Return ballot design analysis from Washington

We’ve gathered 5 principles from our research to improve the design of return envelopes in Washington and reduce the number of envelopes rejected.

Fewer words make the text easier to understand

Why is this principle important? Plain language makes text easier to read. Fewer words also allow for more white space around each block of text, so each element on the envelope stands out. This applies especially to the declaration.

Use visual cues to draw attention to important information

Text size, bolding and visual elements (like icons and boxes) are effective ways to highlight the most important elements of an envelope.

Why is this principle important? When voters don’t see important information or areas to sign and date the envelope, their ballot might not be counted. This is especially when voters miss the signature area and their ballot is rejected.

Create space between sections

Why is this principle important? White space is a buffer between each element on the envelope, helping voters see everything clearly.

Create a clear layout with a grid or column margins to align elements on the envelope

Why is this principle important? Combined with space between sections, organizing information with a clear flow helps voters scan the information easily. 

Put information where voters will find it

Why is this principle important? When information is in the right place, voters read it “just in time.” This applies especially to the reminder to sign and date the envelope and return deadlines.

This research was conducted by Fernando Sánchez and Whitney Quesenbery.

The 15 counties we analyzed were: Franklin, Ferry, Clallam, Greys Harbor, Pacific, Whatcom, Chelan, Pend Oreille, Pierce, Skagit, Cowlitz, Thurston, Island, Asotin, and Klickitat.

Our approach involved categorizing layout structures and analyzing the following sections within each envelope:

• Declarations
• Signature
• Witness
• Postmark and signature reminders
• County information