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Leaving the grammar of proper nouns and capitals aside for one moment, there is another important issue with capital letters.
IT HAS BEEN TRENDY FOR A WHILE NOW TO WRITE PARAGRAPHS IN CAPITALS TO MAKE THE DESIGN LOOK COOL. OR TO EMPHASISE SOMETHING IMPORTANT.
In fact, using capital letters for text in this way makes them far harder to read. The eye is used to scanning lower case and the last thing you want to do is slow your audience down before they reach your golden nugget of marketing beauty. If you want to emphasise something, use bold.
another trend, of course, is to avoid capitals entirely. so über-cool media firms write like this. because it's so now.
Actually, my own view is that entirely lower case text is less of a problem than a block of capital letters. You might want to think carefully about the image you are projecting, but you won't make things significantly more difficult to read. Titles, especially, can look better in lower case. |
