Simply put, your mail symbolizes you and your campaign. To many voters, it will be the first introduction they have into who you are, why you’re running for office, and most importantly, why you’re deserving of their vote. To others, it may be the only discussion you have. There is a variety of factors we take into account regarding who sees what (i.e., targeting), but of equal importance is what they’re seeing. Mail is viewed as two sides of the coin – what you’re saying, and who you’re saying it to. Today, we want to address the “what you’re saying.”
Font
As hilariously evidenced by the accompanying photo, fonts matter. An often-overlooked aspect in a campaign, research shows how voters, respond to both the message and the fonts used as the messenger. Make sure you’re discussing with your communications team and consultant about the choice of font – it can mean the difference in how your campaign’s message is being interpreted.
Colors
We’ve all seen it before “Vote For John Doe” in red, white, and blue. Sure, this combination is the standard bearer in campaigns and gives a traditional and patriotic vibe, but sometimes it’s better to go off the “beaten path” to help break through the clutter. We work with and encourage our clients to use a color palette that is unique to them and their district. Whatever color palette you end up deciding on, own it. There is a particular state legislator that has fully committed to her brand, and you’ll rarely see her in the statehouse or at community events donning anything other than chosen colors.
Photography
Just like, “all politics is local,” the same can be applied to the campaign’s photography. Stock photography is excellent in a pinch and can help provide a visual context around a specific issue, but nothing beats quality local photos that feature the real people of the district. When you’re getting less than ten seconds to get your point across, sometimes the most significant impact is how your mailer “looks.”