The effects of uppercase vs. lowercase letters on consumers’ perceptions and brand attitudes

A substantial body of research suggests that letter cases (uppercase and lowercase) impact consumers’ perceptions. However, these insights have yet to be fully explored in the marketing field. Three studies were conducted that shed new light on letter cases’ impact on consumers’ perceptions of brand logos. Study 1 demonstrates that uppercase letters will lead consumers to perceive a brand to be more competent, whereas lowercase letters will lead consumers to perceive a brand to have more warmth. The mechanism underlying this effect is identified in Study 2, suggesting that psychological distance (far vs. close) ultimately impacts consumers’ perceptions of brand letter cases. Study 3 discusses the changes in letter cases’ effects on consumers’ perceptions under different levels of power distance belief at the individual and national levels and further investigates how consumers’ competence and warmth perceptions impact their brand attitudes. The theoretical and managerial implications of these findings are discussed.