Those Dumb Quotes

What if there were a way to instantly improve your UI design with almost no effort on your part?

Your users and coworkers won’t be able to tell what you changed: when it’s done right, it’s invisible. But when it’s done wrong, it makes everything feel a little bit unfinished.

I’m speaking of typographic details in your user interface design: the use of quotation marks, apostrophes, and dashes.

Using the right — or wrong — typographic marks in your UI has a real impact on how your product is perceived.

These typographic details aren’t just the domain of UI designers. As a developer, product manager, copywriter, or any other member of the product team, you can learn when and how to use the right typographic symbols at the right time.

Let’s focus on when and how to use the two “big small details” of typography: quotation marks & apostrophes, and dashes.