7 Typography Mistakes You Can Easily Eliminate
Okay it’s true; I’m a typography nut. While attending Parson School of Design I had a type teacher, Margie Jones, who was fanatical about everything type — especially when it came to proper design and use of typography.
You could always tell who had Margie because our type in our other classes was always just a little better. Not from the obvious typography elements, but from the more subtle ones. So of course, when I started teaching at Parsons, I was equally crazy with my students about proper type design and use.
As my career progressed, I always found myself teaching not only my young creatives, but also my clients about type and its proper use. Now, I’m sharing with you what I consider the top seven type mistakes. Identifying and correcting these issues can help anyone improve the quality of their marketing materials and improve readability.
1. Double Space After a Period
This is one of my biggest pet peeves and a battle with many of my writer friends. We almost all grew up learning to place two spaces after a period/full-stop, but that practice is now considered outdated and unnecessary, and here’s why:
Back in the old days of typewriters the output was “fixed-width,” meaning every letter took up the same amount of space. The letter “l” took up the same amount of space as the letter “m” even though the “m” was much wider. This required the addition of two spaces after a period to visually make it clear you were at the end of a sentence.
2. Hyphens and Dashes
Hyphens and dashes are one of the most incorrectly used elements in written text. Most of us are not taught their proper use.
- The hyphen ( - )
The hyphen, or dash, is the shortest of the three and is used to combine words (e.g., road-side, well-being and short-term) and to separate numbers that are not inclusive (phone numbers and Social Security numbers, for example) or to hyphenate a word that does not fit on one line. Hyphenation is a topic for another day, and really deserves a post of its own.
- The en dash ( – )
The en dash is slightly longer than the hyphen. It’s actually the width of a typesetter's letter "N" and simply means “through.” This through that.For example, to indicate inclusive dates: May 5 – June 7. Or for numbers: Chapter 16 – 20. Many people aren’t even aware the en dash even exists, as typographers used to set them automatically for us until the advent of word processing.
- The em dash —
The em dash is significantly longer than the hyphen and slightly longer than the en dash. The em dash is used to create a strong break in a sentence usually to emphasize what’s after it. It can also be used in pairs similar to parentheses — to highlight a word or phase — again for emphasis. However, you need to be careful not to overuse the em dash as you take away the importance you are trying to give that part of a sentence or phase.
While you should not use spaces before or after a hyphen, whether you do or don't for en and em dashes is a bit more subjective. For instance, Target Marketing's house style uses spaces before and after, but different publishers, and possibly even your clients, may choose not to. When in doubt, check the house style.
3. Quotes and Apostrophes
Many times when we copy and paste copy from one program to another, quotes and apostrophes will come across as straight marks or prime marks (see sample below).
Prime Marks or Inch and Feet Marks
These marks are actually meant to indicate inches and feet. They’re not proper typographic quote and apostrophe marks — or as some call them “curly quotes.” But remember, you still should use prime or straight marks for indicating measurements of inches and feet.
Patrick Fultz is the President/CCO of DM Creative Group, a creative marketing firm producing work across all media. He’s an art-side creative, marketing strategist, designer and lover of all things type. His credentials include a degree from Parsons School of Design with 15 years of teaching at his alma mater, over 40 industry creative awards, and he previously served as President of the John Caples International Awards. Always an innovator, Fultz was credited with creating the first 4-color variable data direct mail piece ever produced. He continues to look for innovative ways to tap the powerful synergy of direct mail, the web, digital and social media.