...voting: 'head' or 'heart'

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In my country, it'll be less than a month before we go to the polls to elect our representatives law making bodies. I am trying to talk to people as much as I can and my schedule allows to get what people think about the election. There are people who I had an enjoyably time talking (or sometimes, debating) and there are people whom I really have a tough time wrapping the idea in my head. Anyway, some people that I talked to seems to be using logical issues while some vote for the ideal that candidates represents. Personally, I would go for a 80 percent logic and 20 percent ideal. What's your equation for voting with respect to logic and emotion? Should there be 'more heart' than 'head' or vice versa when voting?