“The biggest disconnects between the materials we put out that worked and those that were proposed had to do with tone and style. What worked best were materials that were (a) non-inflammatory and sober, and (b) highly informative without being overly dense. Clarity and factuality were far more important than drama.
Citizens’ groups and causes have, as their first challenge, to establish credibility — especially in a rural area. Pungeant imagery and tough-talking text only works once that legitimacy has been established, if ever. Ease of use/legibility, and a lack of “trickiness,” are also important when distributing graphics in a community that is not overly design-savvy.”
From sampratt HERE