Heading case
Heading case is the capitalization style used for headings, titles and other display text, with the main options being sentence case, title case, all caps and all lowercase.
Also known as:
Heading capitalization, title capitalization, header case
What is heading case?
Heading case is the convention a brand picks for capitalizing words in headings, titles, buttons and other display text. The four main options are sentence case ("Why good headings matter"), title case ("Why Good Headings Matter"), all caps ("WHY GOOD HEADINGS MATTER") and all lowercase ("why good headings matter"). Each style sets a different tone, and most brands pick one default and apply it across marketing, product and editorial surfaces.
Why does heading case matter?
Heading case matters because it is the first thing a reader notices about a page, and the choice signals whether a brand feels formal, editorial, modern or bold. Mixed styles inside a single site or product look sloppy, and inconsistent capitalization in navigation and buttons makes interfaces feel unfinished. Pinning down one default and enforcing it across every surface keeps the brand reading tight and intentional.
How do you use heading case?
Pick one default style for headings across the brand, usually sentence case for modern software and editorial writing or title case for traditional publishing and news.
Reserve all caps for short display moments such as labels, tags or banners, since extended passages of all caps are harder to scan.
Apply the rule consistently across headlines, subheads, navigation, buttons, captions and social posts so the brand reads the same end to end.
