This may be the most common typography mistake I see people make: using a single open quote mark or a foot mark when they should be using an apostrophe. The following graphic shows a bunch of what not to do.

First we’ll look at the apostrophe character and then we’ll talk about when to use it. I realize the second topic may be more grammar-related, but hey, it’s a good thing to know. Proper usage goes a long way toward making your messaging look more professional.

• An apostrophe usually looks like a 9, not a 6.
• The ‘/“ key on your keyboard (to the left of the enter/return key) actually covers six characters, not two: open and close single curly quotes, open and close double curly quotes, single prime and double prime. The single close curly quote is also an apostrophe.
• If you don’t tell your computer which character you want, it will choose for you and it will often be wrong. Computers are smart, but you are smarter if you learn this simple concept.

How do you type an apostrophe?

You may be thinking, “Hmm, I use my apostrophe key and it inserts curly quotes just fine.” It usually does this because it looks at where you are typing that key and determines the one at the beginning is the open character and the one at the end is the close character. It chooses single or double depending on whether or not you have the shift key down.

But what happens when you type, “I love ’80s music!”? It figures out the double quotes because you have a matching pair, one to open and one to close. It fails to figure out that ’80s requires an apostrophe, not a single open (curly) quote, or a single (straight) prime.

’80s music
Go get ’em
The times they are a changin’

The computer guesses correctly when the apostrophe is at the end of your word, but it guesses incorrectly when it’s at the beginning because it is waiting for you to close the phrase.

How do you type an apostrophe?

This is on a Mac (diagram below).
’ On the keyboard, press (Option) (Shift) (Close Bracket] )
‘ On the keyboard, press (Option) (Close Bracket] )
’ On the keyboard, press (Apostrophe) if it’s in the middle of a word and your app is set to auto insert a curly apostrophe (In InDesign this is under the type section of the preferences menu and is called “using typographer’s quotes”)

On a PC
’ On the keyboard, press alt 0146
‘ On the keyboard, press alt 0145
’ On the keyboard, press (Apostrophe) if it’s in the middle of a word

Windows: To use these alt codes, hold down the alt key and type the four digits on your numeric keypad; num lock must be activated. This is according to Google. I don’t have a PC, so you’ll have to try it and see. Everything is figureoutable.

When do you use an apostrophe?

To show possession or contraction.

Possession

One of Sheri’s apostrophe illustrations for this post is based on an art piece by Magritte.
This refers to the apostrophe illustration Sheri created so it’s possessive.

Contraction

’80s
The apostrophe takes the place of 19 in “1980s.”

Go get ’em
The apostrophe takes the place of the th in “them.”

The times they are a changin’
The apostrophe takes the place of the second g in “changing.”

It’s going to be a beautiful day
The apostrophe takes the place of the i in is for “it is going.”

I didn’t know this stuff was so complicated.
The apostrophe takes the place of the o in “did not know.”

If you’re (see what I did there?) leaving out a character or number, use the apostrophe in its place. (This use of its doesn’t require an apostrophe even though it’s possessive because, hey, English is squirrelly—what can I say?)

Have you seen any apostrophe goofs like the ones shown above? Does it surprise you to learn that Whole Foods, On The Border and Wendy’s art uses a single open quote instead of an apostrophe (from the examples at the top of this post)? Considering the person sitting at the computer typing their text is probably not a well-paid graphic designer, it doesn’t surprise me. What does surprise me is that no one who understands typography proofs it along the way and fixes it. With a little knowledge and attention, you can do better and be better than the big guys!

Is this something you look out for? How do you make sure you use proper apostrophes in your work flow? What apps are you using and what is the best way to input the right character? Comment below and fill me in, please.