Letter Case Effects (04-08-21)
Yu and colleagues probed the implications of names appearing in UPPERCASE or lowercase letters; their findings are useful to people developing signage, etc. The Yu-lead team determined via eight experiments that “consumers perceive brands that use all uppercase letters (‘uppercase brands’) as more premium than those that use all lowercase letters (‘lowercase brands’). . . . The effect is reversed for consumers who prefer subtle signals (‘inconspicuous consumers’) because these consumers are likely to perceive a conspicuous uppercase brand as gaudy. . .