Would You Like a Side of Curly Apostrophes with Your Layout?

Foot marks instead of curly apostrophes. They are everywhere! On bus sides, billboards, print ads, TV ads, etc.

The use of foot marks (prime mark) instead of apostrophes were once a pet peeve of mine until I had to swallow my sensibilities and accept it as a natural development in this age of computers on every desktop making everyone an instant designer. And, in turn, causing the closing of typesetting shops.

But when I see the prime or foot mark (above right) instead of the typographically correct curly apostrophe (above left) on ‘professionally’ designed documents that come across my desk, I don’t cringe, I just correct. And you should try to as well.

To add the proper curly apostrophe, simply highlight the offending foot mark, then type Option-Shift=] (on a Mac), ALT 0146 (on a Windows PC). In HTML it is &#0146. Some leniency should be extended to the use of curly apostrophes in web browsers, e-mail apps, and other digital vehicles. You can do all you can to set the correct character in digital code, but not all browsers, apps or operating systems are created equal. The apostrophe may convert back to the prime mark or some other odd array of characters.

But when it really comes down to it - does it really matter if you use curly apostrophes? If you’re just concerned about content...no. If you’re concerned about layout design and type design...YES! Type designers take great pains in designing apostrophes (and quote marks) that work with the other letters of a particular font. I’m sure they take some pains in designing a prime mark, but essentially it really is just a serviceable character to denote a foot dimension.


If you’re curious about the proper use of apostrophes, I dug up the following information courtesy of GrammerBook.com. It's handy information to have.

Apostrophe Rules

Rule 1

Use the apostrophe with contractions. The apostrophe is always placed at the spot where the letter(s) has been removed.
Examples: 

don’t, isn’t 

You’re right. 

She’s a great teacher.

Rule 2

Use the apostrophe to show possession. Place the apostrophe before the s to show singular possession.
Examples:
 
one boy’s hat

one woman’s hat 

one actress’s hat 

one child’s hat 

Ms. Chang’s house

NOTE: Although names ending in s or an s sound are not required to have the second s added in possessive form, it is preferred.
Examples: 

Mr. Jones’s golf clubs

Texas’s weather 

Ms. Straus’s daughter

Jose Sanchez’s artwork 

Dr. Hastings’s appointment (name is Hastings)

Mrs. Lees’s books (name is Lees)

Rule 3

Use the apostrophe where the noun that should follow is implied.
Example:

This was his father’s, not his, jacket.

Rule 4

To show plural possession, make the noun plural first. Then immediately use the apostrophe.
Examples:
 
two boys’ hats 
two women’s hats 

two actresses’ hats

two children’s hats 

the Changs’ house

the Joneses’ golf clubs 

the Strauses’ daughter

the Sanchezes’ artwork 

the Hastingses’ appointment 

the Leeses’ books

Rule 5

Do not use an apostrophe for the plural of a name.
Examples:

We visited the Sanchezes in Los Angeles.
 
The Changs have two cats and a dog.

Rule 6

With a singular compound noun, show possession with ’s at the end of the word.
Example:

my mother-in-law’s hat

Rule 7

If the compound noun is plural, form the plural first and then use the apostrophe.
Example: 

my two brothers-in-law’s hats

Rule 8

Use the apostrophe and s after the second name only if two people possess the same item.
Examples: 

Cesar and Maribel’s home is constructed of redwood.
 
Cesar’s and Maribel’s job contracts will be renewed next year.
 
Indicates separate ownership.
Cesar and Maribel’s job contracts will be renewed next year.
 
Indicates joint ownership of more than one contract.

Rule 9

Never use an apostrophe with possessive pronouns: his, hers, its, theirs, ours, yours, whose. They already show possession so they do not require an apostrophe.
Correct:
 This book is hers, not yours.
Incorrect:
 Sincerely your’s.

Rule 10

The only time an apostrophe is used for it’s is when it is a contraction for it is or it has.
Examples:

It’s a nice day.

It’s your right to refuse the invitation.

It’s been great getting to know you.

Rule 11

The plurals for capital letters and numbers used as nouns are not formed with apostrophes.
Examples:

She consulted with three M.D.s.

BUT

She went to three M.D.s’ offices.

The apostrophe is needed here to show plural possessive.

She learned her ABCs.

the 1990s not the 1990’s

the ’90s or the mid-’70s not the ’90’s or the mid-’70’s

She learned her times tables for 6s and 7s.
Exception:

Use apostrophes with capital letters and numbers when the meaning would be unclear otherwise.
Examples:

Please dot your i’s.

You don’t mean is.

Ted couldn’t distinguish between his 6’s and 0’s. 

You need to use the apostrophe to indicate the plural of zero or it will look like the word Os. To be consistent within a sentence, you would also use the apostrophe to indicate the plural of 6’s.

Rule 12

Use the possessive case in front of a gerund (-ing word).
Examples:

Alex’s skating was a joy to behold.

This does not stop Joan’s inspecting of our facilities next Thursday.

Rule 13

If the gerund has a pronoun in front of it, use the possessive form of that pronoun.
Examples:

I appreciate your inviting me to dinner. I appreciated his working with me to resolve the conflict.

Courtesy of GrammarBook.com
© 2012 GrammarBook.com