You're using the colon as an operation symbol, which is seldom done in professional mathematics, where the colon usually denotes a relation symbol. However, the colon is commonly found in elementary mathematics.
Here is a visual comparison:
\documentclass{book}
\usepackage{amsmath}
\begin{document}
\begin{align}
& DE:AB = 18:6 && \text{too wide} \\
& DE{:}AB = 18{:}6 && \text{too tight} \\
& DE{\,:\,}AB = 18{\,:\,}6 && \text{maybe better} \\
& DE\mathbin{:}AB = 18\mathbin{:}6 && \text{right, IMO}
\end{align}
\end{document}

When you have decided what's best for you, add one of the following definitions (\rt is for ‘ratio’, choose a different name if you wish):
\newcommand{\rt}{{:}} % for choice 2
\newcommand{\rt}{{\,:\,}} % for choice 3
\newcommand{\rt}{\mathbin{:}} % for choice 4
and input your proportions as
DE \rt AB = 18 \rt 6
\[ … \]preferable to$$? – Henri Menke May 22 '18 at 05:42ABetc are not products of two variables but a single quantity referred to by two letters, you may want to consider\mathit{AB}. See also https://tex.stackexchange.com/q/6087/35864, https://tex.stackexchange.com/q/129400/35864 – moewe May 22 '18 at 07:09