Great Captions and Headlines
HAMMER
A hammer headline is the opposite of a kicker. It uses a bold phrase or word to catch the reader's attention, the adds more information below.
KICKER
A kicker headline has a word or phrase that labels the topic and leads into the main headline. The items leading the reader in are usually smaller in font size and weight.
SLAMMER
A slammer headline uses a boldface word or phrase that leads the reader into a contrasting main headline. There is usually a colon after the initial words.
Avoid these in Headlines
Articles: a, an, the And, Names, Label leads, Past tense, Repetition of words, especially key words, Beginning with a verb - it usually sounds like a command, Asking questions, Periods - they stop a reader, Omit forms of the verb be - write in active voice
Do's of great captions
Includes the five W's and one H, be factual, identify people in the picture (up to 7), use complete sentences, use first and last names.
Hammer
JELLIN' Twenty years after their debut, plastic shoes are fashionable again
Slammer
JELLY SHOES: STEP INTO FASHION WORLD
Guidelines for Headlines
Make sure tells the story, Be positive; focus on what happened, not what didn't (but avoid opinion), Be descriptive, but brief,Use visual action verbs, Write in present tense, active voice, not too long
Kicker
They're back in the spotlight JELLY SHOES STEP INTO FASHION WEEK
Attention Getter
a mini headline. It's a direct link from the caption to the photo it is describing.
Complimentary Information
a past-tense sentence telling the reader something he cannot see from the photo itself, like how much money was raised in the fundraiser or who won the game.
Basic Information
a present-tense sentence telling who is in the photo (name up to seven people) and what he or they are doing.
Direct Quote
a unique statement from someone in the photo discussing an aspect of the event in the photo. This should not be a fact, but how someone feels.
Don't (s) of great captions
state the obvious, begin leads with names or overuse same lead, pattern, use label leads (example: basketball girls, swimmers, etc.), use an excessive amount of -ing verbs, use "Pictured/Showed Above," "Seems/Attempts to", use "gag" or joke, comment or question the action in the picture.
