What is ellipsis?
An ellipsis is a series of three dots used to signal that something has been left out of a sentence or that a thought trails off. You can form an ellipsis with three separate period characters ("...") or with the single Unicode ellipsis character ("…"), and the choice affects spacing and line breaks. Common uses include trimming quotations ("The results ... were inconclusive"), signaling hesitation ("So... that is interesting") and cutting off dialogue to suggest a pause.
Why does ellipsis matter?
The ellipsis matters because it shapes how a reader experiences pace and incompleteness. In quoted material, it shows where content has been cut, which is a matter of accuracy rather than style. In original writing, it signals voice and rhythm, so a brand that uses ellipses freely will sound more conversational than one that does not. Deciding how you form ellipses and how often you use them is part of setting your written voice.
How do you use ellipsis?
Pick one form and commit to it, whether that is three period characters plus a space, the Unicode ellipsis character or Chicago's spaced "dot space dot space dot" pattern.
In quotations, use an ellipsis to mark any omission, and keep punctuation around the ellipsis only where the original sentence still reads correctly.
In original writing, use ellipses sparingly, since too many make copy feel hesitant or dramatic and wear down their effect.
