More grate information on the correct use of typography from the previous source.
Use Smart Quotes, Dummy
The quotation mark that is produced when you type ” on your computer is not a true quotation mark (unless your word processing or page layout program has automatic formatting). True quotes are sometimes called “smart quotes,” and the right one must be used according to whether you are opening or closing a quotation. To open a quotation, use “ (
“), and to close a quotation, use ” (
”). For opening single quotes, use ‘ (
‘), and for closing single quotes and apostrophes, use ’ (
’). CMS’ such as WordPress usually either convert dumb quotes to smart quotes automatically or have plug-ins for the job.
Smart Quotes in Action
CNN uses dumb quotes, which look clunky and lifeless, while The New York Times uses smart quotes, which look clean and sophisticated:
Smart quotes are so sexy that their sinuous forms can be used as ornamentation, such as in this pull quote on Jason Santa Maria’s blog, which features smart quotes only in shadow form:
Quotation Marks Don’t Measure Up
The ” and ‘ on your keyboard are also often used to designate feet and inches (Steve Jobs is 6′ 2″). This, too, is technically incorrect. For feet, you should use ′ (
′), and for inches, ″ (
″). (Steve Jobs is, in fact, 6′ 2″.)
There’s Always More With Ellipses
Sometimes, there’s more than meets the eye. Most of us type the ellipsis as three periods (…), but most fonts come equipped with their own character (…,
…) that is slightly more spaced out. The Chicago Manual of Style would have you think that the proper ellipsis consists of periods separated by spaces (. . .), but any typographer knows that is too disruptive to body text. Some typographers prefer to set their own ellipses by using thin spaces (
) between periods (. . .). But your judgment is best; pick the ellipsis treatment that makes your text block look most consistent (which will never be with full spaces between periods.)
Ligatures Bring Letters Together
In the early days of printing, when type was set in lead, the lead slugs on which characters were set made it difficult to set certain character pairs close enough. For example, in the letter combination “fi,” the top terminal of the “f” stuck out so far that the letter couldn’t be set close enough to the “i” because of the dot on the “i.” Thus, many fonts (usually the classic ones, such as Adobe Garamond) have ligatures for certain pairings that actually meld the letterforms together. Some modern fonts, such as Helvetica, also have ligatures, but their effect is negligible.
Below, you can see that ligatures are needed in some fonts more than others. Notice how an “fi” ligature is more critical to clean typography in Adobe Garamond than it is in Helvetica. Because of this, different fonts come with different ligatures.
In addition to “fi,” ligatures are most commonly needed for the groupings “fl,” “ff,” “ffi” and “ffl.” Below you can see that Apple makes beautiful use of the “ffl” ligature in the type treatment of “iPod shuffle.”
Using Ligatures Practically
Obviously, typing in ligatures every time you need them is impractical. Even if you did, your content might not ultimately be displayed in a font that is equipped with the appropriate characters. Fortunately, plug-ins such as jQuery’s Ligature.js will automatically insert the most commonly supported ligatures where appropriate.
But, be careful: even if the proper characters are available, you might make it difficult for users to search for text on the page. Currently, Internet Explorer and WebKit-based browsers such as Chrome and Safari match ligatures to their corresponding letter pairs when the search command is used (for example, when a user searches for “fig” on the page), whereas Firefox does not.