UPPERCASE FEELS COMPETENT, LOWERCASE FEELS WARM

Summary from the TLDR Marketing newsletter

Uppercase brand names are seen as more competent and distant, while lowercase ones are viewed as warmer and friendlier. In experiments, unfamiliar brands appeared 52% more competent in uppercase and 68.8% warmer in lowercase. Cultural context matters: Americans rated lowercase brands as 16% warmer, while Chinese participants rated uppercase brands as 11.2% more competent. For B2B brands targeting professional, hierarchy-valuing markets, uppercase is more effective. Lowercase suits friendliness-focused strategies in egalitarian cultures.