

Junior art director at Scott. Interdisciplinary communication designer. Extrovert semi-hipster.
A lot of companies nowadays give their features and products descriptive names like “Inbox” or “Calendar,” as opposed to whimsical names like “Spark” or “Fantastical.” If you use title case in all your buttons, it becomes unclear whether certain things are proper noun…
Just as title case looks more formal and serious, sentence case looks more casual and friendly. I’m a writer at Dropbox, and we intentionally write in sentence case because we want our brand to feel natural and approachable. We think our product’s voice sets us apart from our competitors, and using sentence case is one way…