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the vocal project an mfa thesis project by sarah fiske academy of art university 79 New Montgomery St. Fifth Floor San Francisco, CA 94108 project website: vocal-project.org directors & advisors: Phil Hamlett Jeremy Stout Dave Gottwald
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preface
Vocal is based on the premise of creating better educated voters through effective design. Vocal provides its users with a personalized voting guide, customized to their districts and the issues that directly affect them. Users get simplified and clear information on their local candidates in an informed and non-partisan way.
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CONTENTS
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CONCEPT B a c kg ro u n d
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P ro b l e m
DESIGN Key w o rd s Lo g o d ra f t s Lo g o b ra n d s ta n d a rd s
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RESEARCH D a ta & s ta t i s t i c s Audience
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140
DEPLOY We l c o m e p a g e
Fo c u s g ro u p s
We b s i te
U s e r te s t i n g
App
U s e r Fe e d b a c k
Campaign
DEVELOPMENT Concept development We b s i te d e v e l o p m e t Icons development Campaign development
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CONCEPT
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background :
WHY POLITICS? I personally have found myself at the polls, more times than I care to admit, staring at my ballot not really knowing what I was voting for. I had not done any real research on the issues or candidates I was voting on, and just wanted to do my civic duty and cast a ballot. What’s even worse, is that many times I would go off what other people had told me, or what I had seen in an ad. In other cases, I would vote along party lines—really my parent’s party lines because, well, they were my parents and they knew best, right? I soon found after starting to pay taxes and live on my own, that what affects my parents, doesn’t always affect me, or my friends or my
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co-workers. We all come from different experiences that lead us to different values and beliefs that cause us to vote different ways. I am a passionate person, especially when it comes to certain issues and topics and I realized that to really make a difference and have a voice, I have to not only vote, but be smart about my vote. I began to wish that there was a way that I could do quick and easy research on the issues that affected me so that I could make educated decisions while at the polls. That was the birth of the idea of Vocal.
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“Being adequately informed is
a democratic duty, just as the vote is a democratic right. A misinformed electorate, voting without knowledge, is not a true democracy.� j ay g r i f f i t h s
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PROBLEM To discover where the problem really lied, I did quite a bit of looking at the numbers. The following pages are summaries various statistics surrounding this topic.
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139
out of
172
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us ranks 139 out of 172 democracies in the world in voter participation *
*International Institute for Democracy and electoral assistance
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W17 H 18
H Y ? 72 19
“Too many people t do not understand political system wo
Ju
“A
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today d how our orks.”
ustice Sandra Day O’Connor, A Democracy without Civics?”
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Only
33%
of citizens can name all three branches of government*
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*US News and World Report
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problem i
EDUCATION To truly have a successful Democracy, there must not only have voters, but well educated voters, and I believe that America has fallen short on that. There is such a push to get people to the polls, but what about educating them on the actual topics at hand before they get there? I see all the posters and ads to “Rock the Vote� and I am in no way against that, but are all those people who are rocking the vote know what they are voting for?
prevalent, is that people are now voting on issues that they know little to nothing about, but instead voting just along party lines, or from what a friend posted on Facebook. It’s more important than ever to have not only more voters, but more educated voters to make decisions for us and our city.
This is an issue about education. From an early age, students are not being educated about politics, or our political system and therefore do not understand the implications or lack of action that comes with not voting. What is even worse and becoming more and more
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problem ii
ENGAGEMENT The other element to this thesis project is the lack of political engagement on a local level. At first I wanted to focus this project on national politics, but the facts were staring me in the face: The voter turnout for local elections are significantly lower than for national elections. That’s when I decided to make this project about how to educate and engage voters on a local level—where voters see the results of their votes first-hand. With the way that things are now, it requires so much effort to be informed and engaged with local politics that many people don’t have the time or desire. I wanted to engage voters and be able to show them immediately how they’re vote and say matters and ultimately makes a difference.
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RESEARCH
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Data & Statistics To discover where the problem really lied, I did quite a bit of looking at the numbers. The following pages are summaries various statistics surrounding this topic.
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POLITICAL EDUCATION FINDINGS: The issue first lies with the absence of political education in our school system. This ultimately leads to a lack of political engagement in this country because no emphasis is put on the importance of who and what we vote for makes a difference. Even worse are the statistics on the amount of students who even understand the basics of how our government functions.
33%
24%
of citizens who can name all
of 12th graders scoring
three branches of government
proficient or above on a 2010 national civics exam
139 out of 172
49%
us rank in democracies in terms
of eligible hispanic voters that
of voter participation.
voted in 2008
66.1%
65.2%
that voted in 2008
voted in
of eligible caucasian voters
of eligible black voters that w
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DEMOGRAPHICS FINDINGS: Ethnicity, education and income have a significant impact on political awareness, knowledge and activism. The most drastic difference was with college educated citizens. Those with a college education were much more likely to vote than those without.
* Voter turnout by education
Voter Turnout
65%
College or more
55%
High school or less
45% 35% 1998
2002
Year
2006
2010
* Voter turnout by household income Voter Turnout
65% 55%
Above $75K Below $50K
45% 35% 1998
2002
Year
2006
2010
* Voter turnout by ethnicity Voter Turnout
55% 45%
White Black
35%
Hispanic Asian
25% 1998
2002
2006
2010
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TV/WEBSITES FINDINGS: Political TV shows play an important role when it comes to informing the public on politics. more than half of the viewers of The Daily Show, or the Colbert Report have a high political awareness level.
Visitors of TV News Websites: % of watchers have a high political
% of watchers have a low political awareness level
awareness level
23% 44%
% of watchers have a moderate political awareness level
33%
Viewers of The Daily Show / The Colbert Show & their political awareness: % of watchers have a low
% of watchers have a
political awareness level
high political awareness
21%
% of watchers have
25%
level
54%
a moderate political awareness level
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SOCIAL MEDIA FINDINGS: A great deal of political information is shared online. Over half of the people online have posted or reacted to a political post that was made.
60% of american’s use some sort of social media
38%
Have discovered through a friend’s post that his/her political beliefs were different than the user thought they were.
11%
Found out who their friends voted for online in the 2010 election
60% that are on social 66% of those have made or reacted to a political post. out of the media,
9%
Of online adults received candidate or campaign information on social networking sites or Twitter.
7%
Friended a candidate or political group on social media. 7% also joined or started a political group on a social media site.
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VOTING BY AGE FINDINGS: Young voters are the least likely to show up to the polls. They are more likely to vote as they get older because they feel as though they are more affected by government policies and actions.
Percentage of age group that reported voting 100%
75%
50%
25%
5% 18-24 25-44 45-64
Age Group
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WHAT IS OUT THERE? FINDINGS: Possibly the closest thing that come to Vocal is Project Vote Smart, however all these sites all focus on National Election. Not only that, but within each site, there is still buried information that is very hard to make your way through. Additionally none focus on the voter information guide, which is the most non-partisan information guide.
INSIGHT #11
Almost all media focuses on large/ national scale elections
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TARGET AUDIENCE Through my research, it was clear that the audience that I needed to reach were young voters. I wanted to start at 18 because at that age, they are likely to just vote how their parents voter, even though it’s important that they are educated on what they are actually voting on, due to the fact that what affects their parents may not affect them. I wanted to go as high as 29, because there is still a very low turnout even at that age, and they are greatly affected by governement’s choices and actions.
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REGISTRAR OF VOTERS ALAMEDA COUNTY PO BOX 63402 OAKLAND, CA 94610 (702) 455-VOTE
Non Profit Org U.S. Postage Paid Arlington, VA Permit No. 389
RETURN SERVICE REQUESTED
1 VOTER REGISTRTION CARD
ALAMEDA COUNTY, CALIFORNIA
Date of birth Occupation Hometown Hobby Party
1/26/1986 ARTIST OAKLAND SKATEBOARDING DEMOCRAT
TREVOR JUDGE 4208 ADELINE STREET OAKLAND, CA 94608
Details Parents SINGLE MOTHER
Roomates 2 GUYS
Pets 1 CAT
Siblings 1 BROTHER
TREVOR JUDGE 4208 ADELINE STREET OAKLAND, CA 94608
SIGNATURE OF REGISTRAR
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REGISTRAR OF VOTERS CITY AND COUNTY OF SAN FRANCISCO 1 DR CARLTON PLACE SAN FRANCISCO, CA 94104
Non Profit Org U.S. Postage Paid Arlington, VA Permit No. 389
RETURN SERVICE REQUESTED
1 VOTER REGISTRTION CARD SAN FRANCISCO, CALIFORNIA
Date of birth Occupation Hometown Hobby Party
9/1/1984 PROJECT COORDINATOR DENVER, CO SURFING INDEPENDENT
SARAH FISKE 2428 BUSH ST. SAN FRANCISCO, CA 94115
Details Drives XTERRA
Reads Pets DSGN BLOGS 2 DOGS
Siblings 1 BROTHER 1 SISTER
SARAH FISKE 2428 BUSH ST. SAN FRANCISCO, CA 94115
SIGNATURE OF REGISTRAR
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REGISTRAR OF VOTERS CITY AND COUNTY OF SAN FRANCISO 1 DR CARLTON PLACE SAN FRANCISCO, CA 94102
Non Profit Org U.S. Postage Paid Arlington, VA Permit No. 389
RETURN SERVICE REQUESTED
1 VOTER REGISTRTION CARD SAN FRANCISCO, CALIFORNIA
Date of birth Occupation Fav. Subj. Hobby Party
1/26/1994 HIGH SCHOOL STUDENT MATH SHOPPING INDEPENDENT
LEIGH CHOU 1621 39th AVENUE SAN FRANCISCO, CA 94122
Details Drives HONDA CIVIC
GPA 3.7
Pets 1POMERANIAN
Siblings 1 BROTHER
LEIGH CHOU 1621 39th AVENUE SAN FRANCISCO, CA 94122
SIGNATURE OF REGISTRAR
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REGISTRAR OF VOTERS FAIRFAX COUNTY PO BOX 10157 ARLINGTON, VA 22207 (702) 455-VOTE
Non Profit Org U.S. Postage Paid Arlington, VA Permit No. 389
RETURN SERVICE REQUESTED
1 VOTER REGISTRTION CARD FAIRFAX COUNTY, VIRGINIA
Date of birth University Major Minor Party
10/2/1992 VIRGINIA TECH JOURNALISM INTRNATL. STUDIES REPUBLICAN
CHASE BOYD 6238 27th Street North ARLINGTON, VA 22207
Details Fraternity KAPPA SIGMA
GPA 3.2
Pets 1 BEAGLE
Siblings 1 SISTER
CHASE BOYD 6238 27TH STREET NORTH ARLINGTON, VA 22207
SIGNATURE OF REGISTRAR
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HOW ARE THEY AFFECTED? FINDINGS: When speaking with various members of my target audience, many didn’t see the connections from one topic to the another. Therefore, one issue that they follow, care about and vote on, might be linked to another issues and topic that they should pay attention to. One example of this is marijuana legalization. This topic concerns more than just the legalization of the drug. Government finances, taxes and much more are tied-up to this topic.
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marijuana legalization
government debt
taxation
disability regulation
unemployment
The legalization of marijuana has its pros and cons. As a con, it is legalizing a drug that could decrease productivity and can be seen as a gateway drug to other, more serious, drugs. However it can also be taxed, helping bring in money to the government.
international intervention
natural resource
occupy wall street
big banks
military funding
oil
war
regulation
While oil is a necessary natural resource to run this country, it has also catapulted this nation into conflict with countries abroad as well as internal conflicts and debates.
education
economic crisis
media
jon stewart
cnn
debates
stock market stephen colbert political awareness
regulation
Occupy Wall Street had many messages that were trying to be conveyed, but the primary message was against the bailout of big banks and representing what they saw as the 99% of the population.
The media is the primary source of information for a good portion of the public. Because of that, the media’s biased opinions can have an effect on the public’s opinions.
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FOCUS GROUPS In order to get answers, I had to ask the right questions. Before figuring out how I was going to solve for this issue of political education, I needed input from my target audience. I gathered 19 people from various political backgrounds and got them in a room to discuss politics. From this focus group, I gained a great deal of insights that led the design decisions.
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QUESTIONS:
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During a Presidential election, how much research do you do on congressional candidates, local issues (i.e. propositions) and other issues/ people, or do you just pay attention to the Presidential candidates?
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When it comes to political ignorance, is the main issue that people don’t care, a lack of resources, education, or a combination?
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Would you say that you are a more educated voter than you were five years ago? If so, what made you become a more educated voter?
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How often / likely are you to just vote along party lines?
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How much time on average do you spend reading voter guides before each election?
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Have you ever voted on a subject / candidate that you knew little about?
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Which resources / news sites do you use to do research? If you use media channels, which ones do you consider the most credible and why?
After doing research, are you ever surprised to find that you agree with a candidate from the opposite party on any subject? If so, did you re-consider your opinion?
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What makes someone an educated voter? How much do they have to know to be considered an educated voter?
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Is it more important to have fewer, educated voters, or more voters that know a little less about what they are voting on?
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Do ads or media ever have a significant impact on your political opinions or how you vote?
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Do you find that you usually seek out media and news that confirm your opinions?
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What topics affect you most / do you pay the most attention to? - Economics - International affairs - Social issues
What do you think is the biggest issue facing voters today? (i.e. lack of credible resources, too much / too little information, disinterest in candidates and /or topics)
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INSIGHT .01
an individuals community , family and friends have a significant impact on their political knowledge and activism. The focus group began with the idea that people are complacent or they are proactive depending on why they surround themselves with and what sort of communities they are involved in. Those whose significant others were politically involved were especially impacted given that they had a friendly source of information close to them. Others saw facebook and other social media outlets as a “community� that fostered political education, although it may be more biased. Several comparisons were made of San Francisco and participant’s hometowns and it was concluded that San Francisco is a community that fosters political education and awareness, but in many other parts of the country, such as Tennessee or central valley California, that may not be the case, and many people remain ignorant unless they surround themselves with politically active people.
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INSIGHT .02
no matter what side of politics people are on, people likes to have a sources that provide both sides of the argument. As one member stated, “as long as you get both sides of the argument, then you feel informed and you can decide which side of the argument you agree with, as opposed to just getting a flier saying, ‘this is how you should vote.’ ” When voters feel as though they have heard and weigh both sides, they are more confident in their positions and confident in the way they vote.
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INSIGHT .03
typical media is good for making people aware of the issues, but not for education — not at giving you the facts. A significant portion of people get their political knowledge from TV, various websites, news channels and social media. However, the amount of these sources that educate the voter on the basics of various ballot measures and candidates is slim. Besides that voter information guide, which people still pay to post arguments for and against, and a handful of websites, there is a lack of places where you can go to truly get educated on the fact. Social media, especially sites like Facebook are great tool to get people talking, but then there needs to be a way to educate them.
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INSIGHT .04
politics need to be more approachable and friendly. There was a great deal of discussion about needing to have a friendly and approachable source of information online where the information is clear and easy to understand. Many in the focus group agreed that it seems as though political papers and the voter information guide was written for only those in politics and not the general public. There needs to be a source for the general public to relate to and understand.
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g n i v a h t u d o n b a a e s ’ l “It alatab source e p r a ndly tion” a e i r m f nfor i f o
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“Yo uc peo an the ple on use m cru m talk boar edia t o c d i i n a a tho l st g, b nd get se p ep g u e t t sor w t e h h opl e t e r t and hro e a e yo re’s a ma ugh nd h u ed ke e t h edu e in lp th ucate cat fom em ed a dec tion isio ns. ”
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USER TESTING After the website and app were starting to come together, based on the insights and comments I received from the focus group, I then began to do some user testing to see what kinks needed to be worked out. I got some great feedback on what people wanted to see more of, less of and overall what was working and not.
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WHAT WAS TESTED websites, app and brand: Some of the most significant feedback that I got was that I need to be clear that Vocal is not a site that you can actually vote through. One user was explaining how she could see several of her friends using this and thinking that when they choose yes or no, that they are actually submitting a vote. That got me thinking, however, about the future of Vocal and how that could be an option. The other feedback that I got that somewhat changed my focus a bit was the importance of the My Ballot page and how more should be put on that page such as the option to share your vote and the send to my pphone only on that page instead of every ballot and candidate’s page.
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VO C AL WEB SITE: There should be a scrolling bar at the bottom of each page that tells you where you are and how many more props or candidates you have left to read through. There was really positive feedback on the data sections. Audience wanted to see that before the Glossary or Town Hall sections. Need to make it clear that you’re not actually able to vote through Vocal. Have the “Send to My Phone” option on just My Ballot page and not on every page. There should be more privacy options when you enter your e-mail. Maybe an option to have e-mails and voter info sent to you right before elections, or opt out of e-mails all together. The descriptions should be two to three sentences max and then an option to read more. My Ballot page should be more developed and be the real “home page” of the site so you can see what you’ve read through.
PROPOSITION C Children’s Fund Renewal
VO C AL A PP: There should be a little discription of what the prop. is as a reminder.
YES
There should be a My Ballot page on the app as well so you can see all of your choices at once.
VO C AL BR A ND: Good colors because it looks political, but is a little more modern and young looking. The icons help with understanding and remembering the propositions, but, like in the app, can’t always stand alone, (i.e. the grass and Golden Gate Park.) Simple and memorable.
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USER FEEDBACK I reached out to the same group that I did for testing for user feedback to see if the changes that I made were working and to get the user’s overall thoughts on the final product. The most positive remarks were regarding the way that the information was presented — especially the data.
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e h t e k a , m e l o b t a s e g m e a e n s a s “Thi ation m at, but m e h r p t o y f y t l in n e o h t t s o i n s a i d h m r T an . o f n n u i f t a e n e kind that I g v e t u e o t i h of s om wit r f n � . tio t i g n i w kno
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“I would m uch rat have in her fo and data told to me thro ugh visuals & icons like this It doesn . ’t reson well if I ate as just rea d it.”
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DEVELOPMENT
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CONCEPT DEVELOPMENT One of the biggest issues that I had was how to show all of the data and how to narrow down my focus. Considering that local voting was an issue, I thought that it would be good to just focus on the last midterm election and somewhat show this as a “what could have been” scenario. From there, I needed to collect all the data and info. I found that the best source was the voter information guide— it was just too outdated and complex. I also found that the vast majority of my audience is online, so why not simplify the info from the voter information guide and put it online?
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WEBSITE DEVELOPMENT Considering I was going to put the voter information guide and put it online, I really needed to figure out how I was going to simplify it using layout. I took the approach of, all the information you need and none you don’t. In other words, a voter can get all the data, descriptions, arguments etc if they want, but also have the option to hide all that information and just see the clear description. I also made the navigation easier, so that voters don’t have to thumb through the book and instead can just pick what they want to read about with one click of the button. Lastly, I created a welcome page that informed people on what Vocal is and how to use it. I also wanted to create a video for the welcome page to show why this project was created and what problems it’s solving.
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W E LC O M E Welcome to Vocal, your one stop shop for getting all the information you need to be an educated voter. Vocal is your new, online voter guide and your best friend at the polls. Let’s get started!
YOUR ONLINE VOTER GUIDE
scroll
scroll
ˇ
ˇ WEBSITE
ICONS
Vocal will help you sort through the informaton and make educated decisions when voting by acting as your new and improved voter information guide.
Look for these icons to get more information on each proposition or candidate, or to link your choices to your phone to act as a cheat sheet on voting day.
GUIDE
i VOT E
A guide to terms and difficult language.
Send your choice to your phone to take to the ballot.
CA PROPOSITIONS CA CANDIDATES SF PROPOSITIONS SF CANDIDATES RESOURCES
ABOUT
GOVERNOR JERRY BROWN
DATA
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C O N N EC T
Infographics on each proposition.
Candidate’s websites and contact information.
A RG U M E N T S The pros and cons for each issue.
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scroll
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ˇ S M A RT VOT E Be prepared when you head to the polls with Smart Vote, an app that links to your choices through Vocal.
W H E R E TO VOT E Enter your address below and find your registered polling place.
St. Margaret Day School 2330 Bush Street San Francisco, CA 94115
GOVERNOR
ENTER YOUR ADDRESS: JERRY BROWN
scroll
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2428 PINE STREET
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YOUR ONLINE VOTER GUIDE
SIGN-IN
REGISTER
IT’S E A SY TO MAKE CHOICE S ON VO C AL. Come learn all about your local candidates and ballot measures.
ALL THE INFO YO U WANT & NONE YO U D ON’ T. These icons will lead you to more details on each section. G LO SS A RY A guide to terms and difficult language.
S m a r t Vo te Send your choice to your phone to take to the ballot.
DATA Infographics on each proposition.
TO W N H A L L
CO N N EC T Candidate’s websites and contact information.
The pros and cons for each issue.
GE T STARTED
VO C AL REMEMBER S YO UR CHOICE S. Download the SmartVote app and send your choices to your phone.
PROPOSITION C Children’s Fund Renewal
YES
GE T STARTED
SIGN-UP Sign-up here and see your local ballot
NAME: E-MAIL: ZIP:
Allison Kamp aekamp@yaho o.com DISTRICT
941 15
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SEE YO UR BALLOT!
D OWNLOAD THE APP:
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ICON DEVELOPMENT I wanted to create a system of icons that could be recognizable and specific to Vocal. I wanted them to be friendly and still have the feeling of politics. I decided to go with an off-centered color look to add more depth and dimension. I also went with thicker black outline strokes and an off-center color to make them more brand specific and dynamic.
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DRAFTS & INSPIRATION
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ADVERTISEMENTS/ CAMPAIGN To make Vocal successfu, and to ultimately have educated voters show up at the polls, I needed to create awareness about the site by creating a campaign. This cmpaign was also used to solve the issue of engagement by showing the voters exactly how they are affected by politics and why they should vote.
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POSTERS For the posters, I wanted to play off of current affairs and to create posters that grabbed people’s attention and made them look/wonder. At first I used language to do this, but then decided to use citizen’s current surroundings and situations to grab their attention and make them feel the need to vote.
Ignorance isn’t bliss when
OUR COUNTRY IS IN YOUR HANDS
An informed electorate is necessary for a successful democracy. This means that in today’s political environment, where nothing is black and white, a voting citizen must be informed and aware of what they are voting for so that they can be adequately represented.
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DEMOCRATS
K
N
O W
T
H
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D
IF
F
E
R
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THE REST OF
U.S.
T
W O
B
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W
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SE
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W O
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REPUBLICANS
NOT ALL POLITICS ARE BLACK AND WHITE.
An informed electorate is necessary for a successful democracy. This means that in today’s political environment, where nothing is black and white, a voting citizen must be informed and aware of what they are voting for so that they can be adequately represented.
if you don’t, then you shouldn’t vote. An informed electorate is necessary for a successful democracy. This means that in today’s political environment, where nothing is black and white, a voting citizen must be informed and aware of what they are voting for so that they can be adequately represented.
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DESIGN
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DESIGN KEYWORDS I chose a series of keywords to help lead me in the design process. Because this is a project in politics, I didn’t want to stray too far away from a classic political, but at the same time make it more modern. I also think of the term, “layered” when thinking about our political system, so I wanted to incorporate a layered design theme throughout, which I brought through with the icons, the city skylines as well as the layers within the two websites.
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KEYWORD: POLITICAL
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KEYWORD: L AYERED
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LOGO DRAFTS Chosing the right name and logo was possibly the most difficult part about this project. I wanted to make it clear that it was about clearifying and simplifying politics, but not be over the top policital looking so that it turned people off immediately.
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C
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VOTE + LOCAL= VOCAL
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VOCAL V CAL
VOCAL
V CAL
VOCAL
VOCAL V CAL V CAL VOCAL VOCAL
V
VOCAL
CAL VOCAL 127
FINAL LOGO & BRAND GUIDES It took narrowing down the topic to just local politics to help me arrive on a name and mark. A common theme throughout my investigation was to get people more engaged and to vote on local issues. So it made sense to combine the words, “vote” and “local” to make “vocal” — to get young voters to be vocal about their local politics. As for the colors, I wanted to stick with the typical political colors of red, white and blue, but I played with a variety of shades and vibrancy so that it appeared a bit more modern and appealed to a younger audience.
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on light bkgrd.
on dark bkgrd.
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BRAND STANDARDS There are a set of brand standards for Vocal. There are two options for logos, which depend on what background color they are on. There are just primary colors, which are variations of red, white and blue and the two typeface
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on light bkgrd.
on dark bkgrd.
RED R:255 G:39 B:3
L Blue R:116 G:214 B:255
D Blue R:16 G:21 B:50
VOTE LOCAL. BE HEARD. Ta g l i n e
HEADLINES Bureau Eagle
Subheads
Primary Icons
Brandon Grotesque Black
website body copy Brandon Grotesque Re g u l a r
book body copy Minion Pro
App Icons
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CITY SKYLINES I used illustrations of city skylines to show how Vocal varies depending on the city and how it will expand to other cities. As of now it shows that it is in Chicago, San Francisco and NYC.
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DEPLOY
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WELCOME PAGE
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YOUR ONLINE VOTER GUIDE
SIGN-IN
REGISTER
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PROPOSITION C Children’s Fund Renewal
YES
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DISTRICT 14
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