How to Proof Your Design Proof

Your graphic designer emails you a proof and asks if you have any questions or changes. This is not the time to be distracted by pretty pictures and a nice layout, you must thoroughly inspect the file! If you’re new to working with designers, and you’re not sure what to look for, here is a general proofing checklist:  

1. Print the document to SCALE and review it at actual size. Reviewing a print-destined piece at 400% on a screen is way different from holding it in your hand at actual size. For large format pieces, print a few of the text-heavy tiles, tape them to a wall, and read them at the intended distance. Consider: Is the text still readable? Does the functionality meet your objective? Do the dimensions match the intended specifications?

2. Read the messaging – every bit of it, even easily overlooked details like captions and footnotes. Check for spelling errors, extra spaces, and extraneous letters. Double check any cross-references like page number notations and hyperlinks. Are any dates listed correctly? Nothing will make your brand seem more unprofessional than a blatant and avoidable error.

3. Consider the content strategy. Does the piece have a clear and concise hook, and is it relevant to your targeted viewer? Is the messaging voice on-brand? Is the hierarchy organized accurately?

4. Is all of your content included? Was anything left out? Did you remember a call-to-action?

5. Is it on-brand? Does the color palette, image style and typography align with the standards for your brand? Does this piece have continuity with the other pieces in the campaign?

6. Is there any clutter that could be cut? Simplicity is usually most effective.

Your designer may not fully understand your overall big picture, and would welcome your thoughtful feedback to produce the highest quality deliverables. Ideally, you will provide feedback by marking the changes directly onto the proof using the commenting feature in Adobe Acrobat. Alternatively, you could type up a punch list of specific notes and send it via email. Happy proofing!