Can colour, design and accessibility make a significant contribution to resident board member elections? Will the use of colour and the effect of design on readability and resident motivation improve candidate and voter engagement?
Why Colour Matters in Election Communications
When it comes to resident board member elections, engagement is key. Many housing associations and resident groups struggle with low voter turnout and participation. One often overlooked factor that can influence engagement is the use of colour in printed election materials.
Research shows that colour enhances readability, captures attention, and improves information retention. So, can you afford not to use colour in your election communications?
In our experience the answer to both questions is yes it can. Having managed the election process for numerous ALMOs, TMOs and social housing providers, we have found that the effective use of colour and design can help raise awareness of elections, improve candidate nomination numbers and increase voter turnout. How is this done? Through well-designed, colour electoral materials such as nomination forms, candidate statements, election notices, ballot papers and marketing materials.
The Impact of Colour on Voter Engagement
Colour plays a crucial role in how information is perceived. Here’s how it can enhance your election materials:
- Increased Visibility: Black-and-white documents often blend into the background, whereas colour makes key messages stand out.
- Enhanced Readability: Using contrasting colours can improve clarity, making it easier for residents to understand important details.
- Emotional Connection: Colours evoke emotions that can drive action. For example, blue conveys trust and stability, while green signifies growth and community.
- Higher Response Rates: Studies indicate that people are more likely to engage with and respond to documents that use colour.
Overcoming the Cost Concern
A common hesitation about using colour printing is cost. However, when considering the potential return on investment—higher voter turnout, more informed residents, and a stronger community voice—the benefits far outweigh the expenses. Additionally, advances in printing technology have made colour printing more affordable than ever.
Best Practices for Using Colour in Election Materials
To maximise the impact of colour in your election communications, consider these best practices:
- Use Colour Strategically: Highlight key dates, instructions, and candidate information to draw attention.
- Maintain Consistency: Stick to your organisation’s branding to create a professional and recognisable look.
- Balance Aesthetics and Functionality: Avoid excessive use of colour, which can overwhelm the reader. Instead, use it to complement your message.
- Test for Accessibility: Ensure colour contrast meets accessibility standards for those with visual impairments.
The psychology of colour and engagement
Numerous studies have clearly demonstrated that colour communicates better than black and white. Indeed, research shows that colour visuals increase a subject’s willingness to read by as much as 80 per cent [1]. More importantly for those organisations wishing to improve engagement and increase voter turnout, further research discovered that the use of colour can increase motivation and participation by up to 80 per cent, and can enhance learning and improve retention by as much as 75 per cent[2] .
Colour appeals to our senses and we therefore tend to respond to it more positively. After all, we process the information around us in colour, so we naturally respond more favourably to it. Text is physically analysed by the left hand side of the brain, whereas colour is processed by the right. Materials that combine both text and colour accelerate the mind’s ability to assimilate and understand printed materials. Colour gives viewers an extra visual ‘tag’ and can help us to process, store and retain images and information more efficiently. In fact, the Pantone Institute has found that the understanding of any document can be increased by as much as 80 per cent if colour materials are used[3].
There is clear evidence that the use of colour materials, in conjunction with the election support of an experienced electoral services provider like UK Engage, can make a significant contribution to the success of any resident Board member election.
Contact UK Engage Today
Contact UK Engage today to ensure a seamless and reliable ballot process for your organization. With over 25 years of combined experience in electoral services and organizing AGMs, EGMs, and company referenda, UK Engage has the knowledge and expertise to handle any project involving balloting, surveying, or member engagement. Our commitment to quality and innovation, recognized through industry awards, guarantees impeccable service and unrivalled reliability.
Need expert guidance? Contact our team today to learn how we can help you create effective, eye-catching election communications that get results.
For more information about electoral engagement and our elections services for the housing sector:
Call UK Engage on 0161 209 4808 or email enquiries@uk-engage.org
References: [1] & [2] Loyola University School of Business, Chicago, IL., as reported in Hewlett-Packard’s Advisor, June 1999; (http://www.hpadvisor.com). [3] & [4] Pantone Institute, The Power of Colour http://www.mondigroup.com/products/PortalData/1/Resources/microsite_dsf/presentations/03_DSF_Transpromo_Kodak.pdf