“The word ‘disruption’ gets thrown around a lot these days,” she said.Ī word processor’s smart quotes feature uses spaces to determine whether to insert an opening or closing quote. We use single quote marks, on the other hand, primarily for quotes within quotes: “I’ve got a feeling we’re not in Kansas anymore.” Note that apostrophes almost always appear in the middle of a word: We use apostrophes to represent missing letters in contractions, to form possessives, to represent missing numbers, and, in rare cases, for clarity: the single closing quoteĪn apostrophe (’) and a single closing quote (’) look identical, though they’re two different forms of punctuation. (Note: In some typefaces, the difference between opening and closing smart quotes is very subtle or nonexistent.) Quotation marks take on different shapes depending on whether they’re opening or closing: This feature works with double quotation marks, single quotation marks, and apostrophes: Word processors and design programs use auto-correct to replace straight quotes (sometimes called dumb quotes) with smart quotes. In fact, one observant writer refers to this phenomenon as the apostrophe catastrophe and provides some poignant examples of backwards apostrophes on everything from bumper stickers and billboards to websites and even a professional basketball court.Īs you can see, a single opening quote is not the same thing as an apostrophe: Even the smallest typo or error can send the wrong message.įor example, because most word processors and graphic design programs automatically replace straight quotes with smart quotes (sometimes called curly quotes), it has become increasingly common to see a single opening quote trying to pass itself off as an apostrophe. When it comes to creating content that drives action, details matter. In the digital age, graphic designers and art directors select typefaces and use typography to craft messages that inform, inspire trust, connect with audiences, and build brands. Typography is the art of arranging letters, numbers, and symbols and has long been a vital component in the world of marketing.
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