Posts tagged: lower case

The Use of ALL CAPS to shout out PRODUCT NAMES

Jim Hamilton
 Oct 9, 2009

Sometimes when marketing professionals name new products, they shout them from the page by putting the name in ALL CAPS. Writing something in all capitals, whether in an e-mail or in print, has the effect of drawing attention to that word. That’s fair from a marketing perspective, but I suspect I speak for the press and analyst community when I say that this is annoying, and therefore I avoid using the all caps versions whenever possible.

The latest product to take advantage of this trend is Canon’s imageRUNNER ADVANCE (capitalized as the company proposes). The name “imageRUNNER” didn’t bother me so much because it combined capitals and lower case letters. Now that Canon has decided to maintain the old imageRUNNER branding with the new platform, it has added Advance (all in caps) to the name. The written shorthand for imageRUNNER is iR. Does that make the Advance products iRA? Writers will likely move to that contraction in an effort to avoid all of the shouting capitals. Read more »

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