Straight quotes vs. smart quotes
The keyboard gives you straight quotes " and '. Typeset text uses curly smart quotes: an opening “ and closing ” for double quotes, and ‘ ’ for single quotes. The closing single quote ’ is also the correct apostrophe (don’t, it’s).
Word, Google Docs and phones convert straight quotes to curly ones as you type. If you need a straight one in Word, press Ctrl + Z right after the change; in Google Docs, turn off "Use smart quotes" under Tools > Preferences. Keep straight quotes in code, spreadsheet formulas and command lines, where curly quotes cause errors. Straight quotes also stand in for feet and inches, though the correct characters are the primes ′ and ″.
Quotation marks around the world
Each language has its own convention. American English uses “double” quotes, with ‘single’ ones for a quote inside a quote; British publishing often does the opposite. German opens with a low mark and closes with a high one: „so“. French, Russian and Swiss texts use guillemets « », with French adding a space inside them. Polish writes „…”, Swedish ”…”, and Japanese uses corner brackets 「 」, with 『 』 for a quote inside a quote.
Big decorative quotes such as ❝ ❞ make pull quotes stand out in captions and slides, and the fullwidth corner brackets work in aesthetic bios too.
How to type quotation marks
On a Mac, Option + [ gives “, Option + Shift + [ gives ”, Option + ] gives ‘ and Option + Shift + ] gives ’. Guillemets are Option + \ for « and Option + Shift + \ for ».
On Windows, use Alt codes on the number pad: Alt + 0147 “, Alt + 0148 ”, Alt + 0145 ‘, Alt + 0146 ’, Alt + 0171 « and Alt + 0187 ». On iPhone and Android, press and hold the quote key to choose curly quotes, guillemets and „. In HTML, use “, ”, ‘, ’, « and ».
For brackets used around titles and names, see bracket symbols. For feet and inches, see the inches symbol page.