Sign of the times
As you roll past the thickets of campaign signs in grassy spots at major intersections, it’s not hard to start wondering what the point of it all is.
The campaign signs are a jumble of graphic design and clashing colours, almost never offering meaningful policy or ideas.
During his last winning campaign four years ago, Mayor Dennis O’keefe’s signs just said “LEADERSHIP” along with his name and the other usual particulars.
Don-e Coady, founder and creative director of DC Design House, said that when it comes to election signs, simplicity is the name of the game.
DC Design House was involved in the design of incumbent Coun. Dave Lane’s signs; he works for the design shop. Coady said in the past he’s also helped other candidates with their signs.
“Name recognition is what’s up. Face is also important, yes of course, but it’s not real estate agent important, you know what I mean?” he said. “Name is supreme, where possible, unless your name is super annoying and difficult, then you might have to find another way.”
Coady said that little icons for Twitter and Facebook and whatnot are good, because they signal that a candidate is accessible. But slogans and especially website URLS are just clutter.
“It’s not practical, and it eats up space,” Coady said.
“With a URL, I’m fighting back my clients in advertising in general, because if you’ve been provocative with your headline and your core image on your billboard or some passby media in example, they know how to use the internet.”
Coady stressed that signs are important, but only as one building block of a successful campaign.
“Really, the signs are great to activate the question: What do you think of me?” he said.
“And once that person thinks that thought, and then once that person thinks that thought and decides whether you’re an asshole or someone credible who they think can actually get the job done and make change, that’s going to reflect in the polls.”