Depending on the level of professionalism they are seeking, those ‘dumb’ quotes might be what stops them from looking further. If you are a writer who wasn’t aware of the importance of these curly little guys, now you know. Meanwhile, no-one is telling anyone it is a thing. Many up and coming writers, designers and social media influencers do not know about the curly quotation and typographers around the world cringe. Oh, heaven forbid!Ĭurly quotations are preferred in formal writing, but it is customary and appropriate to use the straight version in emails and text messages. Some manuscript guidelines require straight quotes, some ask for curly quotes throughout. Anything else is a personal style preference. The only thing worse than publishing a straight quote was publishing something with a mixture of straight and curly. Check the manuscript guidelines of where youre submitting. It was so important, in fact, that putting out a design or an article with the incorrect apostrophe was a great violation of brand quality. She also explained why it was so important. She explained to me the history of the curly quotation from day one. My then boss, also my mentor, was ‘in the know’. When I began my online journey of writing, branding, and social media - I learned about curly and straight quotes. It appears to be a secret among the ones in the know - that the ones who don’t know don’t notice. One of the most interesting things about the curly quotes is that their purpose and their story are not well known. They are a hallmark of sloppy work, especially when mixed with ‘curly’ or ‘smart’ quotation marks.
#BOOKWRIGHT CURLY QUOTES PROFESSIONAL#
In professional print and typography, vertical quotes are referred to as ‘dumb quotes’ or ‘straight quotes’. You must be careful, however, if you are using copy and paste for any reason, or you might be adding straight quotes to your work - by accident. Medium automatically corrects to curly, as any reputable publisher would. So correct, that I had to manipulate Medium to even type it incorrectly, above. They are used in numerical measurements to indicate inches and feet.ĥ’7 or 4″ would be the correct use of the straight version. They were created as a shortcut for typewriters and are also referred to as ‘primes’. The vertical quotes that you find on your keyboard were never created for publishing. Pull up any article from the Washington Post or the New York Times. The subconscious mind, however, is a powerful thing.
#BOOKWRIGHT CURLY QUOTES PRO#
Word & InDesign to Kindle & EPUB: a Guide to Pro Results (Amazon). Sometimes just a manual/wetware operation is more reliable, and just as quick, as any elaborate automated one. Most readers never notice, at least not consciously. You can also use simple Find-Replace, curly-quote for straight quote, and run it manually, unless the document has hundreds of quote marks.
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