A good general rule for proposals is: “Don’t make evaluators do their own thinking”. Tell them clearly what you want them to know, and make sure they read it by highlighting those key messages.
Graphics are an important tool when you are trying to foreground a particular piece of information. A picture may be worth a thousand words, but it’s worth more in your proposal if you add an action caption.
An action caption adds your spin or interpretation. Without it, evaluators are left to draw their own conclusions.
Good captions interpret the visual and suggest the benefit to the evaluators’ organisation. For example:
Figure 1. Flexible Voice Messaging System. You can end lost orders through dropped customer calls with our graphic operator interface and advanced networking software. Our modular design makes it easy to change or expand, improving your flexibility.
Captions are far more likely to be read than body text. To reinforce them, repeat key points in the body text in slightly different words.