What mistake do venues make when designing the printed menu?

The mistake with a printed menu is designing it on screen and not on the paper: margins the trim eats, type that cannot be read in the table light and a PDF that is not the print file. The screen forgives; the paper does not.

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Print a proof at final size before the run. In Madrid it is approved on the laptop and the price falls in the fold. The paper proof is looked at in the venue, and only then does the run order go out.

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