ALL CAPS for emphasis means you lost the argument on word choice.

ALL CAPS for emphasis means you lost the argument on word choice.

Hot take: shouting a word in caps is admitting the word itself isn't strong enough to carry weight. If "this is HUGE" needs the caps, pick a better noun. Real emphasis comes from placement and contrast — a short line after a long one, a single word on its own line. Typography over volume.

Let the structure shout. Fight me.