The Most Expensive Approval in Printing

An article by Mr Daniel Mungai (Print Production & Prepress Specialist)

Many years ago, while teaching a print production class, a student came to me with a question that has stayed with me ever since.

He had completed a design project for a client. The artwork was presented for review, and everything appeared to be in order. The colours looked vibrant, the layout was exactly as intended, and the client was happy with what they saw on screen.

Without hesitation, the client approved the artwork.

The file was sent to production.

A few days later, the printed materials were delivered—and shortly afterwards, so was a complaint.

The client insisted, "This isn't what I approved."

The printer referred to the approved file. The client compared it to the printed piece. The student looked back at his monitor.

Nobody seemed to understand where things had gone wrong.

Finally, the student asked me:

"Sir, what mistake did I make?"

My response caught him off guard.

"You didn't make a mistake."

Then I paused and added:

"At least, not on the screen."

The issue wasn't the design itself. The issue was the reference used for approval.

The client had approved an image displayed on a monitor. The printer produced a result based on inks, paper, press conditions, and manufacturing realities. Between those two different worlds, expectations diverged—and that's where the conflict began.

This is one of the most important lessons I teach when discussing print technology.

A monitor creates colour using light.

A printing press creates colour using a combination of:

• Ink systems

• Paper and substrate characteristics

• Screening methods

• Press calibration and operating conditions

• Colour management profiles

• Manufacturing tolerances

Once a design leaves the screen and enters production, it is no longer operating under the same conditions.

That is why colour proofing, colour management, substrate selection, and production planning are critical parts of the print process. They are not optional steps. They are the tools that help ensure everyone is evaluating and approving the same reference.

Over the years, I have become convinced that one of the most costly phrases in printing is:

"Approved on screen."

Because the customer never receives the screen.

They receive the printed product.

And when those two expectations are not aligned, disputes become almost inevitable.

Have you ever encountered a print project where the artwork was approved, yet the final printed result still led to disagreement or disappointment?

That is why always make sure you do a sample print with +/- 5 to 10% color tolerance. Different printers produces different results. Do take note.