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All caps is much harder to read than the correct mixture of lower and upper, or just lower. This is one of the most basic pieces of knowledge for anyone creating marketing materials, layouts, etc. If you ever see a sign for a business, or on a truck, or on a flyer, etc. that uses all caps you can assume it is done by a rank amateur and that it will be significantly less than effective marketing. BECAUSE IT IS HARD TO READ!! <stop shouting>
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