{"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":"the-perfect-election-leaflet","status":"publish","type":"post","link":"https:\/\/www.solopress.com\/blog\/print-inspiration\/the-perfect-election-leaflet\/","title":{"rendered":"How to design the perfect Election Leaflet that voters can\u2019t ignore!"},"content":{"rendered":"
<\/div>

Election Leaflets are a big part of any political campaign \u2014 we should know, we’ve printed one or two\u00a0in our time.<\/p>\n

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<\/p>\n

Political headlines<\/u><\/b><\/h2>\n

The first set of questions\u00a0our survey\u00a0asked was to do with the headline. What kind of message\u00a0do people\u00a0prefer to see on the front of an\u00a0election\u00a0leaflet?<\/p>\n

1. Which type of headline would you prefer to see on the front of an election leaflet? <\/strong>A party slogan, a specific policy or a quote from the candidate?<\/em><\/h3>\n

We discovered that our respondents in the majority prefer to see a headline that\u2019s sharply focused on a specific policy area rather than a more general statement of intent. 56% of respondents said they would prefer to see a specific headline. 25% preferred a party slogan and only 19% wanted to see a quote from the candidate. This is at odds with the prevailing trend we see for more generalised headlines, such as \u2018Strong and stable leadership in the national interest\u2019 (Conservative, 2017). Maybe the big parties should shift towards more specific headlines?<\/p>\n

\"\"<\/p>\n

2. What should the headline message on the front of an election leaflet focus on? <\/strong>One main issue, or several issues?<\/em><\/h3>\n

If you do choose to lead with a policy-driven headline, should it focus tightly on one issue, or take in a broader range of policies?\u00a056\u00a0% of respondents said that they prefer to see a headline that focuses\u00a0on one main issue whereas the remaining\u00a044%\u00a0would prefer to see a more general message focusing, so\u00a0the\u00a0single-policy headline wins\u00a0by a narrow margin.<\/p>\n

3. What would you prefer to learn from the headline? <\/strong>What the candidate stands for, or against?<\/em><\/h3>\n

Headlines can highlight a positive stance on behalf of the candidate, or they can concentrate on something\u00a0that they oppose.\u00a0When we asked\u00a0people\u00a0which they\u00a0prefer,\u00a0an overwhelming 88%\u00a0favoured\u00a0a headline that spelt out what the candidate stands for,\u00a0with only 12%\u00a0preferring\u00a0one that focuses\u00a0on what the candidate stands against.<\/p>\n

\"\"<\/p>\n

4. What should the headline tell you? <\/strong>Why you should vote for the candidate, or why you shouldn’t vote for the opposition?<\/em><\/h3>\n

Similarly, the headline can be an opportunity for self-promotion, or an opportunity to disparage the opposition. According to our survey though, the vast majority of people would sooner see you make your case for leadership than witness you sling mud at your opponents, with\u00a096% preferring a positive message.<\/p>\n

\"\"<\/p>\n

Photo opportunities<\/u><\/b><\/h2>\n

A photo of the candidate is a mainstay feature of\u00a0campaign\u00a0leaflets.\u00a0There are decisions to be made\u00a0though\u00a0about where the photo is taken, who appears in it, how it\u2019s cropped and even\u00a0what facial\u00a0expression to adopt.<\/p>\n

5. Which type of photograph would you prefer to see on the front? <\/strong>A photo of the candidate, or one depicting an issue in the constituency\/ward?<\/em><\/h3>\n

Respondents were split almost half and half when asked about where the candidate should actually appear at all,\u00a0with\u00a052%\u00a0preferring a photo of the candidate and\u00a048%\u00a0preferring to see a photo depicting an issue in the constituency or\u00a0ward.\u00a0So maybe, when it comes to the front cover at least, featuring\u00a0a snap of\u00a0candidate isn\u2019t\u00a0the no-brainer we thought it was!<\/p>\n

\"\"<\/p>\n

6. What kind of photograph of the candidate would you prefer to see? <\/strong>Head and shoulders or full body?<\/em><\/h3>\n

Exactly how much of the\u00a0candidate\u00a0do\u00a0people\u00a0really\u00a0want to see?\u00a074%\u00a0of those we asked\u00a0preferred to see a photo cropped around the head and shoulders,\u00a0with only\u00a026% preferring a full-body photo.<\/p>\n

7. How would you prefer to see the candidate pictured? <\/strong>In their constituency, with their party leader or professionally in a studio?<\/em><\/h3>\n

We also asked whether respondents would prefer to see the candidate pictured in their community, alongside\u00a0their party leader,\u00a0or\u00a0snapped in a\u00a0studio by a\u00a0professional.\u00a0An overwhelming\u00a082% of respondents preferred to see their candidate in the constituency or\u00a0ward\u00a0that they hoped to represent.\u00a011%\u00a0preferred a picture alongside the party leader and only\u00a07%\u00a0would\u00a0prefer\u00a0to see a professional studio photo.<\/p>\n

\"\"<\/a>8. How should the candidate\u2019s facial expression appear? <\/strong>Happy & cheerful? Or serious & business-like?<\/em><\/h3>\n

When we asked if voters\u00a0would prefer to see their candidate in a happy and cheerful mood or with a serious and business-like facial expression,\u00a068\u00a0% preferred a smile with only 32%\u00a0preferring a stern expression, so it pays to cheer up.<\/p>\n

Rhetorical questions<\/u><\/b><\/h2>\n

9. How do you prefer an election leaflet to be written? <\/strong>By the candidate in the 1st person, or about the candidate in the 3rd person?<\/em><\/h3>\n

The survey went on to inquire about the written style of an election\u00a0leaflet.\u00a0We asked whether people preferred a\u00a0leaflet\u00a0written in the first person\u00a0(eg.\u00a0\u201cI’m the woman for the job\u201d) or whether they prefer it in the third person (eg.\u00a0\u201cShe’s the woman for his job\u201d). A\u00a0huge majority\u00a0of\u00a090%\u00a0preferred to\u00a0read a leaflet written in the first-person voice.<\/p>\n

\"\"<\/p>\n

10. Which tone of voice do you prefer in an election leaflet?<\/strong> Passionate and empathetic? Or direct and factual?<\/em><\/h3>\n

In terms of the mood of the\u00a0language used within the\u00a0leaflet,\u00a0we asked whether people preferred a passionate and empathetic tone of voice,\u00a0or a very direct and factual one.\u00a0It was a\u00a0close-run\u00a0thing,\u00a0with just\u00a054%\u00a0preferring\u00a0direct and factual\u00a0language\u00a0over passionate and empathetic.\u00a0This even split may\u00a0suggest\u00a0that\u00a0a compromise between the two\u00a0approaches\u00a0could\u00a0be the most effective approach.<\/p>\n

The bigger picture<\/u><\/b><\/h2>\n

11. Which would you prefer to learn more about? <\/strong>The party’s shared objectives, or the candidate’s personal priorities?<\/em><\/h3>\n

Our next question centred around whether people prefer to learn more about the party\u2019s\u00a0objectives overall,\u00a0or whether they prefer to hear the candidate\u2019s personal views and priorities.\u00a0While\u00a052%\u00a0mildly preferred to hear about the candidate\u2019s personal priorities, it was a pretty even split with\u00a048% willing to hear\u00a0more\u00a0about the party\u2019s\u00a0manifesto.<\/p>\n

\"\"<\/p>\n

12. Are you interested in reading about the candidate\u2019s personal life and interests?<\/strong><\/h3>\n

Candidates often supply a bit of personal information about their interests, hobbies\u00a0and family life, maybe\u00a0to\u00a0paint a broader picture of the type of personality\u00a0they\u00a0are. However, only\u00a044%\u00a0of people we asked\u00a0expected to hear\u00a0this kind of info, with\u00a056%\u00a0stating that they were\u00a0specifically not\u00a0interested in hearing about the candidate\u2019s personal life!<\/p>\n

13. Are you interested in reading about the candidate\u2019s professional\/political past record?<\/strong><\/h3>\n

We asked if people were interested in hearing about the candidates past record in politics or in their professional career, and this time\u00a0a huge\u00a080% of respondents\u00a0declared an interest.\u00a0These two questions demonstrate that if you\u2019re going to include\u00a0information about the\u00a0candidate as an individual, it may be better to weight it towards the professional,\u00a0rather than\u00a0personal, details.<\/p>\n

Facts and figures<\/u><\/b><\/h2>\n

14. Do you expect the leaflet to give information on the date, time and location of polling?<\/strong><\/h3>\n

We asked whether readers expected the leaflet\u00a0to provide information on the time,\u00a0date and location of polling for the election itself,\u00a0and\u00a0a significant\u00a085% said they would indeed expect this information to be printed.\u00a0Clearly, it’s a good idea to make sure this info is included in\u00a0your\u00a0leaflet.<\/p>\n

15. How do you prefer statistics to be presented? <\/strong>As written statements? Or graphs and diagrams?<\/em><\/h3>\n

An election\u00a0leaflet\u00a0will\u00a0often present statistics and information to the reader,\u00a0so\u00a0we asked whether people preferred written statements or graphs and diagrams to illustrate\u00a0the facts and figures. It seems most people,\u00a077%\u00a0in fact,\u00a0find information easier to digest in the form of\u00a0graphs and diagrams,\u00a0with only\u00a023%\u00a0preferring a written statement.\u00a0It\u2019s certainly worth considering\u00a0a graphic representation whenever you’re looking to present statistical information.<\/p>\n

\"\"<\/p>\n

16. How do you prefer pieces of information to be presented? <\/strong>In paragraphs or bullet points?<\/em><\/h3>\n

In terms of the\u00a0specific\u00a0points\u00a0candidates\u00a0wish to make\u00a0through their written content,\u00a0we often see\u00a0these presented either\u00a0as paragraphs\u00a0of text\u00a0or separated into bullet points. We asked our respondents which they preferred,\u00a0and\u00a0two thirds (67%)\u00a0favoured\u00a0bullets.\u00a0So,\u00a0if you want to make your point plainly\u00a0and simply,\u00a0readers prefer it when your\u00a0written content\u00a0is\u00a0separated\u00a0out into\u00a0distinct\u00a0snippets.<\/p>\n

Good optics<\/u><\/b><\/h2>\n

17. Which style of graphics on election leaflets do you find the most appealing? <\/strong>Slanted or non-slanted?<\/em><\/h3>\n

When we looked at\u00a0campaign materials from\u00a0recent\u00a0elections,\u00a0we’ve\u00a0noticed\u00a0a\u00a0design\u00a0trend for slanted graphics and text holding devices,\u00a0almost reminiscent of\u00a0mid-century Soviet propaganda!\u00a0We were keen to see if our\u00a0survey respondents\u00a0preferred\u00a0this approach\u00a0to\u00a0more traditional\u00a0horizontal\u00a0text banners.\u00a0Despite current trends,\u00a064%\u00a0preferred the non-slanted\u00a0versions, so\u00a0it could be that an\u00a0edgy graphic design approach can actually harm\u00a0how your campaign is perceived.<\/p>\n

\"\"<\/p>\n

18. Does including an election graphic such as a ballot box or rosette help communicate the purpose of the leaflet?<\/strong><\/h3>\n

Staying with traditional design devices, we were also curious as to whether traditional\u00a0motifs such as\u00a0the rosette and the ballot box still have a place\u00a0in\u00a0signposting\u00a0the purpose of an\u00a0election\u00a0leaflet<\/a>.\u00a0When we asked\u00a0people\u00a0whether\u00a0they\u00a0prefer to see a ballot box or rosette\u00a0as part of the design,\u00a064% said yes. The lesson here seems\u00a0to be that you shouldn\u2019t let the quest for originality,\u00a0or\u00a0the urge to avoid clich\u00e9,\u00a0drag you away\u00a0from certain\u00a0design tropes\u00a0that\u00a0readers expect and welcome when it comes to campaign material.<\/p>\n

19. Does a well-designed election leaflet make you more likely to read the content?<\/strong><\/h3>\n

But is design important when it comes to putting your political message across? We asked whether a well-designed election\u00a0leaflet\u00a0made people more likely to actually read the content itself,\u00a0and 95% agreed that\u00a0it did.\u00a0It seems that it\u2019s\u00a0well worth\u00a0investing some serious time and\u00a0effort\u00a0into getting your\u00a0leaflet\u00a0design right if you want your\u00a0message to be heard.
\n\"\"<\/p>\n

Creating the perfect Election Leaflet<\/u><\/b><\/h2>\n
Based on our survey results, we decided to create our own perfect Election Leaflet. Each of our data-driven design decisions is numbered, so you can see which of our findings influenced each element on the leaflet. See how many you can incorporate when you create your own compelling campaign!<\/div>\n
<\/div>\n

\"\"<\/a>
\n\"\"<\/a><\/p>\n

 <\/p>\n

The people have spoken<\/u><\/b><\/h2>\n

We hope\u00a0you find\u00a0these insights\u00a0as fascinating as we did, and that they\u00a0come in handy when creating your Election Leaflet.<\/p>\n

Flyers and Leaflets are just part of a candidate\u2019s campaign kit.\u00a0our\u00a0Election Printing<\/span><\/a> page brings together our full range of invaluable printed campaign material\u00a0with free next day delivery.<\/p>\n","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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Our survey results provide unmissable insight for anyone hoping to bring voters onside\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.solopress.com\/blog\/print-inspiration\/the-perfect-election-leaflet\/\" \/>\n<meta property=\"og:site_name\" content=\"The Latest Print and Design News | Solopress\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Solopress\" \/>\n<meta property=\"article:published_time\" content=\"2021-03-26T11:24:58+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-06-24T15:16:28+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2021\/03\/Blog-tile-election-01.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"900\" \/>\n\t<meta property=\"og:image:height\" content=\"675\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Danny Powell\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@solopress\" \/>\n<meta name=\"twitter:site\" content=\"@solopress\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Danny Powell\" \/>\n\t<meta name=\"twitter:label2\" content=\"Estimated reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"9 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.solopress.com\/blog\/print-inspiration\/the-perfect-election-leaflet\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/print-inspiration\/the-perfect-election-leaflet\/\"},\"author\":{\"name\":\"Danny Powell\",\"@id\":\"https:\/\/www.solopress.com\/blog\/#\/schema\/person\/0937555a256c22f94400f4b7e2329c09\"},\"headline\":\"How to design the perfect Election Leaflet that voters can\u2019t ignore!\",\"datePublished\":\"2021-03-26T11:24:58+00:00\",\"dateModified\":\"2021-06-24T15:16:28+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/print-inspiration\/the-perfect-election-leaflet\/\"},\"wordCount\":1792,\"publisher\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/print-inspiration\/the-perfect-election-leaflet\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2021\/03\/Blog-tile-election-01.jpg\",\"keywords\":[\"Flyers & Leaflets\"],\"articleSection\":[\"Print Inspiration\"],\"inLanguage\":\"en-GB\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.solopress.com\/blog\/print-inspiration\/the-perfect-election-leaflet\/\",\"url\":\"https:\/\/www.solopress.com\/blog\/print-inspiration\/the-perfect-election-leaflet\/\",\"name\":\"How To Design The Perfect Election Leaflet That Voters Can\u2019t Ignore! | Solopress UK\",\"isPartOf\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/print-inspiration\/the-perfect-election-leaflet\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.solopress.com\/blog\/print-inspiration\/the-perfect-election-leaflet\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.solopress.com\/blog\/wp-content\/uploads\/2021\/03\/Blog-tile-election-01.jpg\",\"datePublished\":\"2021-03-26T11:24:58+00:00\",\"dateModified\":\"2021-06-24T15:16:28+00:00\",\"description\":\"We asked you what makes the perfect Election Leaflet. 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