1. Use only one space after punctuation - The reason this is even in the rules is because when people were using typewriters for correspondence and it made it easier for people to know where one sentence ended and another began. However, with the prevalence of proportionally spaced typefaces we don't have that issue. This is one rule that most people use without thought. How would something appear in a design where you added more spaces or even tabs between sentences? Well let's find out. I am going to put in 2 examples, one with bad spacing and one designed that way on purpose...
Ok above shows it wrong. The top sentence has a double space between the period and the start of the next line. The second one shows correctly with just one space. But how about an intentional breaking of that rule? Well I found an example (it's of David Carson's work) and I would love to put it here, but it works with the whole rules of typography thing... I am going to put it at the end. Sorry 'bout that.
2. Use proper em and en dashing - You are probably asking what the heck I mean when I am talking about this. What's an en or em dash? Well the exact definition from the Typophile.com website says...
An em is a unit of measure equal to the point size that you are using. An em dash is a type of punctuation used to offset clauses in a sentence or to indicate an abrupt change in thought. An en dash is equal to half the length of an em dash. En dashes are used to denote duration (time.)
What this means is that when you are using your little hyphens on your keyboard, you are using en/em dashes. Saying that a party or event runs from 7 -9 pm shows that you are using the em dash. Whereas, you saying something — it's used all the time — then want to change or add a thought in.
3. Use proper quotation and apostrophe marks - This one is a big deal. There are many word processing programs out there that will automatically correct it, however we just don't seem to see the correct marks used.
" is a hash mark showing a unit of measure “ ” are proper quotation marks
' is a hash mark also showing a unit of measure ’ is a proper apostrophe mark
How do you get them? Well, it takes a bit of time if you aren't in your word processing program (like word, open office writer, etc) but you can use special characters (using a combination of key strokes) or you can copy and paste them.
4. Use True Small Caps - For most this isn't a big deal. But when you manually adjust the size of a font to achieve a small caps feel, you are cheating the font. It won't feel the same when you use it, and it definitely won't look the same... Make sure you have a true small caps typeface if you are going to use them.
5. Add letter spacing to capitalized text and small caps - When you are using capital letters or small caps, they are looking larger than the normal letters do. They need more space to look as good. Using the add letter spacing in Word or another program (Quark, InDesign) Character/Font options will make your work look a wee bit more professional. Unless you want to run your letters all together in a design, but remember very few clients like that type of design.
I decided to do this in installments, mostly because I have been running around learning a new job! I am now in charge of not only design work that comes out of my new position but the Social Media Marketing as well. Wish me luck as I continue on with keeping up with graphic design, marketing and everything else life can and will throw at me.
The next installment of the "Rules of the Game" series (as I am calling it now) will be published in the following week or 2 weeks. Until then, play the game better than the rest!
