Placebo Proof
A particularly picky client wanted a PDF proof of his artwork e-mailed to him to approve before printing. Since he had originally supplied his artwork as a PDF, I simply e-mailed him back the original file. After reviewing this proof, he complained that the quality was not good, that the graphics were muddy, and that the text didn’t “pop.” I promised to “fix” it before printing and assured him it would look identical to his original artwork.
