The document discusses the challenges voters face in reading election materials, highlighting the importance of clear and simple language to ensure understanding. It outlines strategies for improving ballot instructions and voter guides, emphasizing the need for plain language and logical organization to facilitate voter education. Additionally, it provides guidelines for writing effective instructions that can accommodate various literacy levels and cognitive abilities.

1. Don't make me read!
Helping voters find the information they need
Whitney Quesenbery
Center for Civic Design
@civicdesign | @whitneyq

2. What makes election
materials so hard to read?

4. Ballots
 read easily?
 identify contests?
 find instructions?
 vote as intended?
How many
votes do I get
for governor?

5. Voter education
 read easily?
 identify sections?
 understand who can register
to vote
How many different
topics are there on this
page?

6. Ballot questions
 read easily?
 understand all of the
words?
 understand what the
question is asking?
 know how to vote?
Summary
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?

7. Absentee Ballot Request
 read easily?
 understand?
 complete accurately?

8. Absentee Ballot Request
 read easily?
 understand?
 complete accurately?

9. Absentee ballot
instructions
 read easily?
 follow instructions?
 complete absentee ballot
envelope correctly?
How do the
steps match the
pictures?

10. Absentee ballot
instructions
 read easily?
 follow instructions?
 complete absentee ballot
envelope correctly?

11. When voters can't understand the
ballot, forms, and voter guides
they think that elections are
difficult, confusing, and complicated.

12. 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.

13. 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

14. 43% of Americans have a reading disability
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

15. Even skilled readers may be
 rushed
 distracted
 tired
 stressed
 inexperienced
 confused

16. 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

17. We know how to fix that

18. Write for voters
using clear, simple
language

19. 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

20. Even simple election words can be confusing
Vote by mail
Early voting
Vote at the polls

21. Keep it as short as possible
Use Avoid
find locate, identify
help assist
make sure verify, validate, prompt
put incorporate
use utilize

22. Write for action
Answer questions

23. Voters ask questions in their own ways
What's on the ballot?
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?

24. Use active voice
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 the person doing the action before the verb
Before
Moving ahead is accomplished by touching the word Next
After
To go forward in the ballot, touch Next

25. Organize information
logically

26. Provide a roadmap

27. Provide clear choices
 Organize information by
activity or voters' goals
 Group information needed to
complete each option

28. Bite, snack, meal

29. 1 page: 1 topic
This information
was invisible

30. Plain language is a process

31. 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

32. 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

33. Let's untangle this ballot instruction
NOTICE
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.
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
NOTICE
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.
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

34. 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

35. 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

36. 3. Simplify the text to use common words
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.

37. 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.

38. 5. Add an illustration and a heading
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.

39. How can we improve these instructions?

40. This is Your Secrecy Envelope
What are the most
important things?
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.

41. This is Your Secrecy Envelope
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.
Or, just put your ballot in the 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.

42. Lets help voters follow these instructions
1. Put instructions in a logical order.
2. Clean up the text formatting.
3. Simplify the text.
4. Make the instructions active. Keep simplifying.
5. Add an illustration?

43. INSTRUCTIONS TO MAIL-IN VOTER
MARKING YOUR BALLOT:
1. MARK THE BALLOT FOR THE CANDIDATE OF YOUR CHOICE
2. INSERT COMPLETED BALLOT IN THE ENVELOPE
3. SEAL THE ENVELOPE (DO NOT DETACH THE CERTIFICATE).
FILLING OUT THE CERTIFICATE
Complete the certificate attached to the flap of this envelope and sign the certificate.
MAILING YOUR BALLOT:
1. Enclose the envelope with flap attached, in the outer return envelope.
2. SEAL THE OUTER ENVELOPE.
3. AFFIX PROPER POSTAGE IF MAILING
4. MAIL TO THE COUNTYR BOARD OF ELECTIONS AS SOON AS POSSIBLE. UNLESS THE
BALLOT IS RECEIVED BY THE COUNTY BOARD OF ELECTIONS BEFORE THE CLOSING
OF THE POLLS ON ELECTION DAY, IT CANNOT BE COUNTED
Text of the instructions

44. Let's help voters understand this ballot question.
Summary
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?
1. Put the phrases in
a logical order.
2. Find and change
(or define) words
voters might not
know.
3. Simplify the text.
4. Make sure the
meaning is clear.

45. Think about how voters will read the
form, instructions, or text

46. Can voters...
 read all of the information
easily?
 navigate through the
form to find everything
they need?
 identify the different
sections of the ballot or
form?
 find, read, and follow
instructions accurately?

47. 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

48. Can voters...
 understand what each
instruction means?
 follow instructions easily?
 complete the ballot
without making
mistakes?
 respond appropriately to
error messages?

49. Writing instructions voters understand
 At the beginning of the ballot
explain how to vote
 Put instructions where voters
need them
 Include information that will
prevent voters from making
errors
 Write short sentences
 Use short, simple, everyday
words
 Write in active voice, with the
person doing comes before
the verb
 Write in the positive
 When giving instructions that
are more than one step, use a
numbered list
 Keep paragraphs short
 Separate paragraphs by a
space

50. Field Guides
To Ensuring
Voter Intent

51. Field Guides

52. Whitney Quesenbery
whitneyq@centerforcivicdesign.org
@whitneyq
centerforcivicdesign.org
@civicdesign

53. Thank you.