E-headlines play an important role in shaping our interest towards reading different online articles and news. There are a lot of strategies and techniques of attracting the readers’ attention and one of them is the use of emotionally colored words. The aim of the present paper is to define the characteristics of emotionally colored words as lexical phenomena and to analyze special emotional word colorings in English e-headlines that are deliberately used to make an immediate impact on the readers’ choice. The famous western electronic newspapers and magazines like “Time”, “The Telegraph”, “The Guardian”, “The New York Times” and “The Sun” make the source platform of the current investigation.