Superman to the Rescue: The It’s and Its Problem:

It’s and its confusion consistently hits the top of the most common error charts. But wait, Superman can help you remember when to use the contraction it’s.

It’s is a contraction of a pronoun and a verb:    it’s  =  it is

Using contractions in our speaking and writing makes our language flow more naturally. Without contractions, our language sounds more formal, rigid, stilted, and unnatural. If you want to sound conversational in your writing, use contractions but remember to use the apostrophe correctly.

Here’s how Superman sees it:

Stop and think about Superman when you use the contraction it’s. Superman loves apostrophes.

Special thanks to Mandy Heck for her artwork.