How do you write captions that capture attention and convey key messages?

Captions are short texts that accompany information graphics, such as charts, maps, diagrams, or photos. They help readers understand the main point, context, and source of the graphic. But how do you write captions that capture attention and convey key messages? Here are some tips to help you craft effective captions for your information graphics.

1 Use active verbs and clear language

Captions should be concise and engaging, using active verbs and simple words. Avoid jargon, acronyms, or vague terms that might confuse or bore your readers. For example, instead of writing "The graph shows the correlation between X and Y", write "X and Y are strongly related, as the graph reveals". Use language that matches the tone and style of your graphic and your audience.

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2 Highlight the main takeaway and relevance

Captions should not just describe what the graphic is, but also what it means and why it matters. Identify the key message or insight that you want your readers to remember and relate it to the purpose of your graphic and your topic. For example, instead of writing "This map illustrates the distribution of population density across the country", write "Population density varies widely across the country, affecting access to resources and services".

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3 Provide context and source information

Captions should also provide some background information that helps readers interpret the graphic and trust its validity. Include relevant details such as the time frame, location, scale, method, or source of the data or image. For example, instead of writing "This diagram shows the structure of a cell", write "This diagram shows the structure of a human cell, based on microscopic observations by Smith et al. (2020)".

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Carmen Glover, M.S.Ed.

Author. Award-winning Journalist. Higher Ed & K-12 Leader. Penchant Media Founder. Communications & Career Consultant.
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The phrase "A picture is worth a thousand words," is brought into sharp focus with well-written captions. Readers aim to understand graphic representation by relying on clear, concise captions. The key consideration when writing effective captions is to provide clarity while embracing brevity.

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4 Use consistent formatting and style

Captions should be consistent in their formatting and style throughout your document or presentation. Use the same font, size, color, alignment, and punctuation for all your captions. Follow the conventions of your field or genre for capitalization, abbreviations, units, citations, and references. Use parallel structure and grammar for similar captions. For example, if you use present tense and full sentences for one caption, use the same for the others.

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Derek Coté, MFA

Creative Director at Formation PR + Brand
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Consistency is important. It allows the audience to quickly scan or dig deep into the content of the infographic. However, consistency can also be complementary in order to sustain or lengthen viewer engagement. Rather than simply applying the same colors and fonts across the entire piece, try using complementary colors and scale to highlight or draw attention to the main points. This will have the effect of engaging the audience visually and encouraging further exploration of the information.

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5 Align captions with graphics and labels

Captions should be placed close to the graphic they refer to, preferably below or to the right of it. They should not overlap or obscure any part of the graphic or its labels. Captions should also complement and not repeat the information provided by the graphic title, labels, legends, or annotations. For example, if your graphic has a title that summarizes the main point, use your caption to explain or elaborate on it.

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6 Test and revise your captions

Captions should be tested and revised to ensure they are clear, accurate, and effective. Ask yourself or someone else to read your captions and check if they answer the following questions: What is the graphic about? What is the main message or insight? Why is it important or relevant? How was the data or image obtained or created? Is there anything unclear, confusing, or misleading? If so, revise your captions accordingly.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you write captions that capture attention and convey key messages?

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1 Use active verbs and clear language

2 Highlight the main takeaway and relevance

3 Provide context and source information

4 Use consistent formatting and style

5 Align captions with graphics and labels

6 Test and revise your captions

7 Here’s what else to consider

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