by Tracey Papke
You’ve spent hours developing your flier for printing. Now it’s time to get it off your plate and over to the printer. What do they say? “Your proof is ready for your approval.” By this time you are done with this project and have moved on to the next one. The last thing you are interested in is putting your head back into it. You may even be tempted to offer your approval without one last look before printing. Time and again pieces get printed without a contact phone number or requesting your “presents” rather than your “presence” at an event. Here are some tips so that you can avoid this happening to you.
1. Make time to proof: Business moves at lightning speed, but there are times to slow down and check the details. Proof reading is one of those times. Taking 15 minutes to really look at your piece can make all of the difference. If you are proofing a larger piece, then schedule a portion of your day to devote to the job.
2. Proof from a printed copy: Even if your printer sends you a digital proof, you should always print it out. It is very easy to scroll past errors on the computer screen. It, also, gives you a perspective on what your clients will receive. You may discover that you want to add information or move things around when you can see things from their point of view.
3. Whenever possible, see the original proof in person: This is particularly important when a piece is color critical or when choosing the stock. Nothing is worse, for you and your printer, than when your printed piece does not live up to your expectations. Remember, the goal of your piece is to remind your clients about you, and that happens when appealing to all of their senses. You ensure that the color and the paper stock texture and weight are correct when you proof your project in person.
4. Another set of eyes can help: Asking another person to take a look at your piece can offer a fresh perspective and even vet out errors for correction. Often printers are focused on file preparation and color correction, rather than content, but they can add insight on the things to check.
Proofreading is a very important part of the design/printing process. In the long run, it will save time, money and frustration. Partner with a local printer and reap the rewards!
Tracey Papke is the owner of Potamus Press, a commercial print shop that specializes in offset and digital printing. For more information please visit www.potamuspress.com or call (951)693-2136
