The Real Purpose of Photo Captions

So after photographs and headlines, what do readers typically read most often?

According to reader eye movement research, readers’ eyes next go to captions.

With such high readership, publishing one of your photographs without a caption—or with one that merely describes the action in the picture—is a missed opportunity. The real purpose of a photo caption is to market your mission. Tie the photograph to the organization message, advises the Direct Marketing Association, using the caption to highlight  the “benefits” of whatever product or service is being marketed.