Web copywriting – Italics or UPPER CASE for emphasis?
September 13, 2013 • Glenn Murray
A quick one this morning. When you’re writing web copy, do you use italics or upper case for emphasis? Or nothing?
For example, here’s something I’m in the middle of writing:
“Unless you spend every waking moment on the lookout for the perfect block, finding it can be a frustrating task.
Fortunately, you don’t have to do it alone. Our property valuers DO spend every waking moment on the lookout for perfect blocks. (Well, nearly every waking moment.) Plus we have established relationships with WA’s leading land developers, so half the time, the perfect block comes looking for US!”
Personally, I prefer upper case, because italics are harder to read online (and probably also because I spend way too much time on social media). But I worry people will think my client’s SHOUTING at them! Plus there’s an acronym in there, which has to be in upper case, and it’s possible some readers may think US means America!
So what’s the solution? What would you do? I’m still on draft 1, so definitely open to suggestions. Please comment below.