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Dos and don’ts in printed electoral material

In Bristol and surrounding areas, the race for the upcoming Mayoral election on May 6th is ramping up.

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Solopress has revealed the dos and don’ts for printed election leaflets

Printed election products can be seen across the city, from postal campaign materials to placards and posters supporting different parties. It is clear the important role print plays in elections. 

A new survey by Solopress reveals the dos and don’ts for printed products in election campaigns. 

The firm spoke to 878 of its customers to find out what approaches they valued the most in terms of headline content, tone of voice, presentation, and design.

A headline is a tool which can either draw readers in or turn readers off in one quick glance. Solopress found that when it comes to an election leaflet, the majority of people prefer a headline that outlines a specific policy area rather than a vague statement of intent.

Based on its customer’s responses, the firm produced an ‘ideal’ election leaflet

“This is at odds with the prevailing trend we see for more generalised headlines, such as ‘Strong and stable leadership in the national interest’,” the company explains. This headline was taken from the Conservatives in 2017.

A large smiling image of a candidate is commonplace on election leaflets and printed products, however the survey found people were in two minds over whether images of candidates should even appear at all.

Around 48% of respondents prefer to see a photo depicting an issue in the constituency or ward whilst 52% like to see a photo of the candidate.

95% of people are more likely to read the content if a leaflet is well designed

In terms of how the leaflet is written, first person was the clear favourite with 90% of respondents preferring this to third person. Tone of voice preferences were also close with 54% favouring a direct and factual tone of voice over a more passionate and empathetic feel.

Other preferences included the inclusion of statistics and figures, and “non-edgy” graphic design for the visuals such as slanted text.

Highlighting the importance of high quality printed products such as election leaflets in the success of campaigns, the survey found that 95% of people are more likely to read the content if a leaflet is well designed.

If you have any news, please email carys@linkpublishing.co.uk or join in with the conversation on Twitter and LinkedIn.


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