Progress NC Action tested imagery alongside our messaging to find out which tone would be more persuasive.

Along with each image respondents were shown the following language:

While Republican politicians cater to lobbyists and the ultra-wealthy, Democrats are working to lower costs and create quality jobs so that everyone has the freedom to thrive.

While all images did better or the same as the control, the Humorous illustration far outperformed the others in persuasion, and the hopeful illustration was the least motivating of the images.

There was interesting movement between demographics, however,  most notable were people between the ages of 35-54 and those with some college education preferring the hopeful photo.

For a full breakdown download the test results.