A Short but Powerful
Communication Tip

Text in ALL CAPS is harder for a reader's eye to read than text in UPPER and lower case—called "sentence case." Eyes are used to reading longer blocks of text in sentence case, and can read it faster. Eyes are used to HEADLINES in all upper case—and you want their eyes (and minds) to linger over headlines so they "get" more of what's coming up after the HEADLINE. Bottom line—your most effective messages will be those written in sentence case with only OCCASIONAL use of all upper case.

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