Copywriting: Rules for Correct Use of Parentheses

by brianlburns on 4 February 2009

in grammar, parenthe(ses)

As a writer, I believe I’m guilty of overusing parentheses. I also believe many writers are guilty of underusing them. Given the discrepancy, I thought it would be helpful to write down some quick rules here… my guidelines on when (and when not) to use them. Keep in mind that I’m not going strictly by the book here, and that these are just my rules that I’ve found work best for my style. I encourage you to develop your own, in accordance to your own style.

parentheses

To start, I prefer to think of grammar not in terms of what I can’t do, but in terms of what I can do. For example, I prefer not to think “when do rules forbid me from using parentheses?” But rather, “how and when can I use parentheses to enhance my writing?” In accordance with that approach, here are the two main cases in which I use parentheses to make my writing better:

  1. I use them for adding information that I want to include, but that I don’t want people to read in the context of a certain sentence. This is the classic creative use, and comes in handy for sentences like “I bought a movie ticket for Jenny (to a bad romantic comedy) because I was hoping to get some action in the back of the theater.” More to the point of business copy, it comes in handy for sentences like “Our new product release (set for June 3rd) will feature a new iphone app, and contextual advertising opportunities.”
  2. I use them to add the proper intonation and proper flow. This one is less traditional, but comes from my belief that good writing reads like we speak - that’s how people are used to consuming information, and I still think that’s how they consume it best. And if you do you listen to people talk, we say many things below our breath - not everything is spoken with the same power. In short, I use parentheses (just like this), to imitate that kind of speech. It’s not like a set of commas, which emphasizes what lies between them, and it’s not like a hyphen - those strongly mark a new point. It’s just like a set of parentheses (so nice, yet simple), and I think it works.

Obviously I omitted a couple arcane uses of parentheses here, like enclosing numbers in a list, or enclosing monetary figures on a sheet. But I think I covered the two big ones, that you can keep an eye out for using (and using well). As always, though, too much of a good thing is not good at all. That’s especially the case for parentheses because they’re visually demanding, and take up a good deal of physical space. So as much as you keep an eye out for utilizing parentheses in these instances, keep an eye out for cutting them in other instances.

Your Input: did I miss any obvious uses here? are there any you like, that I didn’t touch on here? any here that you dislike (and would like removed)? did you catch what I did, in the last sentence of list-item 2? eh, eh?

{ 3 trackbacks }

Copywriting: The Proper Use of Short Sentences
03.15.09 at 9:17 am
Copywriting: The Correct Use Of The Ellipsis
07.14.09 at 10:25 am
Word of the Post — AMENABLE
09.18.09 at 1:43 pm

{ 30 comments… read them below or add one }

1 amyc 02.05.09 at 9:42 am

Hey Brian. Nice post. :) 

Just wanted to add a note on the punctuation for parentheses (as I know it can be confusing for some folks). 
- If you have a complete sentence within the parentheses, the punctuation goes inside. (If you are using the parentheses within the sentence, the punctuation goes outside of the parentheses.)

Maybe one day you could you (pretty please) post about the difference between the hyphon, en dash and em dash one day? It’s a huge pet peeve of mine. :D 

2 brianlburns 02.05.09 at 10:55 am

AMYC: great call Amy, I’m not even as good as I should be about about punctuation around parentheses… I cheat from time-to-time. Thanks for the reminder!

And yes, I will post about the hyphen, and all the dashes. Those are some of my favorite… and I think I also have some unique ideas to share!

3 Natty 02.05.09 at 11:07 am

Brian -

Another home run post.  I learn more from you than I did in school (does that say something about me or my schools?).  I have a few questions for you.  What are your thoughts on punctuation inside parenthesis (like the ? above)?  How about parenthesis within parenthesis?

I also would like to hear your thoughts on “…”.  Should it be attached to the last word or would you put a space between the last word and the “…”.  This is most pertinent to the use of “…” within a sentence as opposed to the end, but I’m curious your take on both.

Thanks!
-Natty

4 brianlburns 02.05.09 at 11:22 am

NATTY: Thanks for the props, dude… I talk about grammar and writing as an art, which I think it is, and which I think people consume better. It’s taught in school as a task, which I don’t think works as well. I’m psyched, but not surprised to hear that from you. I’ll keep the posts coming!

As for punctuation in or out of parentheses, check out Amy’s comment above - she gives a real quick and solid explanation (with a sweet example). Let me know if you still have questions.

I’m a huge fan of parentheses within parentheses, mostly because it’s grammatically correct, but looks wrong… so people tell you it’s wrong. You have to use them sparingly (for just this reason), but it’s fun to piss of snobby people every once and awhile.

As far as I know, the rules for quotation marks are the same as with parentheses. They should be right up against the text, and should have punctuation within if it’s a complete sentence, punctuation outside if not. But in a bit, I’ll write a post more about the subtleties of their use (and misuse). I’ll let you know when I do.

5 Phil Earnhardt 02.05.09 at 11:49 am

Could the first use you cite above also be satisfied with a set of bracketing commas?

Does anyone use parenthetic expressions starting with “i.e.” or “e.g.” these days, or has that usage been relegated to more formal writing?

Nested comments are interesting. The programming languages Lisp and SCHEME use parenthesis for virtually all syntactic punctuation.
When I was coding frequently in those languages, I noticed that the parenthesis eventually disappeared—unless they were being used incorrectly.

I would like to know when to use en dashes.

Thanks, Brian.

6 Ingrid 02.05.09 at 11:54 am

I’m curious to know what you think about brackets. I don’t really like them [brackets] and never really have.

7 Carmel Hagen 02.05.09 at 11:57 am

Don’t forget to switch up your editing rules overseas (where punctuation goes outside of quotation marks (and where some places have done away with grammar all together: http://topics.oneriot.com/Birmingham-Drops-Apostrophes)). Write about that, Brian :)

8 brianlburns 02.05.09 at 12:33 pm

PHIL: Yeah, the first use could be taken care of by bracketed commas, at least in some cases. Just make sure doing so doesn’t distract too much from your original point (commas keep the focus more on the subject of that sentence), and make sure you’re got the intonation right (as discussed in point #2).

As for i.e and e.g I use them every once and awhile. I have better luck these days subbing punctuation (like the parentheses) in… and I think that’s the way the recent trends are heading. But there’s no reason not to keep these in your bag of tricks, to pull out in the right situation.

I’d be curious to know what other people think about these two, though. That again may be an additional post.

9 brianlburns 02.05.09 at 12:36 pm

INGRID: Great call on the brackets - I’m not a big fan, either… except in their most traditional uses (like signifying a modified part of a quote). But hell, since I’m writing blog posts about all of these anyway, I might as well throw that one in there too. I’ll do some research, and come back to you with some better creative uses.

The Art of Grammar FTW!

10 brianlburns 02.05.09 at 12:38 pm

CARMEL: Ha. Only a writer as cultured as you would know that… thanks for the tip.

Good OneRiot link, too - that’s hilarious. Leave it to the Brits to set new marks for being uptight and dramatic about small things.

11 Jared Kohlmann 02.05.09 at 1:30 pm

Natty-
What you’re referring to is called an ellipsis (the triple period), and it should always be attached to the last word in the clause you’re attaching it to.

Phil-
I frequently use parenthetical references with i.e. and e.g.  But just be sure you know the difference between the two!  (”i.e.” is when you’re saying “in other words”, and “e.g.” is when you want to say “for example”.)

Ingrid-
My understanding is that brackets are purely for mathematical expressions, not verbal/written ones.

Brian has (as usual) written a great post that should be of value to all who are looking to improve their writing.

12 Melanie 02.05.09 at 2:31 pm

Hey ya’ll,

Thought I would chime in to say “Thanks!”  Writing my thesis and just used both parenthesis (had the same question as Natty) and e.g.

So props to Brian for starting it off, plus Amy and Jared for clarification!

13 brianlburns 02.05.09 at 7:17 pm

MELANIE: Thanks to you for stopping by, and leaving a comment.

I’d love to see you stop here more often too, and leave more of your thoughts. I think you’re more talented as a writer than I, and I think you’d have a ton to offer!

14 brianlburns 02.05.09 at 7:19 pm

JARED: As usual, you’ve authored a great comment that’s informative, friendly, and welcoming.

Plus, from the sounds of it, it seems like you’re positioning yourself for a grammar guest post! ha.

15 Gwen Bell 02.10.09 at 12:13 pm
16 brianlburns 02.10.09 at 1:02 pm

GWEN: Indeed they are, “Gwen,” indeed (they are)

lol

17 amyc 02.11.09 at 6:37 pm

What a great string of comments. :) I don’t know how I came to be so fond of grammar (hated it in school), but glad to find other kindred spirits. 

Natty and Ingrid - I often use brackets inside parentheses instead of the parentheses inside parenthesis… seems to make it clearer.

Brian - regarding punctuation inside quotation marks… you’re right for question marks and exclamation points (colons and semi-colons, too), but periods and commas (at least here in the states) always go inside the quote. I know many folks who don’t like it (they think it looks weird), but it’s in the APA guidelines, so is the most widely accepted usage. 

Phil - en dashes are used for ranges such as January 10 – January 12, or 3:00 – 4:00. They usually have a space before and after the dash, but not always (as opposed to the hyphen and em dash where spaces aren’t generally used).

Thanks again, Brian, for such a great post!

18 brianlburns 02.12.09 at 10:27 am

AMY: I agree, it’s a great set of comments. Thanks for starting it off!

Thanks for the help, too, about punctuation and dashes… I’ll write more about my own take on those (as promised) sometime soon.

Have a great day!

19 brian 07.13.09 at 6:11 am

Nice little article!

20 brianlburns 07.13.09 at 12:03 pm

Thanks, Brian. I like your name.

21 Ann 07.15.09 at 9:24 am

What do you think of the following example, which uses parentheses to separate a bit of information that would otherwise throw off the parallel structure of a sentence?

“Our services include participating in litigation strategy, preparing anti-takeover defenses (such as stockholder rights plans), and assisting clients with complying with XYZ statute.”

Would it be better with parentheses removed and no other punctuation added?

Thanks!

22 brianlburns 07.16.09 at 11:10 am

Hi Ann. Thanks for stopping by. 

Yes, I think that that’s a good use of parentheses. It’s grammatically correct (as far as I know), and if you like the way it looks, reads, and sounds, then I say you’re good to go to keep it. 
However, if it doesn’t quite look good to you, you can enclose that information in hypens “Our services include participating in litigation strategy, preparing anti-takeover defenses — such as stockholder rights plans — and assisting clients with complying with XYZ statute.” 

Or, for another option, you can use the information to launch another sentence, that speaks to the benefits of the services. “Our services include participating in litigation strategy, preparing anti-takeover defenses, and assisting clients with complying with XYZ statute. That means we represent you in court, protect stockholder rights plans, and ensure you’re on the right side of important laws… watching your back, when you don’t have to time (or specialized knowledge) to do so.” 

I hope that’s helpful. But let me know if you have any other questions. 

23 theresa 08.14.09 at 6:24 am

Is there a rule about the use of a space between the last word before and the first word following the parentheses?  I’ve always used spaces (and I think it looks better) but I’ve noticed lately that colleagues (in KY)do not use a space after the last parentheses.  Is this a regional difference or is there some rule for using or not using spaces and parentheses in communications (not copywriting)?  What about telephone numbers?  Should or shouldn’t there be a space between the area code and the phone number?  Thanks.

24 brianlburns 08.14.09 at 8:43 am

Hi Theresa. Thanks for the question.

I believe the rule is as you stated… putting a full space between the parentheses and the next word (like this) and (not)this. I’m not sure about regional differences, and I’m not sure that your colleagues are technically “wrong,” but I agree it looks much better our way, and that’s the general accepted form.

As for phone numbers, it’s commonplace to leave no space between the area code and the next three numbers. So my number, technically, is written (802)318-6152. However, I don’t think it’s an atrocity to do so if you like the look, and for that matter, I’ve started writing it 802.318.6152 because I think the period format is the coolest.

I hope that answers your questions, but shoot again if not. And of course, like I’ve stressed throughout this post and in the comments… I think you’re best served to use the notation that you like the most. When rules are hazy, as in this case, rules be damned!

25 Logan 10.12.09 at 12:21 pm

Hello Brian.   I just found this thread and it is very helpful!

Anyway, I am curious what tips or hints you might share about a space after the last word before and the beginning parenthesis?  Regarding correct English punctuation, is it needed?  I have noticed individuals using it (like this) and not(like this); I prefer the latter myself.   I am also aware many things differ in the USA as compared to the UK, such as periods inside or outside of quotations, but I am not sure if it is one of those things–nor if that is even relevant.  

I am also curious about double dashes “–”, when are they more appropriate as compared to parenthesis or commas?   As it is used near the end of the paragraph above, should it have been omitted?

Thank you for your time!

26 brianlburns 10.12.09 at 3:40 pm

LOGAN: Hello Logan. I’m glad to hear that the post is helpful.

As I understand it, the general rule is to allow a space between the previous word (like this), and not(like this). Also, as a matter of personal preference, I prefer the former over the latter, so that’s the way I write it that way.

However, all that said, if you prefer the latter, and you feel confident using them that way, I urge you to do it. As long as you do so consistently. I’ll say it again: make your own rules, around what works best for you (and your style).

As for dashes, I think that’ll have to be a separate post. There’s a lot to cover there, likely more than I can fit into the comments section. Check back for it!

Brian

27 Logan 10.13.09 at 11:26 am

Understood.  Thank you, Brian.  I appreciate the encouragement and technical advice!  Let me know when you get a post up regarding dashes, please!

Thanks again!

28 brianlburns 10.13.09 at 12:03 pm

LOGAN: Will do, man. Thanks again for stopping by.

Brian

29 Tyler 04.11.10 at 12:08 pm

Thees es verey helpful. Thank ewe.

30 Tyler 04.11.10 at 12:09 pm

Thank ewe.

Leave a Comment

You can use these HTML tags and attributes: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>