Smart quotes
Smart quotes are the curly opening and closing quotation marks that automatically replace straight quotes in typographic text, matching traditional print.
Also known as:
Curly quotes, Typographer's quotes
What are smart quotes?
Smart quotes are the curly quotation marks that face inward. The opening mark curves one way and the closing mark curves the other. Compare them to straight typewriter quotes, which sit perfectly vertical and identical on both ends. Most writing tools swap straight marks for smart ones as you type, so your final copy matches typographic standards without extra effort.
Straight (typewriter): "Hello," she said.
Smart (typographic): "Hello," she said.
Apostrophe: It's the brand's best launch yet.
Why do smart quotes matter?
Smart quotes are one of those small typographic choices that separate amateur-looking copy from polished copy. A paragraph with straight quotes can feel like a draft, while the same paragraph with smart quotes reads as finished. For brand content, that subtle shift signals care. Readers may not articulate what looks off, but they notice when typography feels right.
How do you use smart quotes?
Enable smart quote substitution in your writing tool so straight quotes convert automatically as you type.
Keep straight quotes only in code blocks, technical references and file paths, since curly marks break those contexts.
Set smart-quote rules in your Brivvy brand voice so every piece of content stays typographically consistent.
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