Key question
How do image and text tell more together than each on its own?
Images are often the first entry point to a page. They spark curiosity, convey mood, and carry information that text alone cannot. For them to be effective, the selection, cropping, placement, and caption must be right, and the usage rights must be cleared.
Learning objective: You can select and crop images effectively, relate them to the text, and write complete captions including picture credits.
The picture shows, the caption explains.
4.1 / Select images
A few strong images beat many weak ones.
When selecting images, the picture desk and design team work closely together. Good images meet several criteria:
01
Statement
The image tells a story about the subject rather than merely decorating it.
02
Quality
Sharp, well-exposed and with sufficient resolution for the intended size.
03
Diversity
Wide, mid and close-up shots combine to create a photo series with rhythm.
04
Picture Style
Light, colour and attitude match the publication's look and feel.
A publication with its own visual style is recognised more quickly. Many editorial teams outline this in a brief for photographers. That way, images from different sources still fit together.
Choose images that tell a story.
4.2 / Section and relationship
The framing directs the eye.
Cropping allows you to decide what is shown and what is not. A tight crop creates intimacy, while a wider crop provides context. People should look into the page, not away from it. Never crop an image in a way that distorts its meaning.
Image and text are interconnected: the image can illustrate, complement, or deliberately contrast with the text. Placing an image next to the relevant paragraph makes the connection immediately clear.
01
Cropping
Cut with intention: tight for closeness, wide for context.
02
Image-text relationship
Image and text complement each other when they relate to one another.
03
Rights and Credits
Every image requires permission for use and an image credit.
Cut with purpose, place with reference.
4.3 / The Caption
The legend is almost always read.
Many readers look at pictures and captions first before reading the text. A good caption therefore answers the key questions: what can be seen, who, where, and when? It does not describe the obvious, but complements what the picture does not show.
The photo credit names the creator, for example "Photo: Noah Frei". Put simply: in Switzerland, all photos are protected by copyright, even without a copyright notice, and since the 2020 revision of the Copyright Act, this also includes simple photos without any particular artistic merit. Therefore, always clear the rights before publishing.
What, who, where, when and by whom.
Exercise
A photo gallery for 'Quer'
Task: Design a double-page spread for "Quer" featuring a short report and three of your own pictures.
STEP 1
Take or choose ten photos of a location in Basel or your city.
STEP 2
Select three images with different shot sizes.
STEP 3
Crop and place them in the grid in relation to the text.
STEP 4
Write a caption for each image, including the image credit.
Evaluation: Does anyone understand the story solely from the pictures and captions?