Capitalization

Write every label in sentence case: the first word capitalised, the rest lower, except proper nouns and acronyms.

Adoptedsince 2026-10-02Maximum intuition One wayMarkdown

When to use

Use it on every label a person reads: fields, pages, tabs, groups, buttons, select options, headings and email subjects.

When not to use

Proper nouns and acronyms keep their capitals, as in LinkedIn or Cal.com. Existing names in the live bases keep Title Case until the rename pass described below.

How it works

Capitalise the first word and nothing else

Write the first word with a capital and the rest in lower case. A proper noun or an acronym keeps its own capitals wherever it sits.

Pass: in every label, every word after the first is lower case unless it is a proper noun or an acronym.

folk labels its columns Job title and My last interaction. — Filter labels on a CRM contacts list.

Square's columns read Item Name, Duration and Price. — Filter labels on a CRM contacts list.

Replace this: Due Date
With this: Due date

Replace this: Expected Close Date
With this: Expected close date

Use the same case on buttons, tabs and options

Buttons, tab names and select options follow the same rule as fields. A button says the action it performs.

Pass: every button, tab and option on a page starts with a capital and has no other capital except proper nouns and acronyms.

Pipedrive names its tabs To-do, Overdue, Today, Tomorrow, This week and Next week. — Tabs on an activity list.

Replace this: Create Project
With this: Create project

Rename existing names in one pass

Our live bases still use Title Case: 413 multi-word field names against 5 in sentence case. A new name follows this rule from today. An existing name changes in a single rename pass, which waits on the user’s decision. Until then, the examples in the interface skill and its validator’s detail-name check also carry Title Case.

Pass: every name created after 2026-10-02 is in sentence case, and no existing field has been renamed on its own outside the pass.

Research

The rule is copied from three CRMs: folk, Attio and Pipedrive all label their fields in sentence case. What the reader sees is the label, so capitals that come from styling still count as capitals. The folk people list shows Job title and My last interaction, and the Attio companies list shows Last interaction and Connection strength.

The Microsoft Writing Style Guide uses sentence-style capitalization by default. Intuit’s Actions page says sentence case is easier to read, and its Do and Don’t pair for buttons, “Create project” against “Click here”, names the action the button performs.