Prettify your Apostrophes02 Mar 2015, by Artur Malabarba.
Typography post series
Now that you’ve started your journey on the Typography Express by using round double quotes, take a seat and extend that to your apostrophes as well. This snippet binds a round apostrophe to the ' key, but also inserts a pair of single round quotes with a prefix.
Finally, like the previous one, it also falls back on
inside a code block.