There’s new research by the Center for Campaign Innovation which underscores the critical role of campaign logos in shaping voter perceptions.
They took real logos, changed the names of candidates and polled Americans of different political persuasions.
The research shows that well designed logos can boost voter favorability by up to 5%, while poorly executed ones can yield the same decrease.
The research reinforced what we already know: logos serve as potent shortcuts for meaning.
They influence how voters perceive candidate attributes like freshness, excitement, moderation, and experience.
Also not shocking, but interesting to see it evidenced: professional designers’ preferences don’t always align with those of voters.
It’s always, always worth testing designs with the electorate before choosing one. Even if it’s 10 people in the pub.
When it comes to color, tradition reigns supreme. Red, white, and blue schemes, adorned with patriotic elements, consistently win favor among voters.
It’s a lesson in the enduring power of symbolism in political communication and a reminder to innovate at the edges with logo design.
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