Michael Crick: what makes or breaks an election leaflet

Over the next four weeks literally millions of people will be browsing election leaflets from all parties of all banner, but most will get less that a cursory glance before being chucked in the rubbish – or hopefully the recycling.

Michael Crick sends this update on how to stand out from the crowd:

I’d better not comment on the content of this Ukip card structure, but it’s the most ingenious election publication I’ve ever come across – almost addictive.  It’s a brilliantly constructed card called Logoloop which keeps opening out and folding over.  The Ukip donor Alan Bown has donated 100,000 Logoloops to the party for this election.

Everyone knows that most voters discard traditional leaflets without ever bothering to read them.  But the makers of cards similar to these (with other material, rather than Ukip propaganda) have studied people’s  reactions, and found that they are so captivated by the design that they also read what’s on them.  According to the makers Giftpoint: “First you touch.  Then you play.  Then you remember.”