Sentence case
Sentence case is the heading style that capitalizes only the first word and any proper nouns, formatting headings the way you would a normal sentence.
Also known as:
Down style, sentence-style capitalization
What is sentence case?
Sentence case is the convention of capitalizing only the first word of a heading plus any proper nouns, the same way you would write a regular sentence. A headline in sentence case looks like: "How to write a better newsletter in 2026" or "What Google taught us about onboarding." Every other word, including nouns, verbs and adjectives that title case would capitalize, stays lowercase. Sentence case has become the default for most modern software companies, product interfaces and online publishers.
Why does sentence case matter?
Sentence case matters because it reads faster and feels more conversational than title case, which is why most product and marketing teams have adopted it over the past decade. Mixed capitalization inside navigation and headings slows a reader down, while sentence case keeps the eye moving and sets a modern, approachable tone. For brands writing for screens and interfaces, sentence case also avoids the constant judgment calls title case requires about which short words to capitalize.
How do you use sentence case?
Capitalize the first word of the heading, then keep every other word lowercase unless it is a proper noun or a brand name.
Capitalize proper nouns, names and trademarked terms exactly as they are written elsewhere, such as "Google" or "iPhone."
Apply sentence case consistently across headings, subheadings, buttons, menu items and captions so the interface reads as one system.
