The Power of the Proofing Process

Goals are defined, the strategy is outlined, and the target is in sight—now it’s time to get creative so send in the artistic-types and ready the proofing support team! The proofing process is a powerful, collaborative effort that, when orchestrated correctly, will generate an end product that hits your target and makes an impact. Are you ready to proof like a pro? Read on to learn the proofing basics, get a useful Proofing Checklist, and discover some winning techniques that can help make all the difference.

The first stage of creative production typically starts when the agency provides the client with the first “Copy Proof”—which is a document consisting of the written portion of a marketing project. This proof is for the client team to review, provide additional information, and compile collective edits. Not to worry, the creative work is still on the shoulders of the agency’s creative team, but as part of the proofing team you play one of the most important roles in the creation. When your team has a special preference, an idea, or suggestion, your role is to effectively communicate those needs to your experts in the agency’s creative department. Have your team agree on edits and be very honest when you give them because when expectations are known, can they then be exceeded.

Amidst the red ink, sometimes it’s easy to forget that discussion, realization, and revisions are part of the natural progression of any great creation. The process itself has inherent value that can’t be achieved by any other means. So keep your eyes on the prize, trust the process, and prepare to be delighted because the very next proof you receive will reflect the new information and edits you provided.

Now the graphic artists get their eager hands on your project because the Copy Proof has been fine-tuned with your important input and is ready to be crafted into the first “Design Proof.” Based on the goals and needs discovered and identified during the initial stages of your project, the agency’s creative department will design a graphic composition that supports the goals, complements the copy, and makes your project come alive.

Just as your Copy Proofs benefited from thorough proofing, your Design Proofs also get the “fine-tooth” treatment, starting with a behind-the-scenes review process that happens in-house at the agency before it gets to you. Then it’s your team’s turn to do the same. Let your agency know exactly what you love and what you question about this Design Proof (no reason or request is refused) because understanding your specific needs are important to getting the finished piece just right. There may be another design proof, and another—but this process can go quickly and smoothly with productive input, effective communication, trust, and honesty.