Why a print proof looks different by the window
Compare the same proof under different lighting conditions to distinguish the effects of paper whiteness, ink, and illumination.
If a cream-colored business card appears neutral in your office but yellow in a storefront display, do not immediately change the color in your file. First, place a blank sheet of the same paper stock next to it. If both appear yellow, the lighting is the first thing you should investigate.
Include the conditions for approval on the delivery note.
When obtaining a proof from a printing house, ask which paper stock and production method were used. If possible, compare skin tones, neutral grays, and the brand’s primary color—all present on the same sheet—under the controlled lighting used by the printer for proofing. Relying solely on a smartphone photo for approval is problematic, as the phone’s automatic white balance can distort the colors.
When making a final decision for a restaurant menu, take a sample to a table during evening service. While the brand’s colors may remain acceptable, subtle gray text—such as prices—might disappear in dim lighting. In such cases, adjust only the tone or weight of the affected text. Writing the date and the name of the paper stock on the back of the approved proof will make future print runs much easier.