Item descriptions had to be written in a manner that maintained the integrity of brand names and manufacturers while remaining easy to read by physicians and techs and providing the necessary information for buyers to make informed decisions. In addition to basic capitalization rules like capitalizing brand names, capitalizing the first word in an entry, and ensuring measurements were always written consistently, we found the following items were especially important in providing separation between parts of the descriptions without retracting from branding. 

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The use of periods and commas and the distinction between the appropriate situations in which to use these was especially important. Because the items to be placed on special each month come directly from supply, the titles are strictly technical, so our challenge was to create a way to include the technical elements while making the text readable and attractive. We accomplished this with the strategic use of commas to separate smaller sections of the descriptions and periods to separate the significant elements from the rest of the description.