VisualTHREE STEPS TOProofreading PROOFREADING PROPOSAL GRAPHICS BY ANN L. MOSS AND MIKE PARKINSON Visual proofreading is a process for graphics quality control (QC) that combines traditional proofreading with design validation and applies a consistent editorial style and repeatable proofreading workflow to ensure a proposal graphic conforms to editorial and stylistic conventions mandated by the RFP. This process is easy to implement and use, and provides a standardized approach to QC graphics that increases proofreading speed without sacrificing accuracy. This article demonstrates how to use visual proofreading, provides examples of how to proofread a graphic, and offers suggestions about modifying the system to suit an RFP’s unique requirements. A large stack of rendered graphics ar- STEP 1: PROOF THE CONCEPT rives on my desk, ready for their first QC checks. The graphics range from simple pie Graphics help evaluators process and charts to complex process graphics; I grab retain the information contained in a pro- the first one in the stack and begin check- posal. “Good graphics are excellent tools ing the graphics for errors. After reviewing for communication because readers of- all the graphics, I decide that there must ten acquire and retain information more be a better approach to QCing graphics, a quickly from graphics than from text. At methodology that allows me to quickly and the same time, a poorly designed graphic accurately check for grammar and spelling can convey incorrect or distorted infor- errors, and also concept and style errors. It mation.” [Editorial Eye compilation, 1996] is at this moment, accompanied by a Homer Proof the concept for the graphic, pause, Simpson “duh-oh,” that I realize I can adapt and ask these questions, which deter- my text proofreading skills and method- mine if a proposal graphic will help the ologies to create a systematic approach to evaluator assimilate the content quickly proofread proposal graphics—visual proof- and understand the point of the graphic reading. [Editorial Eye compilation, 1996]: The term “visual proofreading” is used 1. Did you choose the right graphic type? in publication design to denote checking (See Figure 1 at left) The graphic’s pri- the visual “look” of a page layout, but I have mary objective and the data or informa- tion to be communicated determine the adapted and expanded visual proofreading graphic type. For example, pie charts to include a three-part process for proofing show proportional relationships, bar graphics: first, proof the concept; second, charts show trends or compare quan- proof the graphic; third, proof the delivery tities, and process graphics depict a method. workflow or process. Did you choose the correct graphic type to quickly and accurately convey your information? [Rude, 2006] 2. Is the information correct and consistent with the other graphics and the proposal text? 3. Will the graphic supplement or replace proposal text? 4. Can the reader (evaluator) interpret the graphic without referring back to the proposal text? Figure 1. Compare these two quantitative charts. 5. Does the graphic clearly Notice the relative “weight” of Onsite Security in each graphic. support the writer’s points? 6. Can the reader quickly grasp the I met with Mike Parkinson, a visual graphic’s primary objective? Graphics communications expert, and together we should adhere to the “10 Second Rule.” mapped out a plan to develop a simple yet The main point of the graphic should be understood in 10 seconds or less. Is the effective process for visual proofreading. graphic overly detailed? Are there too This article shows you how to combine tra- many concepts presented in one graphic? ditional proofreading with design validation 7. Should the graphic be included? Does and apply a consistent editorial style and a the graphic have a purpose and offer repeatable proofreading workflow to ensure value to the reader? If it is not obvious, a proposal graphic conforms to editorial and the graphic only clouds the judgment of stylistic conventions mandated by the RFP. the reader. e APMP Spring/Summer 2008 Figure 2. This proposal graphic clearly shows the link between features and benefits and highlights a discriminator. 8. Is the graphic customer focused? Did the ment changes in a proposal graphic. Figure 3 graphic link features with benefits to the shows some common proofreading symbols customer? Were discriminators made that graphic designers should learn. obvious? (See Figure 2 above) Most copyediting and proofreading books TEP ROOF THE RAPHIC contain a list of proofreading symbols; one of S 2: P G the most widely used proofreading instruc- Using text proofreading methodologies tion books, Mark My Words by Peggy Smith, and proofreading symbols to correct errors is an excellent choice to not only learn proof- or revise a proposal graphic is the second reading symbols, but also understand how component of visual proofreading. This part they are used. of the process applies a VISUAL consistent editorial style and a repeatable proof- PROOFREADING reading workflow to en- BEST PRACTICES sure a proposal graphic AND CHECKLISTS conforms to editorial FOR PROPOSAL and stylistic conventions RAPHICS mandated by the RFP and G corporate style guide. Visual proofreading Before using proofread- is a holistic approach ing symbols to make to graphic QC; it com- changes to a graphic via bines graphic design hard copy markup, ask principles and produc- if your graphic designer tion printer checks, understands proofread- applies a consistent ing symbols. Learning visual look and edito- and using proofreading rial style, and considers symbols is not com- the graphic’s final de- monly taught in graphic livery medium. Effec- design schools, so begin tive visual proofreading the second part of the uses a repeatable and visual proofreading pro- documented workflow cess by ensuring your to ensure each graphic graphic designer knows is quality checked in these symbols and can the same manner and interpret your hard for the same errors. copy markup to imple- Checklists are the best Figure 3. Visual proofreading uses some of the more common proofreading symbols. ProposalManagement e method to track all the elements in a qual- your markup. Good communication ity check; they are easy to develop and use, eliminates confusion and ensures the and can be quickly modified and re-used to graphic designer can execute edits to the incorporate graphic specifications contained graphic. in each RFP. The checklists in the follow- • Run a spell check on all graphics. ing sections are not exhaustive, but provide • Proofread proposal graphics using hard examples of things to consider when proof- copy printouts. reading graphics. • Print neatly and, preferably, use a red VISUAL PROOFREADING pen to make proofreading symbols on the hard copy. In instances where red BEST PRACTICES pen marks would not be visible, use a The following best practices provide a Sharpie pen or Post-it notes to make standardized approach to QCing graphics your markups. and increases proofreading speed without • Modify the visual proofreading checklist sacrificing accuracy. Some of the most valu- to include every element being proofed. able proofreading checklists and techniques • Make one proofreading pass per are not contained in books, but are learned by checklist item. Break down proofreading working with highly experienced proofread- into a series of small tasks. For ers, some of whom have generously shared example, check that all the boxes on their techniques for this article. an organizational chart are the same size, then check that all the reporting • Review the RFP for font type and lines (solid or dashed) are correctly point size for graphics and proposal positioned. Checking for only one text, leading, margins, and any other design element or one editorial style technical requirements that affect per proofreading pass increases speed graphics. without hampering accuracy. • Use standard proofreading marks to • Start proofreading at the upper left of indicate changes to a proposal graphic. If the graphic and read horizontally from your proofreading symbols deviate from left to right, when you come to the end the standard, communicate of the printed page, scroll down “a line” those deviations then continue proofreading from left to the graphic to right. Repeat this “line scrolling” for designer before a vertical (top to bottom) proofreading they receive pass through the graphic. • Proofread the graphic backwards. Start at the bottom right of the printed page and proof from right to left, then bottom to top. Reviewing the graphic from a different perspective highlights errors that may have been overlooked. 0 e APMP Spring/Summer 2008 • Turn the graphic 90° left or right to – Does the graphic reinforce the check for spacing and balance. proposal text? • Look at the graphic from a distance. – Verify that the graphic does not Stand the printed page upright, step contradict the proposal text or any back about three feet and look at the tables surrounding it. graphic from a greater viewing distance. – Is the graphic as close as possible An unusual viewing distance reveals to the proposal text that discusses shapes or color combinations that it? Locating the graphic near the appear differently when they are viewed proposal text it illustrates increases at normal reading distance. From a reading retention. distance, you may notice unwanted emphasis or visual “weight.” • Does the graphic use the same terminology as the RFP? If the RFP • If you have proofread the graphic refers to an “equipment burn in” period, through several revisions and proofing then the graphic should not depict an cycles, you may become so familiar with “equipment break in” period. the graphic that you overlook any new or remaining errors. Beat the proofreader’s • If the graphic contains an acronym, fatigue and ask a co-worker to proof the was it spelled out previously in the graphic for you. proposal text? If this is not the case, then you must spell out the acronym in the • After a long or intense proofreading graphic.