Dictionary of Marketing Terms: flat proof
flat proof
in letterpress printing, a proof pulled before the printing platehas been processed to print evenly ( makeready process). The flat proof is proofread to check the accuracy of the copy and the overall look of the printed piece. The copy on a flat proof will be spotty in some areas and heavy in others, making the proof a poor-quality reproduction. However, it is necessary to pull a flat proof, because the makeready process is time-consuming and costly, and, therefore, all elements of the copy must be checked for accuracy and appearance before continuing the printing process.

