Example
new product launch: smart water bottle with app
New Product Launch: Smart Water Bottle With App
Capitalized case vs. title case
Capitalized case capitalizes every word without exception. Title case keeps small words lowercase, which is what most style guides expect for headlines. Use capitalized case for lists of names, product names, and labels where every word should stand out.
Apostrophes
Letters after an apostrophe stay lowercase, so “don’t” becomes “Don’t”, not “Don’T”.
Changing case in Word, Google Docs, and Excel
Microsoft Word: select the text and press Shift+F3 to cycle through lowercase, UPPERCASE, and Capitalize Each Word, or use the Change Case (Aa) button on the Home tab, which also offers Sentence case. On a Mac, use Format › Change Case.
Google Docs: select the text, then choose Format › Text › Capitalization.
Excel and Google Sheets: use =LOWER(A1), =UPPER(A1), or =PROPER(A1), then paste the results back as values. For anywhere else, such as email, a CMS, or a form, paste your text into this converter.