As a strategy, the captions work from either specific to general, or general to specific. National Geographic captions are excellent examples. If the picture and caption work well together, they’ll look at the headline and then the story. 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. There are a few simple techniques you can use to consistently write great captions. When it comes to copywriting, captions are the one-two punch that delivers. Some stories can be told exclusively through pictures and captions. The loop, as we call it, satisfies your curiosity, and compels you to read the story and sidebars.Įvery 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 caption tells the reader what, where and when while the photo provokes a visceral, emotional reaction. The photo and caption complement each other. 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. (Photo and caption by Sean Heavey) 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.

A supercell thunderstorm rolls across the Montana prairie at sunset.

Examples of cutlines under photos