chapter  Chapter 8
13 Pages

The Markups

ByCarrie Beene

This chapter advises that before starting the job, readers should negotiate how many rounds the client gets for her or his money. A big spread like the one they are doing here typically gets at least four rounds and more often many more than that. If readers are working for a studio, the head retoucher will have gone over the file and gotten detailed instructions from the client (or the art director) and will go over these details with before readers begin addressing the markups. It will also help them see what a professional in the business would see and revise. Anytime readers do markups, they need to be very careful to zoom in closely to see if the changes they make are affecting silo edges or other aspects of their image, especially if they make color moves to large areas.