{"id":26257,"date":"2021-03-31T04:47:49","date_gmt":"2021-03-31T08:47:49","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=26257"},"modified":"2024-01-17T09:38:54","modified_gmt":"2024-01-17T13:38:54","slug":"how-to-write-a-good-photo-caption","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2021\/03\/how-to-write-a-good-photo-caption\/","title":{"rendered":"How to write a good photo caption"},"content":{"rendered":"<h2>Cutlines get 16% more readership than text<\/h2>\n<p>Too often, communicators crank out captions (aka cutlines) in the 15 minutes before happy hour on a Friday night.<\/p>\n<figure id=\"attachment_26258\" aria-describedby=\"caption-attachment-26258\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26258\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/how-to-write-a-good-photo-caption\/how-to-write-a-good-photo-caption\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-write-a-good-photo-caption\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;A picture is worth a thousand words \u2014 but not without a caption&lt;\/strong&gt;. Captions can be workhorses of communications \u2014 but only if you use them and use them well.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption.png\" alt=\"How to write a good photo caption\" title=\"How to write a good photo caption\" width=\"600\" height=\"300\" class=\"size-full wp-image-26258 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption-300x150.png 300w\" data-sizes=\"(max-width: 600px) 100vw, 600px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 600px; --smush-placeholder-aspect-ratio: 600\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"26258\" data-permalink=\"https:\/\/www.wyliecomm.com\/2021\/03\/how-to-write-a-good-photo-caption\/how-to-write-a-good-photo-caption\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption.png\" data-orig-size=\"600,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"how-to-write-a-good-photo-caption\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;A picture is worth a thousand words \u2014 but not without a caption&lt;\/strong&gt;. Captions can be workhorses of communications \u2014 but only if you use them and use them well.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption-300x150.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption.png\" alt=\"How to write a good photo caption\" title=\"How to write a good photo caption\" width=\"600\" height=\"300\" class=\"size-full wp-image-26258\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption.png 600w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2021\/03\/how-to-write-a-good-photo-caption-300x150.png 300w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/noscript><figcaption id=\"caption-attachment-26258\" class=\"wp-caption-text\"><strong>A picture is worth a thousand words \u2014 but not without a caption<\/strong>. Captions can be workhorses of communications \u2014 but only if you use them and use them well. <a href=\"https:\/\/www.shutterstock.com\/image-photo\/postcard-collage-europe-prague-amsterdam-paris-391149406\" rel=\"noopener\" target=\"_blank\"><em>Image by Den Rozhnovsky<\/em><\/a><\/figcaption><\/figure>\n<p>Their loss.<\/p>\n<p>\u201cToo often, [captions] are the first thing the reader reads (sometimes even before the headlines),\u201d\u00a0 writes the late communication trainer Steve Buttry, \u201cand the last thing [news organizations] slap together.\u201d<\/p>\n<p>Handled well, captions can be workhorses of communication. That\u2019s because:<\/p>\n<ul>\n<li><strong>Images get the most viewership on a page<\/strong>. That makes the caption, or caption under the image, a power point for communication. (And no, you don\u2019t need to be <strong>National Geographic<\/strong> or offer time-lapse photography for this to be true!)<\/li>\n<li><strong>Captions get 16% more readership<\/strong> than text.<\/li>\n<li><strong>Telling people what to look for in a picture increased comprehension<\/strong>, according to research by W.H. Levie and R. Lentz.<\/li>\n<li><strong>Adding captions to a series of cartoons increased recall by 81%<\/strong>, according to a study by Richard E. Mayer, et al. And it reduced problem solving, or the ability to apply the information, by 66%.<\/li>\n<li><strong>Text that\u2019s larger or bolder than body copy gets more readership<\/strong>. Caption style stands out from the text.<\/li>\n<\/ul>\n<p>As a result, captions offer an opportunity to draw the reader in and communicate to flippers and skimmers.<\/p>\n<p>Captions \u201ccan be to stories what trailers are to movies \u2014 intriguing, compelling previews,\u201d says Monica L. Moses, deputy managing editor\/visuals for the <em>Minneapolis Star Tribune<\/em>.<\/p>\n<p>So don\u2019t slap yours together at the last minute.<\/p>\n<h3>Catch readers with captions<\/h3>\n<p>Here are 12 ways to make the most of social media and other captions:<\/p>\n<h3>1. Include a caption with every image.<\/h3>\n<p>Yep, every image. Even if:<\/p>\n<ul>\n<li>It\u2019s a small image.<\/li>\n<li>The reader can easily tell what the image is.<\/li>\n<li>It\u2019s a conceptual illustration.<\/li>\n<\/ul>\n<p>Why?<\/p>\n<p>Because you\u2019re not writing captions to explain what\u2019s in the picture. You\u2019re writing captions to draw readers in and communicate to flippers and skimmers.<\/p>\n<h3>2. Write subject, verb, object.<\/h3>\n<p>Call them \u201caction captions.\u201d The way to capture the action is with a simple sentence and active verb. Which means you need to \u2026<\/p>\n<h3>3. Avoid label captions.<\/h3>\n<p>That\u2019s where you simply describe what\u2019s in the photo, such as \u201cBill, 42, holds a fish.\u201d Even worse: \u201cLoring Leifer, president, WordsWorth Communications.\u201d<\/p>\n<p>\u201cDon\u2019t insult your readers,\u201d writes Gregg McLachlan, associate managing editor of the Simcoe Reformer. \u201cIf you have a photo of an environmentalist standing next to a fence at a toxic dump site, don\u2019t write, \u2018John Johnson is standing next to the fence \u2026\u2019\u201d<\/p>\n<p>Instead, use the photo as a jumping-off point to \u2026<\/p>\n<h3>4. Deliver a key message.<\/h3>\n<p>Go beyond just identifying the people in the picture. Skip, \u201cBill, 42, holds a fish.\u201d Readers know what they\u2019re seeing \u2014 you don\u2019t need to tell them.<\/p>\n<p>Instead, encapsulate one of your key ideas into the caption. More people will get it than if you just run it in the body copy.<\/p>\n<h3>5. Add a catchline.<\/h3>\n<p>A catchline is a mini \u201cheadline\u201d for your caption. Adding one increases caption readership. The catchline on here is \u201cReach \u2018em where their eyes are\u201d:<\/p>\n<h5 class=\"standalone\"><strong>Reach \u2019em where their eyes are<\/strong> Captions can be workhorses of communications \u2014 but only if you use them and use them well.<\/h5>\n<h3>6. Compliment the other display copy.<\/h3>\n<p>Captions work as a package with headlines, subheads, callouts and the other display copy on the page. Don\u2019t repeat or contradict what you say in the other display elements.<\/p>\n<h3>7. Answer reader questions.<\/h3>\n<p>If the CEO is wearing a cast, explain why. Otherwise, readers will be distracted by wondering.<\/p>\n<h3>8. Use a special typeface.<\/h3>\n<p>Make the caption larger or bolder than the text. That will increase readership.<\/p>\n<h3>9. Use the present tense.<\/h3>\n<p>Give a sense of immediacy. Write your caption as if it\u2019s happening now. (No need to include the date.)<\/p>\n<p>\u201cYour caption represents a specific moment in time captured by a photograph,\u201d McLachlan says. \u201cThe photo is the window that takes readers to the scene and captures \u2018live\u2019 action.\u201d<\/p>\n<h3>10. Keep it short.<\/h3>\n<p>Limit the length to 14 to 21 words. If your caption doesn\u2019t look brief and scannable, it will lose its ability to attract.<\/p>\n<h3>11. Avoid awkward navigation.<\/h3>\n<p>If you\u2019re writing \u201cBottom photo, clockwise from top left,\u201d there\u2019s too much going on.<\/p>\n<p>\u201cDon\u2019t write, \u2018John Johnson, second from left in the middle row starting next to the boiler room door opposite the men\u2019s washroom,\u2019\u201d McLachlan counsels. \u201cDon\u2019t turn your cutline into a maze.\u201d<\/p>\n<h3>12. Expand the caption into a mini-story.<\/h3>\n<p>Given the power of images and captions, why not run an entire super-short story under the photo? Cover the 5 W\u2019s, or at least the who, what, when and where. That will transform your photos and captions into little information modules.<br \/>\n____<\/p>\n<p>Sources: Steve Buttry, \u201c<a href=\"http:\/\/web.archive.org\/web\/20100404035031\/http:\/\/www.notrain-nogain.org\/Train\/Res\/CopyD\/cuts.asp\" target=\"_blank\" rel=\"noopener\">Writing Alluring Cutlines<\/a>,\u201d NoTrain-NoGain.org<\/p>\n<p>Mario R. Garcia and Pegie Stark, <em>Eyes On the News: The Poynter Institute Color Research, The Poynter Institute for Media Studies<\/em>, 1991<\/p>\n<p>Peter S. Houts, Cecilia C. Doak, Leonard G. Doak,\u00a0 Matthew J. Loscalzo, \u201c<a href=\"http:\/\/web.archive.org\/web\/20120915064710\/http:\/\/www.tahud.org.tr\/uploads\/sunumlar\/2809d1288234fa5ce42b99ed1f1067c7667ee95e.pdf\" target=\"_blank\" rel=\"noopener\">The Role of Pictures in Improving Health Communication: A Review of Research on Attention, Comprehension, Recall, and Adherence<\/a>\u201d (PDF), <em>Patient Education and Counseling<\/em>, vol. 61, 2006, p.173-190.<\/p>\n<p>W.H. Levie, R. Lentz, \u201cEffects of text illustrations: a review of research,\u201d ECTJ1982, vol. 30, pp. 195-232<\/p>\n<p>Richard E. Mayer, William Bove, Alexandra Bryman, Rebecca Mars, and Lene Tapangco, \u201cWhen Less is More: Meaningful Learning From Visual and Verbal Summaries of Science Textbook Lessons,\u201d <em>Journal of Educational Psychology<\/em>, Vol. 88, No. 1, 1996, pp. 64-73.<\/p>\n<p>Gregg McLachlan, \u201c10 Tips for Better Cutlines: Improve Your Captions Today,\u201d NoTrain-NoGain.org<\/p>\n<p>Monica L. Moses, \u201cSell Stories! Write Great Captions,\u201d More Eyes on the News, The Poynter Institute, Jan. 10, 2002<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Cutlines get 16% more readership than text<\/p>\n","protected":false},"author":6,"featured_media":26258,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[65],"tags":[299,12974,300],"class_list":{"0":"post-26257","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-display-copy","8":"tag-captions","9":"tag-communications","10":"tag-cutlines","11":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to write a good photo caption<\/title>\n<meta name=\"description\" content=\"A picture is worth a thousand words \u2014 but not without a caption. 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