In an older, but still relevant, post on Medium John Saito demonstrates the effect of different capitalizations.

Can you spot the differences with the messages above? The left side has a few more capital letters than the right side. Big O, little o. Who cares, right?

Well, if you write for an app or website, you should care. A little thing like capitalization can actually be a big deal. Capitalization affects readability, comprehension, and usability. It even impacts how people view your brand.

We’ll get to the juicy stuff in a bit, but first, let’s start with a little more background about capitalization.