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You are here: Home / real estate grammar / Why using ALL CAPS is a poor idea…

Why using ALL CAPS is a poor idea…

July 9, 2014 by Marte Cliff

In an email or on a web page, capitalized letters are characterized as SHOUTING! And well they should be.

When we capitalize, bold, italicize, or underline something in a sentence, we do it for emphasis. We want people who are reading to “hear” some words with more emphasis or volume, just as if we were speaking.

Therefore, when you capitalize an entire paragraph – or an entire MLS description – it’s as if you were shouting the entire message. It’s considered rude and annoying by most, but some folks do it anyway, citing their eyesight.

That’s a poor reason, for the simple fact that studies have proven that all caps are harder to read.

One reason why they’re harder to read is that all caps remove our ability to see ahead to the end of a sentence. Looking at an entire paragraph of capital letters is like looking at a solid wall of print. There’s nothing to break it up. Even as we read we have to consciously look for the period at the end of a sentence in order to know when to make a mental pause, so we can make sense of the narrative.

The problem is compounded in MLS entries, because most systems don’t allow for paragraph breaks. (Why??)

Be kind to your readers – don’t use all caps.

 

Filed Under: real estate grammar, real estate success Tagged With: real estate grammar, real estate success

About Marte Cliff

Marte Cliff is a professional real estate copywriter with a past - as a real estate agent and then owner/broker. She understands the real estate business, the challenges agents face, and the wants, needs, and fears that real estate clients face. She also understands the psychology of marketing.

When not writing, Marte enjoys reading, gardening, visiting with friends and family, and spending time with her canine companions. She enjoys life in a quiet mountain valley with wildlife as her nearest neighbors.

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