It would be an understatement to say that 2020 has been a difficult and unsettling year. And now we’re in the middle of open enrollment—and the election—season. Those of us responsible for communicating important information to employees, participants, and the public understand that words matter and that messaging needs to be clear, concise, and easy to understand. But words alone won’t grab attention. Good design married to the right words will. You only have 8 seconds to grab people’s attention, because they’re constantly bombarded with information. And honestly, they’re simply overwhelmed.
In every communication I write, I strive to inform, educate, and engage people by telling them what this is about, what they need to do, and how it impacts them. And while I know the words I use and how I position the message is important, I also understand that without good design, words alone can’t capture their attention to inspire action with all the clutter out there.
This is why I love the Get Out the Vote campaign. The American Institute of Graphic Arts (AIGA), the professional association for designers, in partnership with the League of Women Voters, sponsors a civic-engagement initiative to promote public involvement in the election. AIGA members are invited to create nonpartisan posters and videos that inspire the American public to participate. The goal is to wield the power of design to motivate people to vote—similar to how benefits communications uses the power of words and design to change behavior and drive action.
AIGA’s Get Out the Vote campaign is an opportunity for designers across the nation to use their talents to help drive engagement and participation and, at the same time, demonstrate the value of good design to the public.
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