Cutlines (Captions)

In newspapers the words under photos are called cutlines. In magazines, they’re captions. Cutlines help tell a story, but too often they’re a hurried after-thought. They should be just as clear, accurate, complete and well written as headlines and text. Use active voice, strong verbs and descriptive words.

Carol SchwalbeA scarlet macaw eyes a visitor outside San Jose, Costa Rica.

Cutlines let readers know what the story is about and why the photo is significant even without reading the accompanying text. The key to fusing words and pictures is to write to, not merely about, a picture. One way to do this is to imagine that the picture is the lead of the story and the caption is a continuation that explains and amplifies the headline.

Good cutlines address the 5W’s and occasionally the H:

• Who is in the photo (identify all recognizable people except if there’s a crowd)

• What the people are doing

• When, where and why the photo was taken

• Sometimes, how the photo was taken (if, for example, the photographer used an unusual technique or manipulated the image)
Start in the present tense to address what’s in the photo, but don’t state the obvious. Look for verbs with more pizzazz than “is a picture of,” “poses,” “looks at” or “shown above.”

A good cutline shows readers something new about the photo and makes them want to look at it again. Point out interesting details in the photograph that readers might overlook. Be specific. A cutline rich with details has more interest and impact that one filled with vague generalities.

Match the tone of the cutline to the mood of the photograph. Don’t try to be funny if the photo isn’t. Don’t editorialize. Don’t ascribe emotions to people unless you know you’re right. Never ascribe emotions or thoughts to animals, such as, “These horses seem to be wondering if their pasture will one day be a parking lot.”

Be accurate. Double-check the identification of any objects, such as musical instruments or species of flowers. Make sure the number of people in the photo jibes with the number identified in the cutline.

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