Follow these simple techniques to write the perfect caption every time to intrigue, inform readers
Readers look at a photograph first, then the caption under the photo. If the caption intrigues them by providing context and background information, readers will look back at the photograph and see something new. It's called the loop, and their next stop is the story.
Follow these simple techniques to write the perfect caption every time to intrigue, inform readers
Notice what you just did? You looked at the featured photo, then you looked under the photo for the words to help you understand what you just viewed. Then you looked back at the photo to fully appreciate what you know now that you didn't know just a few seconds before that.
The photo and caption complement each other. The caption tells the reader what, where and when while the photo provokes a visceral, emotional reaction. The loop, as we call it, satisfies your curiosity, and compels you to read the story and sidebars.
Every single photo must have a caption (newspaper people like to call them cutlines), and each must quickly tell the reader what the picture itself cannot say: Names, stories, dates, places, significance. The 5W’s and H. Some stories can be told exclusively through pictures and captions.
When it comes to copywriting, captions are the one-two punch that delivers. There are a few simple techniques you can use to consistently write great captions.
Captions that tell and intrigue
When someone looks at a picture, they’ll look at the caption for the specifics (name, place, context), but every caption should also intrigue in a way that makes them look back at the picture because they just learned something they didn't know before they read the caption. If the picture and caption work well together, they’ll look at the headline and then the story.
National Geographic captions are excellent examples. As a strategy, the captions work from either specific to general, or general to specific. They intrigue you, and make you want to read the story. BINGO! People look at the photograph first, then the caption, then back to the photo as they become intrigued, and then to the story. And the story better be ready to reward them immediately for taking a chance and glancing at the first paragraph or two.
Finish the picture story with words.
You have an opportunity with every caption you write to complete the picture. There are some things a picture is great at showing (at its best, action/reaction), and some things it can’t tell you (the 5W’s and H) such as listing names, grades, classes, teams, titles, places, dates, significance of event, context. Great pictures deserve great copy, but they complement each other. Each has a role to play, and together the overall effect of the combination is what’s important. Also, use captions and texts to extend the basic story.
Writing Captions
• Do not begin with the words a, an or the.
• Use present tense to describe action in a photo.
• Give readers information they cannot get from just looking at a photo.
• A caption should complete the photo. The reader should not have to look at the story, but should want to look at the story.
• Write captions so they go from specific to general or general to specific.
• Do not begin a caption with names.
• Captions should not repeat information contained in the lead.
• Name people only if they are important to the picture.
• Vary the way you begin captions:
-prepositional phrases
-infinitive -phrases
-participial phrases
-adjective phrases
-questions
-exclamations
-play on words
Activities
• Do not begin with the words a, an or the.
• Use present tense to describe action in a photo.
• Give readers information they cannot get from just looking at a photo.
• A caption should complete the photo. The reader should not have to look at the story, but should want to look at the story.
• Write captions so they go from specific to general or general to specific.
• Do not begin a caption with names.
• Captions should not repeat information contained in the lead.
• Name people only if they are important to the picture.
• Vary the way you begin captions:
-prepositional phrases
-infinitive -phrases
-participial phrases
-adjective phrases
-questions
-exclamations
-play on words
Activities
- Cut out pictures from magazines and newspapers that set a mood or seem to tell a story. Practice writing story captions for these pictures.