HOW TO READ A PROOF

Use proofs to help control quality and cost and ensure good service. When examining a proof, keep these items in mind:

1. Slow pace. Take your time. Don't let a deadline make you careless.

2. Individual features. Make a list, then check each feature throughout the entire proof. For example, go through once just to confirm page sequence. Next, check borders and rules for alignment and crossovers. Contiinue to examine headlines and display type for typos and placement. Finish by studying areas of critical register and color.

3. Photos. Check every photograph to verify that the correct image is in the correct space, is scaled and cropped properly, and faces the proper direction. Look for sharp focus, especially in portions of the image farthest from the center.

4. Flaws. Boldly circle every blemish, flaw, spot, broken letter and anything else that seems wrong.

5. Previous corrections. Double-check any corrections made on previous proofs.

6. Instructions. Write directly on the proof in a clear, vivid color. Be very clear and explicit in your instructions.

7. Finishing. Anticipate bindery problems. Measure trim size. Check that folds are in the correct direction and relate to copy as planned.

8. Correct colors. Confirm that you know what copy prints in what color. Double-check to make certain.

9. Memory colors. Verify that grass looks green, sky looks blue, and other familiar colors look the way readers remember them.

10. Overview. Stand back to view the proof as a whole. Everything should work well together, and the message should be presented in a clear and attractive manner.

11. Questions. Ask about anything that seems wrong. Asking questions that seem stupid is a lot better than printing mistakes.

12. Costs. Discuss the cost of changes, and agree about who pays for what.