- Sentence case: When you capitalise just the first word. This is sentence case.
- Title case: When you capitalise your most important words. This is Title Case.
- Uppercase: When you capitalise all words. THIS IS UPPERCASE.
Did you know, sentence case is easier to read and, therefore, performs better? Why? Because it increases the letter shape contrast for each word.
This is what letter shape contrast looks like…
- Notice how this copy is easy to read in sentence case.
- Notice How Much Harder You Find it to Read Copy in Title Case.
- NOTICE HOW MUCH HARDER YOU FIND IT TO READ COPY IN ALL UPPERCASE.
Also, all uppercase can look like you’re SHOUTING!
In contrast to other cases, sentence case tends to look more contemporary. That’s why it’s used by leading brands including Google, Dropbox and Slack.
Using sentence case also makes it easier for your audience to spot and read brand names, such as Calibre Marketing, in a sentence.
Example
The screenshot below is a mobile alert from Apple…
Title case makes the message hard to read:
Turn On Location Services to Allow “Weather” to Determine Your Location
Sentence case would make the message easier to read:
Turn on Location Services to allow “Weather” to determine your location
If in doubt, use sentence case.
… Especially for long or important copy, such as digital button text.
And finally, don’t switch between Sentence case, Title Case and UPPERCASE. Once you’ve chosen a house style, stick to it.
