The step that prevents reprints.
WHAT PROOFING DOES
Puts responsibility for content on the customer, before production.
WHAT TO SEND
A proof showing exactly what will be produced: content, layout, dimensions, colour where relevant.
WHAT TO STATE ON IT
The dimensions That colour on screen is indicative What the customer must check That production proceeds on approval
WHAT TO REQUIRE
Written approval.
WHY WRITTEN
Verbal approval is disputed after an error is discovered.
WHAT COUNTS AS WRITTEN
A message, an email, a signed proof.
WHAT TO NEVER DO
Produce before approval.
WHY
Every error becomes yours.
WHAT CUSTOMERS MISS ON PROOFS
Spelling, names, dates, phone numbers, addresses.
WHAT TO DO
Direct them to check those specifically.
WHY DIRECT THEM
General instructions to check are ignored.
WHAT TO DO ABOUT CHANGES AFTER APPROVAL
Treat them as a new proof cycle, and charge if production has started.
WHAT TO ESTABLISH
How many proof revisions are included.
WHY
Unlimited revisions consume time that was never priced.
WHAT A PHYSICAL PROOF PROVIDES
Certainty about colour and material.
WHEN TO INSIST ON ONE
Large runs, critical colour, unfamiliar materials.
WHAT TO RECORD
Every approval, with the file it relates to.
WHY
It is the document that settles a reprint dispute.
