WTF series: what is 'title case' and 'sentence case'?
Image via: Fiona Murray
It's one of the most fundamental stylistic choices you'll make as a brand: will you go with sentence case or title case? Your choice says more about your brand than you might think!
Writers often throw terms like 'title case' and 'sentence case' around, not realising some clients aren't clued in on the lingo. So give this short guide a cheeky read and fire your response back like you were never in any doubt.
What is ‘title case’?
‘Title case’ refers to your classic-style title. All the major words are marked by a capital letter, and the smaller words, like conjunctions and prepositions, are lowercase.
You’ll find title case used most commonly in media and literature. For example…
The Curious Incident of the Dog in the Night-time
Everything Everywhere All at Once
The Rise and Fall of Ziggy Stardust and the Spiders From Mars
The main words start with capital letters, and the minor ones don't. Ya see? This is usually done to differentiate a work's title from the copy around it.
Why use title case?
In the world of copywriting and tone of voice, title case implies that your brand is traditional, formal, or abides by formal business writing rules.
If you're a B2B brand or a brand that deals with formal/traditional clients, using title case for the titles on your website and marketing could be a good move for you. After all, your customers are used to seeing titles written like this and seeing them on your site lets them know they're working with a business that shares their outlook.
Of course, there's room to get playful and cheeky with title case. You could use its inherent formality to juxtapose a wacky colour palette or a very casual tone of voice. Give it a try and see what you think, babes!
What is sentence case?
Long story short, it’s the opposite of ‘title case’. Sentence case titles are written like a sentence rather than a traditional title, meaning only the first letter of the first word is capitalised. Like the title of this blog post, for instance.
Why use sentence case?
Sentence case titles are the preferred style of brands who want to look and sound relaxed, conversational and modern. It's a choice that oozes chill vibes.
The next generation of writers has taken this style even further by refusing to capitalise any letters in their titles or body copy. However, that's for the real risk-takers, like very modern brands going for a Gen-Z or Gen-Alpha audience.
Need someone to swoop in and make the tough stylistic decisions for ya?
I’d be happy to! You can reach me here 💋
