To read a block of text set in all capital letters we must read the text letter by letter, which is uncomfortable and significantly slows reading. As you read the following paragraph, notice how tiring the process is:
THE DESIGN OF THE SITE WILL DETERMINE THE ORGANIZATIONAL FRAMEWORK OF YOUR WEB SITE. AT THIS STAGE YOU WILL MAKE THE ESSENTIAL DECISIONS ABOUT WHAT YOUR AUDIENCE WANTS FROM YOU, WHAT YOU WISH TO SAY, AND HOW TO ARRANGE THE CONTENT TO BEST MEET YOUR AUDIENCE’S NEEDS.
ALTHOUGH PEOPLE WILL INSTANTLY NOTICE THE GRAPHIC DESIGN OF YOUR WEB PAGES, THE ORGANIZATION OF THE SITE WILL HAVE THE GREATEST IMPACT ON THEIR EXPERIENCE.