The Power of Word Shapes
The phaonmneal pweor of the hmuan mnid, aoccdrnig to a rscheearch at Cmabrigde Uinervtisy, it dseno’t mtaetr in waht oerdr the ltteres in a wrod are, the olny iproamtnt tihng is taht the frsit and lsat ltteer be in the rghit pclae. Tihs is maninly treu for tpye set in loewr case, buaecse the mnid rezcoignes vayrnig lteter shepas and upepr csae lteters are all the smae hgeihht. The rset can be a taotl mses and you can sitll raed it whotuit a pboerlm. Tihs is bcuseae the huamn mnid deos not raed ervey lteter by istlef, but the wrod as a wlohe. Azanmig huh? yaeh and I awlyas tghuhot slpeling was ipmorantt!
Word shapes are very powerful which is why a company name set in upper and lower case is more memorable than one set in all upper case.