history

How leaflets used to look: Clapham 1955

Continuing my occasional series on how election leaflets used to look, this one is a Labour freepost election address from the 1955 general election in Clapham constituency.

The front of the leaflet is a design unlikely to be used today:

Labour election leaflet, Clapham, 1955 (front)

Dated too is the right-hand side of the inside, with its appeal from the candidate’s wife to female voters – a common tactic at the time. Despite the old-fashioned typography, the layout is clear and easy to read thanks to the good use of white space and strong headings – a lesson that many modern literature writers forget. Note also the talk of having helped 3,000 people as an MP over the previous five years – a fraction of what many MPs now do.

Labour election leaflet, Clapham, 1955 (inside)

The back of the leaflet contains a reminder of the task that used to take up large amounts of time for political helpers – handwriting the name and address on election freepost leaflets.

Labour election leaflet, Clapham, 1955 (back)