Aaron Gerdes

Examining a proof is a solemn event. On your approval, the project will be mass-produced at large quantity, sometimes using expensive papers, inks, and finishes. Here’s a basic checklist for reviewing a proof at the printer’s.

• Check content and text. Is the copy correct? Is the address, phone/fax numbers, web address, and email correct? Are names spelled correctly?

• Trim size. Use a straightedge to make sure that the crop marks cut where they should. Do they intersect any items that they shouldn’t? Do the crop marks create an image of the correct dimensions?

• Type. Is the spacing correct? Are the line-lengths consistent with the electronic typeface? Is any of the type “broken” or cut-off?

• Check images and artwork. Are they correct and visible?

• Color. If you’re reviewing a laser-printed proof of a spot-color job, you will not see the actual colors, just delineations for where the correct colors are going. Double just to make sure the correct Pantone swatch is assigned to the color areas (the printer can show you this). Compare it one last time to any samples that you’re working from. Verify that screens and gradients are showing correctly — these are often troublemakers in my experience.

• Check the bleed, if applicable. If your project has any ink running to the edge (called a bleed), most proofs will show the color extending around 1/4in past the crop marks. If the proof does not reflect this, double-check that they are aware of the bleed.

• Check that die cuts/folds/perforations/scores/glue spots are indicated correctly, if applicable. The more complicated your project, the more likely you should try cutting it out and folding it up to be sure.

• Check content again.

• Confirm the size of your order, materials (paper, ink, finishes, etc), and delivery date. It helps to have the original quote sheet on hand to review it with the printer rep.

• Take your time. Okay, this isn’t something you can “check off”, but it’s important. You’ll likely be in someone else’s offices while they look over your shoulder. Don’t let that rush you. Be thorough, take as much time as you need.