Mixed capitalization for marketing brochures - what do you think?

Subject: Mixed capitalization for marketing brochures - what do you think?
From: Debbie Hemstreet <D_Hemstreet -at- rambam -dot- health -dot- gov -dot- il>
To: "'techwr-l -at- lists -dot- techwr-l -dot- com'" <techwr-l -at- lists -dot- techwr-l -dot- com>
Date: Mon, 5 Mar 2012 13:30:27 +0200

Hi All,

Long time since I've written, am writing from my new job in Israel...

I'm working on a marketing brochure and would like to know if there are any standards when it comes to how capitalization is used in marketing brochures.

I have a proposal from a graphic artist which, in general, I am pleased with, but I'm a bit disconcerted by the following:
This is an 8 page brochure that has two inside folds, when opened, it looks like this

Unopened: Page 1 (flip and see back, page 8)

First opening: Page

Second opening: Page 2 and page 7

Flip open page 2 and page 7 and see: page 3, 4, 5, and 6 in one large spread

My problem is the use of capitalization, but the artist says that since its art, it's OK. I'm not sure.

Referring to above page numbers

Page 1: all small letters - looks very impressive though
Page 2 and Page 7 - First letter caps for nouns, verbs, etc. in titles, standard capitalization for paragraphs.
Again, looks very impressive
Pages 3,4,5,6: Headings are ALL CAPS
Page 8 - One heading is all caps, and then a sentence is presented as a heading but it is first letter caps throughout the sentence.


I think this is just too much different capitalization. For simplicity, I'd rather have it all be one style throughout, but then differentiation throughout becomes a bit of a problem if we go with the no capitalization style (already done in another brochure which looks quite nice).

What do you think?



Thanks in advance


Deborah Hemstreet
English Editor
Rambam Health Care Campus

This footnote confirms that this email message has been scanned by
PineApp Mail-SeCure for the presence of malicious code, vandals & computer viruses.

Create and publish documentation through multiple channels with Doc-To-Help. Choose your authoring formats and get any output you may need.

Try Doc-To-Help, now with MS SharePoint integration, free for 30-days.



You are currently subscribed to TECHWR-L as archive -at- web -dot- techwr-l -dot- com -dot-

To unsubscribe send a blank email to
techwr-l-leave -at- lists -dot- techwr-l -dot- com

Send administrative questions to admin -at- techwr-l -dot- com -dot- Visit
http://www.techwhirl.com/email-discussion-groups/ for more resources and info.

Looking for articles on Technical Communications? Head over to our online magazine at http://techwhirl.com

Looking for the archived Techwr-l email discussions? Search our public email archives @ http://techwr-l.com/archives


Previous by Author: Automating graphic updates
Next by Author: RE: Mixed capitalization for marketing brochures - what do you think?
Previous by Thread: From typography to the nature of reality...
Next by Thread: Re: Mixed capitalization for marketing brochures - what do you think?

What this post helpful? Share it with friends and colleagues:

Sponsored Ads