Zoomers have canceled caps: lowercase letters as a bold statement
One by one, young influencers, pop icons, and even major companies are erasing capital letters from their vocabulary. Once seen as a sign of carelessness or laziness, lowercase letters at the beginning of sentences and names are now part of a new aesthetic. “Text without caps feels more soulful and creates an atmosphere of a lively conversation,” quotes The Guardian supporters of this trend. Moreover, it is not limited to digital chats: Billie Eilish refers to tracks in lowercase, Spotify formats playlists this way, and powerful brands are rewriting communication guidelines to sound “in their own way.” https://xrust.ru/ notes that even Beeline has removed caps from its name, and Gramota.ru—the “temple” of the Russian language—has been using lowercase for headlines since 2023. Why does this work?
Proximity: the reader feels like a conversational partner rather than an observer. Relevance: Zoomers dictate the language, and the world is picking up the trend. Style: lowercase text looks modern and slightly provocative. It all comes down to the subtle psychology of perception. When we see lowercase letters, the brain seems to relax, reading text without the constraining boundaries of “formality.” It resembles a conversation with a friend, where there are no strict punctuation rules, but there’s warm, almost homey communication. So, the “capital rebellion” has indeed occurred: huge corporations and media personalities have started experimenting with visual language, simplifying form while adding expressiveness to content. And it seems that this trend is just gaining momentum.
https://xrust.ru/news/310828-zumery-otmenili-kaps-malenkie-bukvy-kak-gromkoe-zajavlenie.html
