The art of captioning

Because the supposedly inconspicuous little text called a subtitle has a lot more potential than you might think at first glance. Captions can be more than a mere repetition of what has already been visually presented. A caption that simply states the obvious in text form is banal and of no value to the reader. A good caption does not bore the viewer with superfluous information. Instead, it provides additional insight that goes beyond the image and adds value. Around 90 percent of readers look at the photo first. And second? The caption. It often determines whether the article is read at all or not. Captions are often the first words of information and should arouse the reader's curiosity to read more.

But before we get to the tips for a better caption, let's get a few technical details straight:

The visible caption usually consists of two elements: the image description and the image credits, in that order. The credit is about naming the licensor of the image and, if applicable, the photographer, depending on your licensing obligations. Image captions, on the other hand, are often perceived as a tedious chore, requiring real editorial work. As a result, they often come across as uninspired and unfriendly. However, the image description is not only an opportunity to convey an interesting additional message in consumer texts, but also in editorial texts, or to arouse interest in the main text.

In the context of accessibility, it is important to remember that you must always provide metadata for your images. In addition to the image description, this includes an alternative text and a title text. The alternative text will be displayed if the image cannot be loaded and will be read out by reading software that would otherwise just read out "image". The title text is displayed when the cursor is hovered over the image. This is the name of the image file, often with an extension.

When searching for a suitable image, you should not enter the following description, but the desired motif, i.e. exactly what the image should represent and what should be avoided in the visible caption. This is the same as the alternative text for accessibility. In the example above, this would be "Car parked in front of a house".

So you always have to mentally bridge the gap between what is shown and what you want to say.

Now to our tips.

When writing the image caption, avoid repeating key content elements from the title or introductory text. The caption is an independent content element and should make its own statement. Pick a particular aspect of the image that is relevant to your topic and highlight it in the caption.

Put yourself in the reader's shoes! You can approach the description by trying to answer the questions that come to mind when you look at the picture: Who are the people, what are they doing and where was the picture taken? Which questions you answer in detail will depend on the subject and your audience. For example, if you are reporting on a new car model or the trend for men to start wearing hats again, the reader will probably be less interested in where exactly the car in the picture was taken or the name of the person wearing the hat. In product communication, you build a bridge between image content and product benefits, describing the benefits of your product to the reader. In an editorial context, you provide information that the photo does not, information that is invisible. Be specific so that the image can help you sell the product or make the reader want to read the whole article.

For example, if the image is of a detached house with a car parked in front of it, the caption should not read: "A car parked outside a house". Instead, provide your readers with at least one additional piece of information that goes beyond simply describing the subject. Ideally, you should be able to make the reader curious about the corresponding article.

In the example of the parked cars above, the description of the picture could be "The trend for second cars is unbroken". And if there is room, you could add: "This makes choosing the right car insurance all the more important". And that would be an elegant link to a related how-to article.

Let's take the example of an innovative tennis shirt specially designed for top performance. Instead of simply saying: "Milton tennis shirt, climate regulating", we can wrap the invisible in a story: "To keep you cool: Our Milton tennis shirt wicks away heat thanks to newly developed high-performance fibres". This headline goes beyond the mere description of the product and conveys a clear benefit to the reader: the ability to stay cool and comfortable even during intensive training.

Instead of simply saying: "The new collection from XYZ Fashion", the caption could provide more information, e.g. "Discover the timeless elegance of our latest collection: classic cuts, sustainable materials and unrivalled craftsmanship". This caption not only provides information about the collection, but also highlights the brand's values and style, piquing the viewer's interest and encouraging them to find out more.

Imagine looking at a photograph of a stunning sunset over the ocean. The caption could simply read: "Spectacular sunset at the beach". But what if instead the caption read: "Be enchanted by the beauty of life: enjoy the moment when the sun gently sinks into the sea, bathing the world in warm colours"? Suddenly the image comes to life and the viewer is invited to make an emotional connection with the content of the image.

Pay attention to what is known as the picture superiority effect. This effect means that we generally remember pictures better than words. The visual system is simply more efficient at processing and remembering information. Decoding text is a relatively recent achievement in human evolution. But how does this effect affect the impact of subtitles? If you try to use a caption to soften a violent image, to make it more palatable, only the violence shown will remain in the viewer's memory, the text will have no effect. For this reason, captions should not contrast with the image, but rather complement it, leading in the same direction.

The style of language used in a caption plays a crucial role in eliciting the desired emotional response from the viewer. The description should be written in clear, easy to understand language and provide the right mix of information and emotion. An example of a good style might be 'Experience the incomparable beauty of our new summer collection: light fabrics, vibrant colours and timeless designs that perfectly complement your style'. This caption not only speaks to the visual elements of the collection, but also creates a sense of excitement and anticipation in the viewer.

Instead of just saying: "Exclusive handbag in high quality leather", you can tell a story: "Travel in style: Our [product name], made from the finest Italian leather, gives you a touch of luxury while providing enough space for all your essentials".

Captions can not only describe product benefits, evoke emotions or lead to the main text, they can also make the viewer think by telling a story. For example, the caption for a photo of a lion in the savannah might read: "Majestic lion in its natural habitat". Or it could convey something deeper, such as: "Discover the unspoilt beauty of the wild: a lion resting in its home, a symbol of the power and grace of nature.

Another important element of a good caption is its length. The caption forms a self-contained block of information and should stand on its own. At the same time, space is at a premium. The trend is towards longer and longer captions over several lines. However, try to keep the caption short and to the point, with no more than one or two short main sentences. Keep the reader's attention and avoid superfluous details. Instagram shows how effective captions can be used to tell a story and create an emotional connection, even when space is limited. A possible caption for an Instagram post might be: "New limited edition product now available! 🌟 Join the #XYZCommunity and get your exclusive style."

Artists can use titles to tell stories about their work. Especially when they are in the process of reduction or abstraction, they are keen to make the invisible "visible" in text form. According to reports in Monopol ➚ and Der Spiegel, scientists have deciphered an alleged inscription on one of the most influential paintings of the 20th century, The Black Square by Kazimir Malevich (1878-1935). It reads: "Battle of the Blacks in a Dark Cave". The painter Klee (1879-1940) also uses poetic titles to help us get into his animal paintings.