Proofs - never, ever print without one!

Unlike many of my colleagues, I didn't go to college. I didn't even serve an apprenticeship. I learnt my trade the hard way - by trial and error. As a result, I've experienced first hand most of the problems which can crop up when preparing artwork and supplying it for print.

However, I'd like to think that over the years I've learnt from my mistakes and these days I have a pretty good idea of how to prevent the vast majority of problems. Even so, I would never, ever consider getting a document printed without first approving a printer's proof.

Why? Well, a printed proof supplied by your print contractor (a 'printers' or 'contract' proof as it is known in the industry) protects you from any comeback if something goes wrong. If your printed documents differ from the proof supplied, then it's up to your contractor to correct the problem at their expense. If you didn't approve a proof, he could easily say that any error was due to a problem with the artwork you supplied.

Also, generating accurate artwork can be a complex process which takes many years to truly master. Even the most experienced designer can inadvertently supply a low resolution image or specify a colour which doesn't reproduce as they'd expected.

But let's assume that there's nothing wrong with the artwork. Unfortunately, we also have to contend with the IT systems used by print contractors to process artwork. I'm sure these systems are pre-programmed to find new and inventive ways to corrupt our artwork files. And for some reason, it invariably seems to be the simplest jobs which can cause the most problems. If you don't order a proof, a problem of this kind may only be spotted when your printed documents are delivered to you.

At best, this could mean that your job has to be reprinted, leading to frustration and delays. At worst, your print contractor could blame the error on the artwork you supplied and saddle you with the cost of a reprint.

So, I repeat again. Always get a proof from your print contractor before they print anything!

Proofs come in several guises:

- Soft Proofs - Soft proofs are viewed on a computer monitor. Various solutions are available but the most common form is PDF (Portable Document Format), an increasingly secure method of proofing. The benefits of PDFs include low cost, speed and convenience. However, there are drawbacks. Unless you're an experienced user it can be difficult to spot problems which can affect the printed result. Also, accurate colour reproduction isn't possible unless you've invested in a sophisticated professional colour calibration solution. Only rely on a PDF proof if you have no other option. NEVER rely on a PDF proof if you need to make sure your colours reproduce as expected, or if you can't afford the cost of a reprint if things go wrong. Whenever possible ask for a colour calibrated printed proof.

- Digital Proofs - Digital proofs are printed using an inkjet, laser, thermal wax or dye sublimation printer. These devices will have been colour calibrated so as to give a reasonably close representation of what your document will look like when it is printed.

- Wet or Press Proofs - Wet or press proofs are the most accurate of all. They are printed using the same process that will be used to produce your final document and can be printed onto the paper you have specified. If your document is being printed by conventional lithography, a wet proof can be expensive as it takes a good deal of time and effort to set up a printing press just to produce a single proof. However, if your document is being printed using a digital process, most print contractors will provide a wet proof relatively cheaply (or even free of charge!).

When you receive your proof, make sure you check it! It might sound like an obvious thing to say but I've had customers who have failed to notice that they've spelt their own name incorrectly. Even better, get someone with a 'fresh pair of eyes' to check the proof.

If you notice any errors, compare the proof with the artwork you supplied. If the problem is due to an error with your artwork, your print contractor may make a small charge to cover the cost of making the corrections or handling your revised artwork. Always ask for another proof to ensure any corrections have been carried out successfully.

Proofing can often seem like a pointless and time consuming process. After all, the vast majority of proofs are approved without any amends. However, when things do go wrong, you'll be glad you spotted the problem before it hit the press. Believe me, that stomach churning moment when you realise that an entire box (or lorry!) load of print is only fit for the recycling bin is an experience you really should try to avoid.