In a recent post, we discussed how Jan V. White, the eminent designer, integrates graphics with copy to win readers. Another lesson follows. Most editors I know put off writing captions until the very last minute. Instead, try writing them first. In Editing by Design, White points out:
“Picture captions are the most important words on the page. They get the highest readership … the image fused to its explanation is a tempting twosome used to hook the uninvolved scanner into reading.”
Here’s another novel idea. Editors, talk to your designer about what the captions will say—the point you’re going to make. Approach each caption as a “single intellectual info-unit,” as White puts it. You will save readers the mental effort of linking words to image. Here are some ways to achieve this:
Allow caption lengths to vary. Many publications have prescribed lengths for captions. Such rules often straitjacket fascinating information or encourage padding for the sake of consistency. Make captions as long as they need to be—but no longer.
Use a boldface lead-in to say something that makes sense and is meaningful. You waste prime real estate if you don’t use boldface to attract the reader’s attention quickly with something irresistible and clear. Like a strong headline, use lead-ins or caption titles to play up the “what’s-in-it-for-me value” of the story.
Don’t describe the obvious. Otherwise known as “don’t insult the reader’s intelligence,” this hallowed commandment can get broken under deadline pressure. Obey it. Avoid simply describing what’s taking place in the picture. An obvious caption gives the reader no incentive to dig deeper into the story. Avoid crutches like “above” and “opposite” to point to the picture; if one seems necessary, you need to rework the layout. Unless the picture is so complicated that directions are essential, omit the phrase “left to right” to identify subjects. Even native speakers of Hebrew scan images from the left—and would rather read something new and tantalizing.
