There are two different marks that look pretty similar, hatch marks (' & ") and curly quotes(‘, ’, “, & ”)
Hatch marks show feet: 4'; and inches: 11".
Curly quotes show contractions: can’t; and quotes: “No way, I’m not stealing sheep!”
Know the difference, and use them accordingly.
Get the 7 Deadly Sins of Typography and learn the small tips that make the big differences.
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