{"id":70633,"date":"2021-03-26T11:24:58","date_gmt":"2021-03-26T11:24:58","guid":{"rendered":"https:\/\/www.solopress.com\/blog\/?p=70633"},"modified":"2021-06-24T16:16:28","modified_gmt":"2021-06-24T15:16:28","slug":"den-perfekte-valgfolder","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/da\/print-inspiration\/the-perfect-election-leaflet\/","title":{"rendered":"S\u00e5dan designer du den perfekte valgfolder, som v\u00e6lgerne ikke kan ignorere!"},"content":{"rendered":"
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Valgbrochurer er en stor del af enhver politisk kampagne - vi burde vide det, vi har selv trykt en eller to i vores tid.<\/p>\n

Men hvad g\u00f8r nogle kampagner mere effektive end andre?Vi var nysgerrige efter at h\u00f8re folks mening om emnet, s\u00e5 vi gennemf\u00f8rte en unders\u00f8gelse blandt 878 v\u00e6lgere for at finde ud af, hvad de egentlig t\u00e6nker, n\u00e5r de modtager en valgfolder. Her er vores resultater...<\/p>\n

Politiske overskrifter<\/u><\/b><\/h2>\n

Det f\u00f8rste s\u00e6t sp\u00f8rgsm\u00e5l i vores unders\u00f8gelse handlede om overskriften. Hvilken slags budskab foretr\u00e6kker folk at se p\u00e5 forsiden af en valgfolder?<\/p>\n

1. Hvilken type overskrift ville du foretr\u00e6kke at se p\u00e5 forsiden af en valgfolder? <\/strong>Et partislogan, en specifik politik eller et citat fra kandidaten?<\/em><\/h3>\n

Vi opdagede, at flertallet af vores respondenter foretr\u00e6kker at se en overskrift, der er skarpt fokuseret p\u00e5 et specifikt politikomr\u00e5de, frem for en mere generel hensigtserkl\u00e6ring. 56% af respondenterne sagde, at de ville foretr\u00e6kke at se en specifik overskrift. 25% foretrak et partislogan, og kun 19% \u00f8nskede at se et citat fra kandidaten. Dette er i modstrid med den fremherskende tendens, vi ser for mere generelle overskrifter, s\u00e5som \"St\u00e6rkt og stabilt lederskab i national interesse\" (Conservative, 2017). M\u00e5ske skulle de store partier skifte til mere specifikke overskrifter?<\/p>\n

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2. Hvad skal overskriften p\u00e5 forsiden af en valgfolder fokusere p\u00e5? <\/strong>Et hovedsp\u00f8rgsm\u00e5l eller flere sp\u00f8rgsm\u00e5l?<\/em><\/h3>\n

Hvis du v\u00e6lger at indlede med en politikdrevet overskrift, skal den s\u00e5 fokusere p\u00e5 \u00e9t emne eller omfatte en bredere vifte af politikker? 56 % af respondenterne sagde, at de foretr\u00e6kker at se en overskrift, der fokuserer p\u00e5 et hovedemne, mens de resterende 44% ville foretr\u00e6kke at se et mere generelt budskab, der fokuserer, s\u00e5 overskriften med en enkelt politik vinder med en lille margin.<\/p>\n

3. Hvad vil du helst l\u00e6re af overskriften? <\/strong>Hvad kandidaten st\u00e5r for eller er imod?<\/em><\/h3>\n

Overskrifter kan fremh\u00e6ve en positiv holdning p\u00e5 vegne af kandidaten, eller de kan koncentrere sig om noget, de er imod. Da vi spurgte folk, hvad de foretrak, foretrak et overv\u00e6ldende antal p\u00e5 88% en overskrift, der beskrev, hvad kandidaten st\u00e5r for, mens kun 12% foretrak en overskrift, der fokuserer p\u00e5, hvad kandidaten er imod.<\/p>\n

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4. Hvad skal overskriften fort\u00e6lle dig? <\/strong>Hvorfor du skal stemme p\u00e5 kandidaten, eller hvorfor du ikke skal stemme p\u00e5 modstanderen?<\/em><\/h3>\n

P\u00e5 samme m\u00e5de kan overskriften v\u00e6re en mulighed for selvpromovering eller en mulighed for at nedg\u00f8re oppositionen. If\u00f8lge vores unders\u00f8gelse vil langt de fleste mennesker dog hellere se dig argumentere for dit lederskab end v\u00e6re vidne til, at du kaster mudder p\u00e5 dine modstandere. 96% foretr\u00e6kker et positivt budskab.<\/p>\n

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Foto-muligheder<\/u><\/b><\/h2>\n

Et foto af kandidaten er en fast bestanddel af kampagnefoldere. Der skal dog tr\u00e6ffes beslutninger om, hvor billedet skal tages, hvem der er med p\u00e5 det, hvordan det skal besk\u00e6res, og endda hvilket ansigtsudtryk der skal v\u00e6re.<\/p>\n

5. Hvilken type foto vil du helst se p\u00e5 forsiden? <\/strong>Et foto af kandidaten eller et, der viser et problem i valgkredsen\/afdelingen?<\/em><\/h3>\n

Respondenterne var n\u00e6sten delt i to, da de blev spurgt om, hvor kandidaten overhovedet skulle optr\u00e6de. 52% foretrak et foto af kandidaten, og 48% foretrak at se et foto, der viser et problem i valgkredsen eller afdelingen. S\u00e5 m\u00e5ske er det i det mindste p\u00e5 forsiden ikke s\u00e5 selvf\u00f8lgeligt at vise et billede af kandidaten, som vi troede!<\/p>\n

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6. Hvilken slags billede af kandidaten vil du helst se? <\/strong>Hoved og skuldre eller hele kroppen?<\/em><\/h3>\n

Pr\u00e6cis hvor meget af kandidaten vil folk egentlig gerne se? 74% af dem, vi spurgte, foretrak at se et foto, der var besk\u00e5ret omkring hoved og skuldre, mens kun 26% foretrak et foto af hele kroppen.<\/p>\n

7. Hvordan vil du helst se kandidaten afbilledet? <\/strong>I deres valgkreds, med deres partileder eller professionelt i et studie?<\/em><\/h3>\n

Vi spurgte ogs\u00e5, om respondenterne ville foretr\u00e6kke at se kandidaten fotograferet i deres lokalsamfund, sammen med deres partileder eller knipset i et studie af en professionel. En overv\u00e6ldende andel p\u00e5 82% af respondenterne foretrak at se deres kandidat i den valgkreds eller afdeling, som de h\u00e5bede at repr\u00e6sentere. 11% foretrak et billede sammen med partilederen, og kun 7% ville foretr\u00e6kke at se et professionelt studiefoto.<\/p>\n

\"\"<\/a>8. Hvordan skal kandidatens ansigtsudtryk se ud? <\/strong>Glad og munter? Eller seri\u00f8s og forretningsm\u00e6ssig?<\/em><\/h3>\n

Da vi spurgte, om v\u00e6lgerne ville foretr\u00e6kke at se deres kandidat i et glad og muntert hum\u00f8r eller med et alvorligt og forretningsm\u00e6ssigt ansigtsudtryk, foretrak 68 % et smil, mens kun 32% foretrak et strengt udtryk, s\u00e5 det kan betale sig at v\u00e6re i godt hum\u00f8r.<\/p>\n

Retoriske sp\u00f8rgsm\u00e5l<\/u><\/b><\/h2>\n

9. Hvordan foretr\u00e6kker du, at en valgfolder skal skrives? <\/strong>Af kandidaten i 1. person eller om kandidaten i 3. person?<\/em><\/h3>\n

Unders\u00f8gelsen fortsatte med at sp\u00f8rge om den skriftlige stil i en valgfolder. Vi spurgte, om folk foretrak en folder skrevet i f\u00f8rste person (f.eks. \"Jeg er kvinden til jobbet\"), eller om de foretrak den i tredje person (f.eks. \"Hun er kvinden til hans job\"). Et stort flertal af 90% foretrak at l\u00e6se en folder, der var skrevet i f\u00f8rste person.<\/p>\n

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10. Hvilken tone foretr\u00e6kker du i en valgfolder?<\/strong> Passioneret og empatisk? Eller direkte og saglig?<\/em><\/h3>\n

Med hensyn til stemningen i det sprog, der blev brugt i brochuren, spurgte vi, om folk foretrak en lidenskabelig og empatisk tone eller en meget direkte og faktuel tone. Det var et t\u00e6t l\u00f8b, hvor kun 54% foretrak et direkte og faktuelt sprog frem for et lidenskabeligt og empatisk. Denne lige fordeling kan tyde p\u00e5, at et kompromis mellem de to tilgange kan v\u00e6re den mest effektive tilgang.<\/p>\n

Det st\u00f8rre billede<\/u><\/b><\/h2>\n

11. Hvad vil du helst l\u00e6re mere om? <\/strong>Partiets f\u00e6lles m\u00e5l eller kandidatens personlige prioriteter?<\/em><\/h3>\n

Vores n\u00e6ste sp\u00f8rgsm\u00e5l drejede sig om, hvorvidt folk foretr\u00e6kker at l\u00e6re mere om partiets overordnede m\u00e5l, eller om de foretr\u00e6kker at h\u00f8re kandidatens personlige synspunkter og prioriteter. Mens 52% i mindre grad foretrak at h\u00f8re om kandidatens personlige prioriteter, var det en ret lige fordeling med 48%, der var villige til at h\u00f8re mere om partiets manifest.<\/p>\n

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12. Er du interesseret i at l\u00e6se om kandidatens personlige liv og interesser?<\/strong><\/h3>\n

Kandidater giver ofte lidt personlige oplysninger om deres interesser, hobbyer og familieliv, m\u00e5ske for at tegne et bredere billede af, hvilken type personlighed de er. Men kun 44% af de mennesker, vi spurgte, forventede at h\u00f8re den slags oplysninger, og 56% sagde, at de specifikt ikke var interesserede i at h\u00f8re om kandidatens privatliv!<\/p>\n

13. Er du interesseret i at l\u00e6se om kandidatens professionelle\/politiske fortid?<\/strong><\/h3>\n

Vi spurgte, om folk var interesserede i at h\u00f8re om kandidaternes fortid i politik eller i deres professionelle karriere, og denne gang erkl\u00e6rede hele 80% af respondenterne, at de var interesserede. Disse to sp\u00f8rgsm\u00e5l viser, at hvis du vil inkludere oplysninger om kandidaten som person, kan det v\u00e6re bedre at v\u00e6gte de professionelle detaljer frem for de personlige.<\/p>\n

Fakta og tal<\/u><\/b><\/h2>\n

14. Forventer du, at folderen indeholder oplysninger om dato, tid og sted for valghandlingen?<\/strong><\/h3>\n

Vi spurgte, om l\u00e6serne forventede, at folderen skulle indeholde oplysninger om tid, dato og sted for selve valget, og hele 85% sagde, at de faktisk ville forvente, at disse oplysninger blev trykt. Det er helt klart en god id\u00e9 at s\u00f8rge for, at disse oplysninger er med i din folder.<\/p>\n

15. Hvordan foretr\u00e6kker du, at statistik bliver pr\u00e6senteret? <\/strong>Som skriftlige udsagn? Eller grafer og diagrammer?<\/em><\/h3>\n

En valgfolder vil ofte pr\u00e6sentere statistik og information for l\u00e6seren, s\u00e5 vi spurgte, om folk foretrak skriftlige udsagn eller grafer og diagrammer til at illustrere fakta og tal. Det ser ud til, at de fleste mennesker, 77% faktisk, finder information lettere at ford\u00f8je i form af grafer og diagrammer, mens kun 23% foretr\u00e6kker en skriftlig erkl\u00e6ring. Det er bestemt v\u00e6rd at overveje en grafisk fremstilling, n\u00e5r du skal pr\u00e6sentere statistiske oplysninger.<\/p>\n

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16. Hvordan foretr\u00e6kker du, at informationer bliver pr\u00e6senteret? <\/strong>I afsnit eller punktopstillinger?<\/em><\/h3>\n

Med hensyn til de specifikke pointer, som kandidaterne \u00f8nsker at f\u00e5 frem i deres skriftlige indhold, ser vi ofte, at de pr\u00e6senteres enten som tekstafsnit eller opdelt i punktopstillinger. Vi spurgte vores respondenter, hvad de foretrak, og to tredjedele (67%) foretrak bullets. S\u00e5 hvis du vil g\u00f8re din pointe klar og enkel, foretr\u00e6kker l\u00e6serne det, n\u00e5r dit skriftlige indhold er opdelt i forskellige bidder.<\/p>\n

God optik<\/u><\/b><\/h2>\n

17. Hvilken grafisk stil p\u00e5 valgbrochurer synes du er mest tiltalende? <\/strong>Skr\u00e5t eller ikke-skr\u00e5t?<\/em><\/h3>\n

Da vi kiggede p\u00e5 kampagnematerialer fra de seneste valg, bem\u00e6rkede vi en designtrend med skr\u00e5 grafik og tekstholdere, som n\u00e6sten minder om sovjetisk propaganda fra midten af \u00e5rhundredet! Vi var ivrige efter at se, om vores respondenter foretrak denne tilgang frem for mere traditionelle vandrette tekstbannere. P\u00e5 trods af de aktuelle tendenser foretrak 64% de ikke-skr\u00e5tstillede versioner, s\u00e5 det kan v\u00e6re, at en kantet grafisk designtilgang faktisk kan skade, hvordan din kampagne opfattes.<\/p>\n

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18. Hj\u00e6lper det at inkludere en valggrafik som f.eks. en stemmeurne eller en roset med at kommunikere form\u00e5let med folderen?<\/strong><\/h3>\n

For at blive ved de traditionelle designredskaber var vi ogs\u00e5 nysgerrige efter at vide, om traditionelle motiver som rosetten og valgurnen stadig har en plads i skiltningen af form\u00e5let med et valg.\u00a0folder<\/a>. Da vi spurgte folk, om de foretrak at se en stemmeurne eller en roset som en del af designet, sagde 64% ja. L\u00e6ren her synes at v\u00e6re, at du ikke skal lade din s\u00f8gen efter originalitet eller trangen til at undg\u00e5 klich\u00e9er tr\u00e6kke dig v\u00e6k fra visse designtroper, som l\u00e6serne forventer og bifalder, n\u00e5r det g\u00e6lder kampagnemateriale.<\/p>\n

19. G\u00f8r en veldesignet valgfolder dig mere tilb\u00f8jelig til at l\u00e6se indholdet?<\/strong><\/h3>\n

Men er design vigtigt, n\u00e5r det g\u00e6lder om at f\u00e5 sit politiske budskab igennem? Vi spurgte, om en veldesignet valgfolder gjorde folk mere tilb\u00f8jelige til rent faktisk at l\u00e6se selve indholdet, og 95% var enige i, at det gjorde det. Det ser ud til, at det er v\u00e6rd at investere tid og kr\u00e6fter i at f\u00e5 designet din folder rigtigt, hvis du \u00f8nsker, at dit budskab skal blive h\u00f8rt.
\n\"\"<\/p>\n

Skab den perfekte valgfolder<\/u><\/b><\/h2>\n
P\u00e5 baggrund af vores unders\u00f8gelsesresultater besluttede vi at skabe vores egen perfekte valgfolder. Hver af vores datadrevne designbeslutninger er nummereret, s\u00e5 du kan se, hvilke af vores resultater der har p\u00e5virket de enkelte elementer i folderen. Se, hvor mange du kan indarbejde, n\u00e5r du laver din egen overbevisende kampagne!<\/div>\n
<\/div>\n

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 <\/p>\n

Folket har talt<\/u><\/b><\/h2>\n

Vi h\u00e5ber, at du finder disse indsigter lige s\u00e5 fascinerende, som vi gjorde, og at de er nyttige, n\u00e5r du laver din valgfolder.<\/p>\n

Flyers og foldere er bare en del af en kandidats kampagnes\u00e6t. vores\u00a0Udskrivning af valg<\/span><\/a> side samler hele vores udvalg af uvurderligt trykt kampagnemateriale med gratis levering n\u00e6ste dag.<\/p>","protected":false},"excerpt":{"rendered":"

Election Leaflets are a big part of any political campaign \u2014 we should know, we’ve printed one or two\u00a0in our time. But what makes\u202fsome\u00a0campaigns\u00a0more effective than others?\u202fWe\u00a0were intrigued to hear people’s opinions on the issue, so we carried out a\u00a0survey of 878 voters to\u00a0discover what\u00a0they\u00a0really think when they\u00a0receive\u00a0an\u00a0election\u00a0leaflet. Here are our findings\u2026 Political headlines The […]<\/p>\n","protected":false},"author":134,"featured_media":70648,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[544],"tags":[634],"class_list":{"0":"post-70633","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-print-inspiration","8":"tag-flyers-leaflets"},"acf":[],"yoast_head":"\nHow To Design The Perfect Election Leaflet That Voters Can\u2019t Ignore! | Solopress UK<\/title>\n<meta name=\"description\" content=\"We asked you what makes the perfect Election Leaflet. 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