls the text and thus allocates it among other texts);

2) Informative (informs about the content of the text);

3) appetitive (establishes contact between the author and the reader; from the

header begins familiarity with the text);

4) advertising (attracting the attention of the addressee to the text);

5) orientational (guides the addressee in the content of the work, allows you

to choose the material);

6) inductive, or appropriating (induces to comprehend the text).

The type of a headline is considered while the editing. Researchers offer

different classification headings.

Headlines are divided into:

1) informational (should be simple and present);

2) motivational (must be intriguing, attracting the attention of the reader).

By type of communication with the text headers are:

1) direct;

2) associative;

3) mixed type [10, p. 66].

So, following the logic of construction, the editor thereby facilitating text

perception, understanding and remembering.

The correspondence of the composition to the author's intention and the

content of the work. According to A. Milchin, the embodiment of this principle is

the most important and most difficult thing in the editorial analysis. Еhe editor

needs to find out how each part is represented by a portion of the content and how

it influences the process of perceiving the text of a work. A changing of the