Sarah Steck

Politics are Visual

How can political designers create memorable campaigns through individualized design styles while still honoring traditional expectations?

The purpose of this research is to challenge the current design formula and visual marketing strategies used for politicians in political campaigns and to show evidence that there doesn’t need to be a strategy standard. The current structure most candidates follow includes a sans-serif typeface with traditional red, white, and blue colors. In 2008, Obama’s presidential campaign was ground breaking and reached a wider audience due to the fact that it proposed a new design style and ideas. Kamala Harris’ 2020 campaign broke away from the formula so often used and most noticeably added yellow into the poster design. According to the American Institute of Graphic Arts, the yellow color for Harris pays homage to Shirley Chisholm, the first black woman elected to Congress in 1972[1]. The design remained red and blue yet, solely represents Harris and doesn’t sit firmly with a specific political party, which allowed her to reach more people.

The visual outcome of this research results in a series of campaign posters designed to utilize the ways in which designers can make a campaign successful and memorable without following a standard plan. Through this research, the origins of the original design styles for political campaigns will be uncovered, challenged, and explained. The posters display in the manner of which colors, typography, and messaging can be used to reflect a candidate’s views, values and personality without using a specific design formula. The results of which are planned to present new evidence to show more people can be reached through the use of new more personal design styles while still honoring traditional expectations.

[1] Billie Muraben “Want to Become the Next U.S. President? Change the Color of Your Logo,” February 15, 2019. https://eyeondesign.aiga.org/want-to-become-the-next-u-s-president-change-the-color-of-your-logo/.