Lowercase vs. Uppercase

Sunmaid Packaging

As a designer by trade, I way-more-frequently run up against an eternal battle: Do I set this type in all UPPERCASE, or will it work within the design as Title Case?

For all of my Obsessive Compulsive Habits™, uppercase is always the solution. It removes impurities and squares off any visual dissonance. But it also means: YELLING.

Sun-Maid recently redesigned their packaging, and they used title case on the word “Raisins.” And it works.

Sunmaid Packaging Image Courtesy of Brand New