Yet again, I have come across someone suffering from CAPITALITIS.
Here's a quote from a book I've just read:
Our use of language is as telling as a purple Mohawk haircut or a three-piece suit. Through our words, we have the best opportunity to let people know who we are and what we have to offer.
Now, isn't that what you're doing when you commission a brochure, a website or an advertising campaign? Showing people who you are and what you have to offer?
So why make a mess of this opportunity.
Use bad grammar and you have wasted your money. Earlier this week, we created a one-third page ad that was costing our client over $6,000 to place in a magazine. If that ad had contained poor grammar, typos and had suffered from CAPITALITIS, then that money would have been better spent on something else.
Look at the style guide of your choice to see what should be capitalized and what shouldn't. Or see the links below. Words should not have capital initials "for emphasis" (that's one I've heard). That's what designers are for. - there are many ways to emphasize words or phrases without resorting to being ungrammatical.
If your current project is a website, correct grammar, spelling and punctuation are even more important.The vital thing to remember here is that we will correct any errors we see in your copy - including erroneous capitalizations. We have known clients INSIST that the erros a put back, believe it or not. And then, six months later, they complain to us that their website isn't appearing in search engines for certain terms. Well, it's not a phrase I like to use but I told you so. Don't pay attention to us, OK, but don't complain about the consequences.
See How Hard This Sentence Is To Read and See How Stupid And Uneducated It Looks. You wouldn't write like that in a 'real life' situation, would you?
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