Anyone who has worked with me will know I spend a lot of time creating powerful marketing messages. One of my biggest bugbears in copy is the overuse of capitals or Title Case. There is a trend in business writing to turn words into capitals, making the word sound ever so important.
The problem is, it doesn’t. It also isn’t grammatically correct. What’s worse, it makes it much harder to digest the information. With so much noise in the marketplace, it is essential that your customers can quickly and easily digest your marketing message. If not, you may well lose them. So please, no more capitals.
So your headings should not be in capitals. Those products that aren’t really products, they shouldn’t be in title case, departments definitely not, anything you are trying to make seem important, please beware. Unless it’s a proper noun, place or person it shouldn’t be in capitals. If you are just not sure leave the capitals out.
Here’s what the most influential newspapers say about the overuse of capital letters.