Proofing Checklist

A step-by-step guide for proofing laser, blueline and digital proofs

Proof ticket:
Check the proof ticket to make sure quantities, PMS colors, substrate (i.e. paper type and brand) and other specifications are listed accurately.

Pages:
Is the page size (flat and folded) correct?
Is the number of pages correct?
Are pages in the correct order?
Are the folios correct?
Are all pages identified (including blank pages for books)?

Type:
Check to make sure copy hasn’t rewrapped or dropped off.
Are there any typographical errors?
Are fonts correct?

Images:
Are all photos, illustrations, scans, etc. at the proper size and placed in the correct position?
Are logos positioned accurately?
Is the logo size correct?

Color:
Are ink colors correct?
Are color breaks correct?
Is the color satisfactory?
If the print project is part of a package or a series, do the colors match the other pieces?

Margins:
Are margins consistent?
Do margins allow for special binding or folding?

Screens:
Is the placement of screens and screen percentages accurate?

Reverse type:
Is reverse type large enough to avoid plugging on press?

Folding:
Is the proof folded correctly?

Binding:
Saddle-stitching: Are staples in the correct position?
Perfect binding: Check spine width against artwork.
Binding holes: Are bindery holes the correct size? In the correct position?

Corrections:
If corrections were requested, have they been made?

Postal regulations:
Does the project conform to postal regulations?

Quality issues:
Is the quality of the overall piece acceptable?

Majority of Buyers Say Over 50% of Their Print Projects Require Critical Color

(According to survey by Printbuyersonline.com March 12, 2007)

Quick Poll Question:
What percentage of your print projects requires critical color? (i.e. exact color match/reproduction)

53% of print buyers said: "Over 50%"
14% of print buyers said: "25-50%"
14% of print buyers said: "10-24%"
9% of print buyers said: "5-9%"
10% of print buyers said: "Less than 5%"
87 print buyers participated in this Quick Poll.

Those that said: "Over 50%"

"It depends on the application/viewing distance since I mostly buy large- and grand-format signage and displays. The more intensive color graphics projects are our P-O-P displays that are more prominently displayed, i.e. window display graphics."

Jay Wallace
Owner
j wallace, LLC / Cameron Advertising Displays

"Our color usage is another means used to emphasis our 'brand'; important to get very close if not exact colors."

Julie Armer
Production Assistant
Arizona Western College

"We print direct mail catalogs. If the color is not accurately represented the product is likely to be returned and the customer is left unhappy."

A McClure
Production Manager
J. Schmid & Assoc.

Those that said: "Less than 5%"

"The print projects I do now are all pleasing color - I still make corrections to proofs and press check it all. But coming from a background where 100% of the work was match color, it was difficult at first to adjust..."

Jimmy Ball
Art Director
Tri Delta Executive Office

WHAT REALLY INFLUENCES CUSTOMERS?

The media market is getting more crowded with Internet pop-up blockers, satellite radio and digital videos. American consumer-tolerance of advertising is at an all-time low. A November 2006 survey by BIGresearch, a media research company, found that of the 15,000 adult consumers questioned, 92% said that they go out of their way to avoid advertsing.

“The problem is that consumers now have access to unlimited amounts of information and tuning out conventional advertising? explains Joe Pillota vice president of BIGresearch.

Top Ten Most Influential Media (all ages)
1. Word of mouth- (Keep satisfied customers that draw in new customers)
2. TV advertising- (Can you afford it)
3. Coupons (Where is the deal?�Lee Iaccoca)
4. Newspaper inserts
5. Editorial article (newspaper or magazine)
6. Direct mail
7. Magazine advertising
8. In-store promotion
9. TV Cable advertising
10. Internet advertising
BIGresearch

The influence of media to make a purchase becomes a key component to deciding where to spend your advertising dollar. As marketers refine their focus on CONSUMERS, advertising planning will require more insight on how consumers behave and less on gross audience estimates. In other words, before a small business owner makes a marketing decision based strictly on a medium-reach, you should consider the message behind the medium.