sentence case

rules

1. Always use sentence case.

2. Never not use sentence case.

   Exception: All lowercase is okay for personal portfolios.
   

reasonings

• It’s human.

• It’s human-friendly, having only 2 rules to memorize: capitalize the first word, and capitalize proper nouns.

• It mimics a conversation, where normal people talk in normal sentences in plain English.

• Unless you’re writing a research paper, it’s better than title case, which has about 934 exclusions, many of which don’t make sense and can’t reasonably be memorized by a human being.

exclamation points

rules

1. Be stingy with your exclamation points.

2. In fact, just try not to use them unless it’s a particularly special moment for the user.

reasonings

• Exclamation points are the original emoji—they convey emotion and tone with a single character. But just like using too many emoji, using too many exclamation points can make your writing look overly enthusiastic! Too casual! Fake! Even alarming!! That’s fine if it’s coming from your mom, but not from a product you’re supposed to trust.