Every detail is a choice

I keep seeing posts claiming that using em dashes (—) is a sign someone’s using AI.

Well, that’s fucking annoying.

Because I love em dashes. Always have. And not because a machine told me to. Because they sound like me. They breathe. They pause. They let a sentence wander, stretch, then return.

This isn’t about grammar. It’s about voice.

The way we punctuate is part of how we speak on the page — just like the way we typeset a headline, or pair two typefaces that weren’t technically “meant” to go together. It’s rhythm. It’s personality. It’s craft.

 
Jack Watkins

Irresistible by design. Brand and website design for ambitious founders, creatives, and lifestyle businesses. Clarity with character. Strategy with soul.

https://www.jackwatkins.studio
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A mirror, not a mask

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A thread between worlds