What Is Sensational Spelling?

As a proofreader or editor, you’re used to spotting and correcting spelling errors. But what if the spelling error is intentional? In today’s blog post, we’re discussing sensational spelling – the deliberate misspelling of a word or term to draw an audience’s attention – and how to use it effectively.

Sensational spelling is common in advertising and often used for brand names. It can help make a brand name more memorable and differentiate the brand from its competition. Many well-known brands use sensational spelling, examples being Kleenex (clean-ex), Krispy Kreme (crispy creme), and Google (googol). 

Editing Sensational Spelling

Not all sensational spelling is sensational. Without research and careful marketing, a misspelled brand name can confuse the audience. Take Chick-fil-A – why is there an uppercase A? 

As an editor, you may need to comment on your client’s use of sensational spelling. As part of substantive editing, you would assess whether their use of it is unambiguous. Below are three tips for editing sensational spelling.

1. Consistency

Consistency is key. If a client has used sensational spelling for a particular term, they need to use that spelling every time. Otherwise, it may miss the mark, be seen as a typo, or confuse the reader. In this situation, either make a direct edit or leave your client a comment about the inconsistency.

2. Perception

Although thinking outside the box can be great for creativity, it’s important to consider how different audiences might perceive a misspelling. For instance, if Krispy Kreme were to release new cookies and market them as Krispy Kreme Kookies, the triple-K initialism could be perceived as offensive. As an editor, you would flag this issue in a comment.

3. Marketability

It’s helpful to put yourself in the shoes of the marketer. Try to pronounce the misspelled word or phrase. Does it roll off the tongue? If not, leave your client a comment. A brand name should be clear as well as meaningful and memorable. For example, if we were to write “Qleenex” instead of “Kleenex,” the pronunciation wouldn’t be as straightforward and would make the brand harder to market.

Becoming An Editor

If you’re interested in learning how to edit different types of writing, consider checking out our Becoming An Editor course. We’ll help you learn everything you need to know to become a well-rounded editor ready to tackle creative, business, and academic editing projects. Try it out today with our free trial!

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Common Clichés (And How to Avoid Them) The Inverted Pyramid in Journalism What Is an Executive Summary? (And How to Edit One)