What is a proof?
A proof is the term used for the versions of your project that you review before the final artwork is created. A proof can be presented as a hard copy or digitally via a PDF file. A PDF proof is perfect for general color choices and all other design elements. We use PDF proofs via email for most proofing on a project and then move to high quality printed proofs right before something goes to print. Due to the variance in computer screens it's not possible to completely trust what you see on your monitor so a high quality hard proof is the only way to accurately assess color on a printed piece.
Be clear and concise about your revisions.
It’s not necessary for you to use proofreader's marks to indicate changes but the more specific you are about the changes you would like to see, the easier and faster it is for us to make them.
When reviewing a proof, ask yourself the following questions:
Does the presented solution meet the goals outlined in the creative brief?
Can I specifically communicate what I like and what needs to be changed?
Have I proofread all text and contact information thoroughly for spelling, grammar and accuracy?
Are all identity guidelines and/or legal copy presented correctly?
Is FPO imagery appropriate, and am I ready to approve it for purchase?
Have I compiled a comprehensive list of revisions to submit at one time?
How do we exchange proofs?
Edits may be submitted via email, phone, or fax. We can also set up shared, cloud-based services for large file transfers. You may simply email us a list of changes, mark up our PDF proof in Acrobat Professional and email or upload the files, or resubmit an original Word document. If the changes are extensive, an email or marked-up PDF is preferred (and can save time). For quick changes, sometimes nothing beats a telephone conversation.
Let us do what you're paying us for
Finally, try to provide direction by telling us what you want to achieve rather than telling us what to do. For example, say "Can we make the headline more prominent?" instead of "Make the headline bold 36 point in pink with a green outline." Just as you might tell your dentist to fix your toothache but you probably wouldn't tell her how to go about doing it. Same thing for designers.