Methods and apparatus for proofing (644) a variable document intended for printing are disclosed in which a GUI (2000) is configured to allow user manipulation of layout rules associated with content containers within a template for variable document generation. Selective proofing (2100) involves proofing a plurality of variable data documents each formed from a common layout in which variable data content is placed into containers having locations and sizes within the layout and defined by layout rules. Measures of variation (2103, 2106) and measures of deviation (2109, 2110) are calculated. The measures of deviation are processed (2112) to give a deviation value. Once completed for each document, the deviation values of the documents are compared (2114) to identify at least one group of the documents for presentation for further assessment. Live proofing includes creating a layout (2002) for a variable data document based upon a template established in the GUI. A container (2010) is set in the template to form the layout, which is then modified to thereby generate an exemplary document by placing exemplary content into the container, wherein a dimension of the container and/or a position of the container are varied based upon a property of the placed content. The exemplary document is displayed in the layout via the GUI to enable visual proofing by the user.