Research into what works in voter education brochures and flyers

We worked with a selection of voter education materials that we thought were pretty good: clearly written, attractively designed, and with good information. We discovered that an ideal guide helps voters plan and act. These less experienced voters wanted specific instructions that would help them vote confidently. 

Here are a few of our key findings:

Use the space on the cover for useful information

The cover is not just decorative, but should communicate:

• The geographical area covered
• The elections and dates included
• The type of information
• The organization responsible
• Contact information

Start with a roadmap 

A table of contents or a simple list of the main topics helps voters understand what the booklet covers. For example, the Leon County Voters Guide opens with the announcement that there are “3 ways to vote.” Participants used this to make sure they read about all the options.

1 page: 1 topic. 1 topic: 1 heading. 

Clear headings, starting new topics on a new page, and a good structure for the topics mean that someone flipping quickly through the booklet doesn’t miss anything.

Use visuals to reinforce meaning. 

Icons, instructional illustrations, maps, and images of ballots were all helpful. They are particularly important for people who don’t read well.

Be specific about dates and deadlines. 

Formulas like “You must register at least 21 days before the election” forced them to solve a problem instead of just telling them. Chronological lists and calendar layouts both worked well.

Speak the voters’ language. 

We can’t say this enough. Elections are filled with specialized terminology that voters may not know. Here are some of the words that participants flagged as confusing:

• Canvassing board
• Contests
• Legislation
• Primary election
• Provisional ballot
• Remedial
• Unaffiliated
• Designate an agent
• Close of registrations
• Request guidelines

Include information about how to vote. 

Help voters know what to expect, no matter where they vote. Be sure to cover all the steps from signing in and the poll book to marking and casting the ballot.

This research was conducted by CCD co-founders Whitney Quesenbery and Dana Chisnell.

This report is based on interviews with 16 new voters. They were asked to look at examples of good printed voter education materials. Most of them were young and had voted for the first time in 2008 or 2012. They were men and women, black, white, and Hispanic, and included new citizens from Bolivia, Algeria, the Dominican Republic, Ecuador, and Eritrea.