Of course, if you’re trying to make something hard to read, then all caps is the perfect choice. Companies that set safety warnings in all caps may, intentionally or not, veil important information from consumers.
Here’s a version of the Surgeon General’s Warning that appears in Edward Tufte’s masterpiece Visual Explanations. The warning appears on a cigarette billboard and has been artfully concocted in ALL CAPS, underlined, and surrounded by a dark black border.
A less than easy-to-read safety warning. Source: Visual Explanations Since 1984 all cigarette packages have been required to include one of four specific health warnings, with the “SURGEON GENERAL’S WARNING” phrase set in capital letters. In 2009, President Obama signed a new law that would require larger labels with vivid graphics, but the tobacco industry put up a legal fight, and the new labels have been in limbo ever since.