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Creating effective election materials and websites
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Transcript of Creating effective election materials and websites
Democracy is a design problemEffective voting materials and websites
Whitney QuesenberyCenter for Civic Design@civicdesign | @whitneyq
Utah Association of CountiesApril 29, 2015
Ballots read easily? identify contests? find instructions?
vote as intended?
How many votes do I get for governor?
Voter education read easily? identify sections? understand who can
register to vote
How many different topics are there on this page?
Vote-by-Mail Ballot Request
read easily? understand? complete accurately?
Does this look clear, or frightening?
Vote-by-Mail Request
read easily? understand? complete accurately? Can we say the
same thing in simpler words?
Absentee ballot instructions read easily? follow instructions? complete absentee
ballot envelope correctly?
How do the steps match the pictures?
Absentee ballot instructions read easily? follow instructions? complete absentee
ballot envelope correctly?
Untangle the steps.Get ready – then do. Illustrations for each step.
When voters can't understand the ballot, forms, and voter guidesthey think that elections are difficult, confusing, and complicated
(And they don't vote.)
There's a lot of forces behind difficult-to-read information
We've always done it like that!
The curse of completeness.
It's legal. It's supposed to sound like
that.
We don't have the resources.
Voters can't tell the difference.
Plain information is important because people...
have different degrees of literacy do not always read carefully. may have a cognitive disability or a visual disability that can affect
reading. may not know (or read) the language
well
43% of Americans don't read well
Below basic
30 million
14%
Basic
63 million
29%
Intermediate
95 million
44%
Proficient
28 million
13%
U.S. National Assessment of Adult Literacy http://nces.ed.gov/naal/kf_demographics.asp
We understand the problem
too much text
ignored or skipped
hidden steps
miss important actions
jargon and unfamiliar words misinterpret
meaning
instructions in the wrong place make mistakes
passive voice (ambiguity) guess what to
do
Elections are full of jargon• absentee ballot• canvassing board• contests• legislation• primary electon• provisional ballot• remedial• unaffilated
• early voting• rebuttal • redistricting• polls• change parties• endorsement• split your vote• affiliate
Even simple words can be confusing
Voting Option Before Election Day
On Election Day
Vote by mail Yesfrom home
Yesdrop off ballot
Early voting Yesin person
No
Vote at the polls
No YesIn person
Voters ask questions their own way Who do I support or vote for? Who is running? Who will I be voting for? Who are the candidates? Who supports the candidates? What are the candidates’ positions on [specific issue]? What are the ballot measures? What are the pros and cons for the measures? Does this measure mean a tax increases? How does the official guide compare to the TV ads? Who is in office right now?
What’s on the ballot
Answer questions
Center for Technology in Civic Lifeweb site templates (funded by Omidyar Network)inyoelections.blogspot.com
Write headings as questions or active instructions
Heading Style
Example Why it works
Question What is the last day to request a vote-by-mail-ballot?
Suggests a question that voters ask
Quasi-Question
How to request a vote-by-mail ballot
Suggests what the question the text will answer
Instruction Request a vote-by-mail ballot by October 29
Provides the answer to an implicit question
Show options clearly
Make options clear. Include real dates
(not "1 day before) Provide contact
information
Write directly to the readers
Vote Early – The Registrar of Voters office is open as a polling place for the November 5, 2013 Election, beginning on Monday, October 7, 2013 through Tuesday, November 5, 2013. You may vote a vote-by-mail ballot at the Registrar of Voters office.
Vote early in person
You may vote early at Registrar of Voters office, or at the voting centers listed on page 5.
October 7 through November 5 Monday – Friday, 8am to 5pm
Registrar of Voters4321 Franklin Avenue .
Use active voice and positive messages
Tell voters what to do rather than what not to do
Before If that oval is not
marked, your vote cannot be counted.
After You must fill in the
oval for your vote to count.
Put steps in order Use numbers for
steps that must be completed in order.
Use bullets for lists that are not step-by-step procedures.
Voters don't think like an election official
• They don't see elections as a process
• They’re unaware that their ballot could be unique
• They don’t think to look in the polling place lookup widget for ballots
• They don’t expect to have to give personal information to see a sample ballot
Provide roadmap A table of contents
acts as a roadmap. Clearly separate
different types of information
Defining the path Decide on the steps
or groups. Keep the point of
view clear. Fewer divisions is
usually better.
How to vote(1) Mark only with a writing instrument provided by the board of elections.
(2) To vote for a candidate whose name is printed on this ballot fill in the (insert oval or square, as applicable) above or next to the name of the candidate.
(3) To vote for a person whose name is not printed on this ballot write or stamp his or her name in the space labeled “write-in” that appears (insert at the bottom of the column, the end of the row or at the bottom of the candidate names, as applicable) for such office (and, if required by the voting system in use at such election, the instructions shall also include “and fill in the (insert oval or square, as applicable) corresponding with the write-in space in which you have written in a name”).
(4) To vote yes or no on a proposal, if any, that appears on the (indicate where on the ballot the proposal may appear) fill in the (insert oval or square, as applicable) that corresponds to your vote.
(5) Any other mark or writing, or any erasure made on this ballot outside the voting squares or blank spaces provided for voting will void this entire ballot.
(6) Do not overvote. If you select a greater number of candidates than there are vacancies to be filled, your ballot will be void for that public office, party position or proposal.
(7) If you tear, or deface, or wrongly mark this ballot, return it and obtain another. Do not attempt to correct mistakes on the ballot by making erasures or cross outs. Erasures or cross outs may invalidate all or part of your ballot. Prior to submitting your ballot, if you make a mistake in completing the ballot or wish to change your ballot choices, you may obtain and complete a new ballot. You have a right to a replacement ballot upon return of the original ballot.
(8) After completing your ballot, insert it into the ballot scanner and wait for the notice that your ballot has been successfully scanned. If no such notice appears, seek the assistance of an election inspector.
356 words
How to vote
Mark the oval to the left of the name of your choice.
To vote for a candidate whose name is not printed on the ballot, print the name clearly in the box labeled 'write-in', staying within the box.
Do not make any marks outside the spaces provided for voting. If you do, your ballot may not count.
The number of choices is listed for each contest. Do not mark the ballot for more candidates than allowed. If you do, your vote in that contest will not count.
If you make a mistake, or want to change your vote, ask a poll worker for a new ballot.
106 words
Let's untangle this ballot instruction
NOTICEIf you tear, deface, or make a mistake and wrongfully mark any ballot,
you must return it to the election board and receive a new ballot or set of ballots. To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name. To vote for a person whose name is not printed on the ballot, write the person’s name in the blank space, if any is provided, and darken the oval to the left.
TO VOTE, DARKEN THE OVAL NEXT TO YOUR CHOICE, LIKE THIS
1. Put the instructions in a logical order
TO VOTE, DARKEN THE OVAL NEXT TO YOUR CHOICE, LIKE THIS
To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name.
To vote for a person whose name is not printed on the ballot, write the person’s name in the blank space, if any is provided, and darken the oval to the left.
If you tear, deface, or make a mistake and wrongfully mark any ballot, you must return it to the election board and receive a new ballot or set of ballots
2. Remove centering and capital letters.
To vote, darken the oval next to your choice, like this
To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name.
To vote for a person whose name is printed on the ballot, darken the oval at the left of the person’s name. To vote for a person whose name is not printed on the ballot, write the person’s name in the blank space, if any is provided, and darken the oval to the left.
If you tear, deface, or make a mistake and wrongfully mark any ballot, you must return it to the election board and receive a new ballot or set of ballots
3. Simplify the words & sentences
To vote, fill in the oval next to your choice, like this:
To vote for a person whose name is printed on the ballot, fill in the oval at the left of the person’s name.
To vote for a person whose name is not on the ballot, write the person’s name in the blank space, and fill in the oval next to it.
If you make a mistake marking your ballot, return it to the election board and receive a new ballot or set of ballots.
4. Make the text active. Keep simplifying.
To vote, fill in the oval next to your choice, like this:
To vote for a person whose name is not on the ballot, write the person’s name in the blank space, and fill in the oval next to it.
If you make a mistake marking your ballot, ask a poll worker for a new ballot.
5. Add an illustration
To vote, fill in the oval next to your choice
To vote for a person whose name is not on the ballot, write the name in the blank space, and fill in the oval next to it.
If you make a mistake marking your ballot, ask a poll worker for a new ballot.
How might we make these instructions clearer?
Before you seal this envelope:1. Mark your ballot 2. Put the ballot in the small Official Ballot Secrecy Envelope and seal it3. Place the Secrecy Envelope inside this envelope.4. Sign the Voter's Declaration below
Voter's DeclarationI solemnly swear that • I am a qualified resident voter in Name County, Utah. • I am entitled to vote in the next election at the ___________ precinct• I am not currently incarcerated for a conviction of a felony
Name (print) ___________________________
Signature ____________________________
How might we make this ballot question easier to understand? What is this ballot
question asking? Is the information in a
logical order? What words might
voters not know?
Should the County Vehicle Abatement Program and vehicle registration fees (one dollar per vehicle and an additional two dollars for certain commercial vehicles payable upon registration of a vehicle) be renewed for a ten-year term beginning July 1, 2013, for the abatement and removal of abandoned, wrecked, dismantled, or inoperative vehicles?
How might we help voters follow these instructions more easily? What are the most
important things for voters to know?
Are these steps in the right order?
Is each one a separate step?
Are they all real steps?
Instructions to Vote Your Ballot:
1. Mark your ballot and enclose it in this Secrecy Envelope. You are not
required to use this or any Secrecy Envelope for your ballot.
2. Place this Secrecy Envelope containing your ballot in the colored Official
Ballot Envelope. Do not enclose your ballot and someone else’s in the
same colored Official Ballot Envelope. Every voter has the right to vote his
or her ballot in secret.
3. Sign your name at the X on the back of the outer colored Official Ballot
Envelope. Envelopes that are unsigned cannot be counted.
4. Your ballot must be postmarked no later than Election Day to be
counted. Ballots not mailed must be delivered to a Ballot-Drop Location
prior to 8:00 p.m. on Election Day.
How might make this form easier?
• Who will use this form?• Does the form speak directly to
them?• Are there any confusing words?• Can the layout be improved?
Can voters... read all of the information easily? navigate through the form to find
everything they need? identify the different sections of the
ballot, booklet, or form? find, read, and follow instructions
accurately?
Designing usable ballots
Use lowercase letters
Avoid centered type
Use big enough type
Pick one sans serif
font
Support process and
navigation
Use clear, simple
language
Use accurate
instructional
illustrations
Use informational
icons (only)
Use contrast and color
to support meaning
Show what’s most
important
Can voters... understand what each instruction
means? follow instructions easily? complete the ballot without making
mistakes? respond appropriately to error
messages?
Writing instructions voters understand
Put instructions where voters need them
Include information that will prevent voters from making errors
Write in active voice, with the person doing comes before the verb
Be positive – tell people what to do, not what not to do
When giving instructions that are more than one step, use a numbered list
Write short sentences Use short, simple,
everyday words Keep paragraphs short Separate paragraphs
by a space
Because voters can tell the difference
Report of Findings: Use of Language in Ballot Instructions, NIST IR 7556
No preference
Plain language version
Traditional version
0 10 20 30 40 50 60 70 80 90
9
82
9
Preference for style of instructions(% of participants)
How might we make this ballot question easier for voters
• What is this ballot question asking?
• What are the most important things?
• Is the information in a logical order?
• What words might voters not know?
Should the County Vehicle Abatement Program and vehicle registration fees (one dollar per vehicle and an additional two dollars for certain commercial vehicles payable upon registration of a vehicle) be renewed for a ten-year term beginning July 1, 2013, for the abatement and removal of abandoned, wrecked, dismantled, or inoperative vehicles?
How might we help voters follow these instructions more easily?
• What are the most important things for voters to know?
• Are these steps in the right order?
• Is each one a separate step?
• Are they all real steps?
Instructions to Vote Your Ballot:
1. Mark your ballot and enclose it in this Secrecy Envelope. You are not required to use this or any
Secrecy Envelope for your ballot.
2. Place this Secrecy Envelope containing your ballot in the colored Official Ballot Envelope. Do not
enclose your ballot and someone else’s in the same colored Official Ballot Envelope. Every voter has
the right to vote his or her ballot in secret.
3. Sign your name at the X on the back of the outer colored Official Ballot Envelope. Envelopes that are
unsigned cannot be counted.
4. Your ballot must be postmarked no later than Election Day to be counted. Ballots not mailed must be
delivered to a Ballot-Drop Location prior to 8:00 p.m. on Election Day.
How might we make this form easier?
• Who will use this form?• Does the form speak directly
to them?• Are there any confusing
words?• Can the layout be improved?
One solution
How to vote
1. Mark your ballot.
2. Put it in this Secrecy Envelope. You do not have to use this or any Secrecy
Envelope for your ballot.
3. Put the Secrecy Envelope in the colored Official Ballot Envelope.
Do not put anything but your ballot in the colored Official Ballot Envelope.
4. Sign your name at the X on the back of the outer colored Official Ballot
Envelope. Envelopes that are unsigned cannot be counted.
5. Mail your ballot. It must be postmarked no later than Election Day to be
counted.
Or, take your ballot to a Ballot-Drop Location before 8:00 p.m. on Election Day.