THE LETTER16 Proper smart quotes
THE INCORRECT SUBSTITUTION for typographers’ marks or “smart” quotes is probably one of the most irritating offenses in the world of digital typography. It seems to proliferate everywhere: the appearance of “dumb” quotes or prime marks in places that otherwise display high (or at least reasonable) standards of design. It is simple enough to correct, so we can only conclude that the neglect of smart quotes stems from a lack of understanding or poor typographic training. Smart quotes (sometimes called “curly quotes,” though they are not always curly) can be selected in the preferences menu of most design-related software. They are the quote marks (and apostrophes) that have been designed by the type designer to ...
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