Why do we prefer sentence case for Intuit content?

  • Brand voice:
    Setting buttons and other user interface elements in formal-looking title case or (worse) all capitals works against the friendly, conversational tone we want to set with our customers. Also, if we mention a branded feature in a button, it stands out more if it’s capitalized, and such a presentation is better for that brand. Example: Start my ExpenseFinder trial
  • Readability:
    Sentence case tends to be easier to read and comprehend, especially when call-to-action labels are more than three words. Also, breadcrumb labels in sentence case are easier to scan.
  • Font size:
    Capital letters may occupy more space, limiting our ability to simplify the interface for better usability.
  • Localization:
    Capitalization rules vary by culture and country. Sentence case is generally easier to translate for non-U.S. markets and products.
  • Consistency:
    When training a diverse, distributed team to write copy, it’s a lot easier to teach sentence case. And we’ll be much more likely to get correct, consistent copy. Digital products that prefer title case sometimes end up publishing copy like “Start your Free Trial.” If the team is trained to write in sentence case, they’re much more likely to create correct copy like “Start your free trial.”

There are capitalization exceptions on some marketing pages. To attract new customers and encourage action, marketers might capitalize the word “free” (Free or FREE). Research proves that the capitals are effective for conversion, but the promotional tone of the capital letters is out of place in the in-product conversation we’re having with our users.