From time to time, I get asked about tips on formatting letters, business documents, templated corporate and sales copy…any medium in which the presentation of text is paramount. Giving a bit of extra attention to the visual format and ensuring the text reads smoothly can pay dividends in the communication value of your document.

Here are a few tips on creating great looking documents:

Use only a single space after periods
Now I understand there is some dispute over this topic. Some are firmly opposed to single spacing, a position that was drilled into their heads in English class. But this double-space formatting quirk was the standard before the advent of computers, when typewriters used monospaced letters; that extra space was necessary to distinguish one sentence from another.

All modern word processing applications use what is called proportional spacing, meaning each letter is given the correct amount of space it needs. No further compensation is required by the user. Also, double spaces after periods give blocks of text “rivers” that make the copy harder to read.

Avoid Widows and Orphans
Avoid leaving a single word on the last line of the paragraph or page. When possible, bump additional text or add copy to accompany the single word so it does not get lost when read. Also, it’s a good policy not to flow copy to the next page when there are only a few words or a short phrase to carry over.

Allow for Ample Leading
Use the following formula for leading, which is the space between the lines: add two points (or more) to your font size. This point size will give the text room to “breathe.” For example, if the text is set at 12 pt, then the leading should be at least 14 pt.

Be Mindful of Margins
The white space surrounding a page is the most important element in setting type. On most documents, the margin between the text block and the edge of the page should never be smaller than 0.5 to 0.75 inches. Never try to cram text into a single page by altering the margin. Instead, use another page to fit the text.

Use Hyphens Correctly
Hyphens, when used to join words, should only be used to join two words that act as an adjective. For example, in the phrase “I was born in the twentieth century,” twentieth century would not be hyphenated. However, “twentieth-century technology” would be hyphenated. It gives the eye a visual cue for the upcoming noun, and makes reading smoother.

Use Quotations Correctly
Quote marks’ primary use is to designate a quotation, as in the following example: Charlie said, “Please give me my ball back.” A secondary use of quote marks is to communicate an allusion to a meaning of a word other than its common usage. For instance, let’s say I type the following phrase: That idea has “wheels.” In this instance, I could put quotes around “wheels” to show that I’m using the word in an atypical way. I’m trying to say that the idea could really work; I’m not trying to say that it literally possesses a set of tires. (Unless, of course, the idea is for a new car, in which case it actually does have wheels. You get the idea.)

However, many people incorrectly use quote marks just to put extra emphasis on a word. They write about their company’s “integrated” solutions, “quick” delivery, or “great” customer service. Quotations should not be used around these words, because the reader understands their meaning. Using quotations sparingly will make for less confusing and more informed copy.

Double Check Word Choice
Be sure to run through the text and check for incorrect usages of similar-sounding words that wouldn’t be picked up by spell check…especially if the copy isn’t passing by an editor’s desk. This mistake is more common than you might think. Common mistakes include using “their” when you mean “they’re,” “capitol” vs. “capital,” “it’s” instead of “its,” etc.

Don’t Make Plurals Possessive
Again, this simple error stumps many people. Using an apostrophe denotes possession, as in “Mike’s ball.” However, when your intent is the plural of a word, never use the apostrophe. For example, the phrase “The 60’s” should always be written “The 60s.” The same is true for “FAQs.”

Don’t Use Periods for Common Acronyms
Acronyms such as USA shouldn’t be written as U.S.A., as the periods are extraneous and not needed. Readers will understand the acronym without the periods, so don’t make the text harder to read by adding extra punctuation. Other common acronyms are NASA, IRS and PhD.

Avoid Corporate Jargon
Corporate jargon is at an all-time high, and despite the best efforts of many copywriters, it still finds its way into business and marketing copy. The interesting thing about corporate jargon is that much of it seems to be specific to each company. The terms used by Company A might be totally foreign to Company B. So if you’re writing for an audience outside your company, use language everybody can understand. Also, corporate jargon can come off as elitist or pretentious, and it can quickly ruin your credibility and discredit the point you’re trying to communicate.