Proof Perfection – Beyond Spell Check
I have seen many clients give their pre-production proof a cursory glance and declare it approved. Waiting until it has been printed to give it the necessary attention is too late, and you may end up having to reprint your entire job. It is your responsibility, as the consumer, to make sure your product is free from errors. Exactly what are some of the things that should be checked during the proofing process? Spell check functions in computer applications may point out spelling errors, but they do not always find words that have been used incorrectly or edit sentence structure. There are also many things in your final printed piece beyond words that need to be reviewed. Here is a list to perfect your proofing strategy:
Print it Out.
More mistakes are caught when reading on paper as opposed to reading on a computer screen. Among people who use a combination of proofing onscreen and on paper, most agree proofreading on paper leads to better results. One of the reasons for this, is because we know what was meant to be written, our brains will auto correct words or spelling for us. Changing the format of the content from digital to print makes it less familiar, which can cause your brain to be more alert to errors.
Proof the Text.
Start with the basics. Review all text for misspelled words, grammatical correctness, and punctuation. Check all numbers and contact information. Do not count on the fact that you gave your designer the correct information. The most experienced designer can still make typographical errors. Finally, read through again to confirm the accuracy of your content. Making changes to text later in the production process can lead to additional costs and missed deadlines, so make sure that everything is perfect before you sign off with your approval.
Proof the images.
Viewing the images on your computer is a start, but keep in mind that the colors on-screen will not be a perfect match to the colors that are printed, unless your screen is properly calibrated. Colors may even appear differently when viewed on your phone versus viewing on a desktop monitor. In addition to the color, check the size and resolution of the image. If the images appear pixelated or blurry confirm with the printer if the proof is intentionally low resolution or if the actual images are not print ready. To ensure best quality, it is recommended to have a physical proof done on professional proofing equipment so you can get a better idea of the true color and resolution of the piece.
Proof the pages.
After you have proofed the details of text and images on their own merit, you need to proof the whole page. Viewing the entire page of an original can be done on screen, but it is better to print out the pages. Looking at the whole page will give you an overview of the typography, image placement and cropping, and text. In addition, you should check paragraph layout, hyphenation and line arrangement, white space, and bleeds. If this is a multi-page document, you should confirm the page order and check the flow from page to page.
Too often, many customers only look at the page and how it appears and neglect the details of proofing. The difference between a thorough proof and a cursory look is the time you may spend having to redo a job. Taking the time at the beginning will save you time and money in the long run.
Proof perfect.
Up your proofreading game by getting back to basics with proofreaders’ marks. Proofreaders’ marks are a shorthand to note mistakes and make corrections when proofreading on paper. You can view or print the list of useful notations from The Chicago Manual of Style.
Has this article inspired you? If you want to make your advertising and business printing something that you can be proud of, email me at mary@peacockprintco.com. Visit my website MaryThePrinter.com or call me at 562-PEACOCK (732-2625). Mention offer “PROOF” and receive a FREE consultation to review your design AND $10 OFF your first order of business cards. (500 minimum)