Copy rules

Always write in lowercase.

Seriously, always start with lowercase unless it applies to one of the camel case or all caps rules below. Resist the capitalization rapid fire trigger.

Headline copy

There are two kinds of headlines: Statement and Conversational

Statement is not the kind of thing one person would say to another and is always camel case.

  • Summer Savings
  • Back to School
  • Seamless Beauty

Conversational is the kind of thing one person would say to another and sometimes deserves a period. This is never camel case. Use lowercase.

  • Relive the moment
  • Your life is worth printing.
  • Fall into savings

When to use camel case

Product names

  • Photo Books
  • Classic Photo Book
  • Seamless Lay-Flat Photo Book
  • Madison Photo Book
  • Flush Mount Photo Book
  • Premium Mini Book
  • Calendars
  • Premium Calendar
  • Classic Calendar
  • Cards
  • Premium Folded Card
  • Signature Flat Card
  • Photo Panels
  • Canvas (no ‘es’)
  • Prints
  • Collage Posters
  • Phone & Tablet Cases
  • Snap Case
  • Touch Case
  • BakPak 2 Door
  • BakPak 3 Slide
  • Clear Case
  • Folio Wallet
  • Notebook Folio Case


  • Picaboo App (mobile)
  • Picaboo Online Designer (web)

Program names

  • Picaboo for Business
  • Picaboo for Nonprofit
  • Cards for Causes
  • Refer-a-Friend

Content categories

  • Quick Tips
  • Tips & Tricks
  • Picaboo Stories

Page/post titles and page/post links

  • Customer Support
  • Company History
  • In the News
  • Copy and Paste a Group of Photos
  • Photographing Flowers

Style and theme names

  • Fun in the Sun
  • It’s a Girl
  • Chalkboard Christmas
  • Modern Minimalist
  • Contemporary (lower case when not referring to the Contemporary theme)

When to use all caps

Call-to-actions buttons


Some small pre-headings

  • PICABOO CUSTOMER STORY (above story title)

When to use lowercase (always but specifically in these cases…)

Smaller buttons

  • Continue
  • Save
  • Next
  • View
  • Learn More

Product features unless used with a product name (ie. Signature Folded Cards)

  • lay-flat pages
  • premium paper
  • signature paper
  • flat
  • folded
  • glossy
  • matte

Instructional or informational actions

  • Ok, got it
  • Share this on Facebook
  • Buy now, create later
  • Offer ends Tuesday 11/4
  • Limited time only


  • Be uplifted and inspired by these stories from Picaboo customers and others.

General Rules

No comma before “and” in a series of 3 or more

  • Canvas, calendars and photo panels (correct)
  • Canvas, calendars, and photo panels (incorrect)

When abbreviating the United States use periods

  • U.S. (correct)
  • US (incorrect)
  • Use USD for U.S. currency

When referencing Canada

  • Always spell out Canada when possible
  • When abbreviating use CA.
  • Use CAD for Canadian currency

Do not use periods at the end of a bulleted list when not listing in complete sentences

  • •Halloween costumes (correct)
  • •Halloween costumes. (incorrect)
  • •Use a period (full stop) after every bullet point. (correct)
  • •Use a period (full stop) after every bullet point (incorrect)

Dates and time

  • Long: Monday, November 4, 2013
  • Short: Monday 11/4
  • Time: 3pm or 3:30pm


  • $0.99
  • $1.99
  • $20
  • Starting at $1.99

Product sizes

  • Omit any unit of measurement
  • width by height
  • 8×8
  • 11×9