Re: Mixed capitalization for marketing brochures - what do you think?

Subject: Re: Mixed capitalization for marketing brochures - what do you think?
From: jimmy -at- breck-mckye -dot- com
To: <techwr-l -at- lists -dot- techwr-l -dot- com>
Date: Mon, 05 Mar 2012 13:32:08 +0000

Like you, I think it's too much.

the artist says that since it's art, it's OK

Depending on the way the text is presented, it might not be OK.

Are the headings in question displayed in such a way as to look 'separate' from the text? Sometimes, on the web, we mitigate stylistic differences between our content and our advertisers' by hinting that the ad isn't really 'part' of our page. It might be separated by border, have a different background or maybe even a different orientation to the main copy. If your headings are presented this way, readers might not compare their styles. But if they're presented as part of main copy, they'll look poorly formatted.

Poor formatting will make readers think your organization isn't well-established. And if you're asking readers to create a relationship or buy something, that will really put them off.

differentiation becomes a problem

Do you mean differentiation between different levels of headers? That's usually done by size and trailing space, though capitalization can be used too, so long as there's enough exposure for users to see there's a pattern, rather than occasionally spotting a random header that seems arbitrarily mis-set.

On 05.03.2012 11:30, Debbie Hemstreet wrote:
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?

Opinions?

Ideas?

Thanks in advance

Deborah

Debbie
×××××
_____________________
Deborah Hemstreet
English Editor
Rambam Health Care Campus




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References:
Mixed capitalization for marketing brochures - what do you think?: From: Debbie Hemstreet

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