In this recurring feature, we’re sharing tips for editors from the desk of Douglas Gibson. Good for those starting out or old hands who need a reminder, these guidelines form an engaging guide for sharp-eyed wordsmiths.

Tip #26

I have written earlier about the importance of keeping all of the entries in a list consistent. All very obvious, you may say.

How, then, can we account for the giant signs outside Indigo stores that say: “Books” (That’s good, and it’s nice that they lead off their list of items for sale with the printed word. ) “Gifts” (Again, a sensible widening of the items available.)  Then, finally . . . “Kids” (What is this? Either baby goats are now on sale, or junior human beings, or the list of items has just taken a head-spinning turn to express the idea that, um, you know, things suitable for children are available at Indigo.)

“Books. Gifts. Kids.” Nice work.