Originally posted over 8 years ago by Dirk HCM van Boxtel, Creative Director & Digital Strategist at Waldorf & Statler (@ the balcony)
In a lively discussion that still resonates today, Dirk posed a simple yet thought-provoking challenge to the design community: How do you choose between sentence case and title case? He explained that with sentence case you capitalize only the first letter of the sentence (and proper names), while title case capitalizes most words in a headline. This distinction, though subtle, can greatly affect tone, readability, and overall impact.
What Are the Two Styles?
Sentence Case
- Definition: Only the first letter of the sentence and proper nouns are capitalized.
- Benefits:
- Natural Tone: Feels more conversational and grammatically natural.
- Clarity: Often seen as more direct, making it ideal for action statements (e.g., buttons or short instructions).
- Consistency: Many designers find it easier to maintain without the need to remember which words should remain lowercase.
For instance, a button labeled “Remove task from list” can appear clearer and more approachable than “Remove Task from List.”
Title Case
- Definition: Capitalizes the major words in a title according to conventional rules.
- Benefits:
- Formality and Impact: Gives headlines and titles a formal, authoritative look that can make them stand out.
- Emphasis: Often used to signal importance, as if being read by an announcer (e.g., “All New: Animated Cat Gif Feature”).
- Visual Hierarchy: Particularly effective for headings, page titles, and link titles where you want to draw attention.
Yet, title case isn’t without its drawbacks. Some argue it can sometimes mask important details—like names—or feel overly “shouted.”
Voices from the Community
The ensuing conversation revealed a range of opinions:
- Tone and Function:
- Jeremy Wells shared that he prefers sentence case when the headline is a complete sentence or needs a friendly tone, while he opts for title case for incomplete sentences that demand a professional or impactful look.
- Readability Concerns:
- Jim Silverman pointed out the challenge of remembering which words should remain lowercase in title case, leading him to lean toward the simplicity of sentence case.
- Rude Ayelo emphasized that title case can sometimes obscure names and key terms, making the text harder to parse.
- Contextual Application:
- Drew Beck compared how buttons read in different cases, noting that “Remove task from list” (sentence case) feels more direct than the more formal “Remove Task from List.”
- Gabe Will observed that platform conventions play a role—iOS often favors title style, while Android tends to lean toward sentence style, which contributes to an overall informal and friendly feel.
- Grammar vs. Aesthetic:
- Sarah Newman argued that the choice isn’t purely stylistic but a matter of grammatical function—using sentence case for full sentences and title case for headlines. Meanwhile, Andrew Zimmerman admitted his academic background pushed him toward title case for headings, even if it might not always suit every brand’s identity.
Striking the Right Balance
Ultimately, the debate comes down to context and personal (or brand) preference. If your goal is to maintain clarity and a conversational tone—especially in UI elements or action labels—sentence case might be the best fit. However, if you’re aiming for a headline that demands attention and conveys formality, title case can create that sense of gravitas.
The key takeaway from this ongoing discussion is that there’s no one “right” answer. It’s about experimenting with both styles to see which one aligns best with your content’s purpose and the expectations of your audience.