Capitals and lower case

A balance has to be struck between so many capitals that the eyes dance and so few that the reader is diverted more by our style than by our substance. The general rule is to dignify with capital letters organisations and institutions, but not people. ... Even these, however, leave some decisions to individual judgment. If in doubt, use lower case unless it looks absurd. And remember that ‘a foolish consistency is the hobgoblin of little minds’ (Emerson). More exact rules are available on the website cited below.