Capitalisation

In this CTS lesson we learnt the importance of capitalisation of the alphabet and where the origin of their importance began and came from. I found this lesson very interesting and enlightening from not only why capitals are used in normal language, but the connotations behind their use alongside how they are changeable in different environments.

My first thought was how respected jobs, institutions and educational levels within society are all capitalised, this was including; Dr, PhD, BA, MA, ‘LAPD’, UAL. This asserts a hierarchy in society of power between people for e.g if someone is studying a ‘BA in DFAD’ versus somebody ‘unemployed’. Whilst on first thought many people believe the two words does not have a divide- Upon further look the capitalisation of something more ‘respectable’ Boosts the individual and systematically shows them that they are in theory more respectable.

During the class I debated with a fellow classmate who believed that taking notice of this situation would just ‘fuel bigotry’ and drives our ‘snowflake society’.  My point against this individual that in order to move on in society and erase the systematical hierarchy we must acknowledge the past and how in grained this system is.  In my opinion it clearly does create a barrier especially within the education system. It appears to me the more capitalisation is used the more of a higher status and power you have. An example of this would be: “Mr John Smith JR who has GCSCE’s, a BA, MA and a PHD to come a DR” in contrast with the likes of “Miss Jane Smith who has 5 GCSE’s”. From a first glance of records you would believe Mr Smith would be more respectable, intelligent, be wealthy and successful due to his achievements. Although this may be the case due to Miss Smith’s lack- it still wouldn’t mean that she doesn’t qualify for any the above (Successful, Happy etc). The same goes in the business realm to add to this; If a new company creates a brand name all lower case and portrays this on the logo, they may be seen as independent, unprofessional and if they’re going for an exclusive look they won’t achieve it, where as capitalisation or full word capitalisation gives authority and a air of formality. An example of this would be like comparing the “Yves Saint Laurent” logo, a brand built upon elegance and exclusivity, to the likes of “depop”- an all lower case logo for an app designed to re sell old and used clothes or independent brands.

To conclude on this matter; Ive discovered the origin of capitalisations and how we perceive them may effect our interactions with an individual, group or industry. Although something so simple-  they denote many aspects on how we read and process particular words, expressions, brands, meanings etc. This has made me also very aware within my own work how I may use texts, fonts and lettering in the future depending on its brand identity and whether capitals will effect how it may be received.