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. Reward readers by revealing new insights and information with every few paragraphs.

The Elements of a Caption

Lead-In: A mini-headline that grabs the reader’s attention and directs you from the caption to the photo.
Basic Info: An introductory sentence that indicates who and what is occurring in the photo. It uses present tense.
Necessary Details: You need a past tense sentence that adds information that is not obvious in the photo. The outcome or consequence of the action in the photo is usually found here.
Direct Quote: Quotes capture the thoughts of those who were attending the event as they happen. The quote should be by someone in the photo. The quote can sometimes come before the necessary details.

Three sentences is all a caption needs to be, and one of those can be a quote.

Quote Attribution

"The first sentence of a quote should go before the attribution," consultant Catherine Holland said. "A second sentence adds voice and meaning."

Always use "said" (past tense) in the caption, but never end your caption with it.

Caption "DOs":

• Begin captions with colourful, interesting words that have impact. Also vary the openings, the first few words of the first sentence.
• Captions should be written concisely, yet include specific information rather than broad, general statements.
• Captions should supplement the story content of the picture with additional information. They should not repeat the content of a photo but expand on that content. Paint a word picture to supplement the action.
• Identify all or at least the most important people in the photograph unless it is a large crowd shot. In action photos involving several students, it is well to identify all individuals when five or less are featured.
• Write in present tense, active voice in most cases, as though the action were occurring now.
• Use colourful, lively verbs. Avoid “to be” verbs (is, are, was, were).
• Captions should be written in complete sentences. Higher level captions usually include two or more sentences. The first sentence refers directly to the action in the photo and is written in present tense. The succeeding sentence(s) provide specific additional information and are written in past tense for clarity.
• Use titles and full names of subjects for both students and adults. Preferably use short titles before a name rather than after, which will help the rhythm of the sentence and will not break up the flow of the description.
• In group shots identify people by row, clearly specifying row position. Never use “First Row” or “Row One,” since the reader will not know whether it is the top or bottom row. Use “Front Row” and “Back Row” or “Bottom Row” and “Top Row.” Number the rows in between (“2nd Row” or “Row 2”). Use a type variation for row designations so they stand out for the reader (bold face, italic, full caps). However, you identify people in group shots, be sure that all group captions throughout the book use a standard, consistent style. Do not indicate left to right as that is the normal way.
• Select an effective typographical “lead-in” to capture the reader’s attention (headline, bold face, italics, full caps, or a combination).
• Select a type size and/or style so that captions are distinguishable from body copy. Yearbook captions are generally smaller point size than body copy.

Caption "DON'Ts"

• Avoid beginning with “a,” “an” and “the.”
• Do not start with an "-ing" word.
• Do not start with a name. You want to start with a clause that gives some context.
• Do not repeat facts that are included in the copy.
• Do not make up a caption. The reporter must find out what was taking place when the picture was taken.
• Do not editorialize.
• Do not personalize captions with words such as “our” and “your.”
• Do not use first or second person, except in quoting “I” or “you.”
• Do not use abbreviations, except those that are widely known and recognized.
• Do not use nicknames.
• NEVER write “gag captions” that are silly, cute, or sarcastic. They are usually poor attempts to be humorous. Feelings can be hurt too easily, and they may even be libelous.
• Do not include in-picture identifications such as “pictured above” or “left to right.” Such information is understood, and it merely becomes clutter. But be sure to name people from left to right.