Why does my proof look different than my screen and my laser printout?

Laser printers and computer monitors produce colors differently than printing presses. Office printers and monitors produce color in the RGB (Red, Green, Blue) color spectrum. Printing presses produce color using the CMYK (Cyan, Magenta, Yellow, Black) color spectrum. The RGB spectrum is wider than the CMYK spectrum causing some colors (most notably red) to be a little less vibrant than expected. In some cases this can be alleviated using a fifth color unit and selecting a replacement ink color from the PMS color chart. Ask your salesman for more details.