Has Proofing Gone ‘Soft’?

Sweeney—We prefer the term, “color-accurate, monitor-based, remote” proofing to “soft” proofing. An image doesn’t know whether it’s going to be on a soup can or in a magazine. From a color reproduction standpoint, packaging requires image capture, image manipulation, approval, and production—the same as in commercial workflows. However, virtual proofing is a disruptive technology; i.e., it disrupts the revenue stream for a number of parties. Vendors make a lot of expensive proofing material that goes in those proofing machines. Prepress houses drive a lot of revenue with that deliverable hard proof. Clients are reluctant to give up that hard copy proof because it’s the contract. There’s a lot at stake, a lot of liability, especially in food, tobacco, and pharma packaging. If you print a million Cheerios boxes wrong, somebody is in big trouble.