My rule is that my little fingers are quite small, and the double quote, which requires use of the shift key, is to be avoided. This is a new rule, and I'm not consistent.

Therefore, I should type:

The word "reticent" is often misused for "reluctant." [I do this to make the words qua words really stand out.]

However, quotations are usually self-evident, so I type

He exclaimed, 'You're not just beautiful, you're amazing.!'

I can make up rules just as well as the next guy.