What’s the difference between a rough, a visual and a proof?

A rough is a sketch, with pencil on paper or a computer printout, that is usually of a low specification, used to indicate layout, design, or concept.

A visual is a more refined document, with a higher quality, intended to display the final look of a project. All details should be accurate, with the possible exception of colour, and this document will act as the approval stage for a job before it goes to production.

A proof is a very high quality document, produced in such a way as to emulate the print process as accurately as possible. Sometimes known as a ‘contract proof’ (often branded as Cromalin™ or Matchprint™) it is likely that you will be asked to sign directly onto the proof to indicate your approval of everything, including colour. The printer (the person actually operating the press) will use this document as a guide to gauge the accuracy of the printed material as it comes off the press, so it is extremely important that it is checked thoroughly; the person who signs takes responsibility for the job.