Use sentence case, even in headings and titles.

Sentence case is casual and friendly. It helps support the conversational Intuit style and brand personality. Sentence case also makes translation a bit easier.

Avoid unnecessary capitalization. Don’t capitalize features such as invoices, payroll, and payments. This kind of sub-branding is distracting, and sometimes intimidating, to users. Sub-branding also dilutes the strength of the products that we want to capitalize.

Avoid using ALL CAPITAL LETTERS (it’s like SCREAMING).

We occasionally display all capital letters in headings on marketing pages, badges (such as NEW or PLUS), and some navigation labels. All of these uses are exceptions. We really don’t need to scream at our users that often.

Marketers might occasionally want to use the word FREE. If you must use it, try to limit it to only one appearance per screen.

Some terms we capitalize

  • Proper nouns: (James Bond, English)
  • Proper names: (West Virginia, Internal Revenue Service, Franchise Tax Board, QuickBooks Online Self-Employed)
  • Popular names: (“the Series” for the World Series)
  • Derivatives: (Californian, Shakespearean)
  • Titles before names: (President Lincoln received a cordial reception when he addressed Congress. The president received a cordial reception when he addressed Congress.)

Capitalization for some content types

For the content types listed (arrows, button labels, and so forth), use sentence case. We note a few exceptions and some usage notes.


Arrows aren’t usually labeled, so you can refer to them in copy as the Previous and Next arrows. For clarity, you can add “back” and “forward” as shown in the example.


Select the Previous (back) arrow.
Select the Next (forward) arrow to move to the next transaction.
Go back.
Go to the next transaction.

Button labels


Save and close
Save and send
Create new
Run payroll
Send invoice

Dropdown list labels


Expense account
Select an option
Select a vendor
Select a customer

Ghost text

Accessibility note: Don’t display ghost text in a form field. When the user selects the field, the text disappears so that the user can enter content. This pattern might not be easy to understand for a user navigating the site with a screen reader.


Enter your bank name
Find an employee

Headings and titles

Use sentence case for all these headings:

  • Section headings
  • Page headings and titles
  • Help topic titles
  • Run-in headings
  • Subheadings
  • First-time use
  • Browser page titles
  • Tab titles
  • Buttons
  • Window titles

Don’t use punctuation in headers unless you’re asking a question or need it for emphasis.


A connection you can bank on
Ready to get started?
Free support. Forever.

Menu names and menu items


Chart of accounts
Previous taxes

Navigation elements


QuickBooks help
QuickBooks tutorials

Radio buttons or option labels


Expense account
Customer account

Report titles

Use sentence case. Depending on the interface, these titles may appear in all capital letters.

If a user customizes a report name, it will appear as the user entered it.


Sales by customer summary
Sales by class summary
Sales by product/service summary


Use tooltips to give more info about filling out a field, such as a description, required formatting, and restrictions.

Use a period at the end of a tooltip only if it’s a complete sentence.


Your bank routing number is usually 9 digits long.
Enter your email address.

Tax capitalization issues

To clarify some tax terms, we present them in title case.

Deduction or credit names
Example: Let’s see if you qualify for the Child Tax Credit.

Example: Later in Personal Info, we’ll gather more details to make sure we cover your situation.

In all other cases, just use lowercase.

Federal and state
Example: How to file your state taxes online

Filing status
Example: The head of household status can lead to a lower taxable income.