Being in "the biz" of political marketing, I encounter many candidates who fret over issues and items that will neither gain nor lose them a single vote.
Take a yard sign design, for instance. I have sat, fidgeting, with a candidate on the phone for nearly an hour while they go back and forth between a 1-color or 2-color design. Or, what size and material they should use. Further, after I think we have decided on a design, they inevitably show the design to the "committee." This entails six more sets of eyes that will pick apart every aspect of the design — size of the font, placement of each word, and the most catchy slogan.
I understand wanting to have an attractive sign that stands out in a sea of corrugated plastic at each street corner. I can also sympathize with wanting to show interest on how your name is seen by others. But, the simple truth is, your design is not going to win or lose your election. The fact that you have signs out there, and possibly more than the competition, is what will give you an edge.
Generally speaking, the larger campaigns with padded budgets — mayoral, state reps, congressional, gubernatorial, presidential — will opt for a 2-color design. Smaller campaigns, with a smaller voter pool — school board, alderman, trustee — will choose a 1-color design so they have more money to spend on other necessary items.
Keep your design simple, do it cost effectively, and purchase the correct quantity. A 1-color design will always save you money. If your budget allows, go 2-colors for that extra touch. But, the bottom line will almost always be that the most electable candidate will win.
Does anybody really think that Barack Obama is the U.S. President because he had better signs that John McCain?
Article comments
1 - Baronius
Interesting. Back in my days in campaigning, everyone went with either white/blue or red/white/blue. Irish candidates used white/green. Wade, I know that you're arguing that these things don't matter, but you've piqued my interest. What are the color schemes used these days? (Incidentally, I agree with your main point.)
2 - Wade Baffa
Well, red/white/blue still reigns, for obvious reasons. I suppose I have a different perspective about sign designs. I am on the sales end, not the user end. So, while a candidate sees their red/white/blue sign as a symbol of himself, I see it as one in many that look very similar. I think candidates have a fear of standing out too much. By the way, I am not saying that color doesn't matter at all. I am saying more that the time spent debating over color is wasted time.
3 - Ben Donahower
Wade, while I agree that you can overanalyze this, I'm really surprised that candidates don't want to stand out more. Isn't that purpose of a sign - to stand out and be seen? If it doesn't do that, you might as well not bother.