Let’s say that you’re about to buy a new shirt or dress for a fancy dinner party, which brand would you choose? 

RAFUO or rafuo?

Which one did you like best? Chances are that, when looking for a conspicuous purchase as in this example, you’d choose RAFUO because it looks more premium. It is the extent to which the brand looked premium that helped sell the conspicuous product. Psychologists discovered that uppercase characters have a subtle, yet consistent effect on how premium a brand appears to be.