The 94% Difference They Make
The first-ever televised presidential debate was between John F. Kennedy and Richard Nixon, and it took place on September 26, 1960. A strange thing happened as the one-on-one transpired. Nixon had a propensity to sweat fairly profusely on his upper lip. As the debate moved on, the good-looking “kid” from Massachusetts looked more composed than Nixon did. Those watching saw Kennedy’s hair maintain perfect form, while Nixon’s lip continued to perspire. Visually, Kennedy won the debate, paving the way to his subsequent victory. However, those listening on radio actually thought Nixon did better on that fall night. The point – visual displays convey more than written or verbal cues do. That is the power of the picture. The power to influence voters.
Play the Percentages:
The old adage that a picture is worth a thousand words continues to hold true in this age of digital messaging, as well as the old standard political yard sign. The power and transcendence of images lie in the fundamentals and fabric of human nature. We have become innately wired to notice, remember, learn from, and respond to visual elements. Time for a look at some key stats when it comes to the average consumer, and how to put into play the necessary knowledge for political yard sign success:
- 65% of the country’s population say they are visual learners
- 68% of marketers say they plan to use images more in the future
- 94% of articles with relevant images get more views on average
- 10% of information is recalled three days after hearing it. Adding a picture boosts that number to 65%
Visual advertising paraphernalia often includes people in them. In both video and static graphics, body language sends a direct signal. Viewers will ask themselves, “Does this person’s body language demonstrate confidence, knowledge, and success?”
You’re going to display political yard signs as part of your campaign effort. Your face will live on these yard signs. Those questions being asked internally by viewers must be answered with a resounding yes. When drivers pass by your lawn sign at 45 miles per hour, they get a tiny glimpse of you, a fleeting glance. There is no second chance to make a good first impression. If you don’t catch potential voters’ attention in those quick seconds, you will have failed. Therein lies the power of imaging on lawn signs.
Getting Noticed = Getting Votes:
Findings have indicated that advertising images comprised of physically attractive models produce greater product attitudes than a visual display of only the product. Studies have shown that physical attractiveness holds a psychological impact on people’s social perception, as well as evoking responses (to buy products). When it’s all said and done, your political yard sign is a by-product of you, the actual product. And you unquestionably want voters to “purchase” you by punching your name at the ballot box.
Now, you don’t have to be a supermodel to pose for your plastic yard sign. All you really need is the ability to brand yourself with a look of confidence and poise that elicits a positive feeling by those who see your campaign sign. Images bring about actions. They influence voters more so than candidate opponents who simply display verbiage.
The Power of Facial Recognition:
As a candidate, your headshot on political yard signs is a marvelous way to get noticed and to stand out. The visual of you is an effective tool for you to imprint your image on the brains of the thousands who see your yard signs every day. You may not be cognizant of the fact that people are masters at recognizing faces. In actuality, their acuity is amazing. There’s an entire area of the brain dedicated to the task of facial recognition. Having a face to associate with your name will help voters recall your campaign at the polls. The success of your political yard sign, and ultimately, your campaign as a whole, will be determined by your ability to stand out in a field of competitors. Your signs are only seen for short period of time to make an impression. So, simple messaging, and your face brimming with warmth, yet laser focus and drive to win…that’s what the people want to see.
Family & Politics???
“The most important thing in the world is family and love.” –John Wooden
“To us, family means putting your arms around each other and being there.” –Barbara Bush
“Family is not an important thing. It’s everything.” –Michael J. Fox
Those are just three of the myriad quotes laid out there by famous people regarding the importance of family. So, if a candidate holds his or her family so dear, why…how…would they involve them in the political fray? By including them in yard signs, of course. Family is a popular symbol in commercial advertising and the like. The family unit is commonly used to persuade audiences into becoming consumers. The family symbol functions on three levels of persuasion: social, psychological, and personal. Social persuasion appeals to one’s role within the family and their corresponding expectations. Familial images are psychologically persuasive in that they appeal to the emotional attachments between spouses, siblings, or parent-child relationships. Personal persuasion messaging works because families often make buying decisions together as a unit.
Portrayals of families in advertising are not new. They can be traced back to before the Industrial Revolution. Historical success has shown the effectiveness of placing the family unit in advertising campaigns, and that’s why families in ads continue to be prevalent today. Presenting a happy family life in campaign signs can exhibit qualities like authenticity and purity. Those go a long way in the hearts and minds of voters. Simply put, your signs, your image on signs will influence voters, and you may end up in office by utilizing visuals.
Woof! Let Me In:
When the Great Depression finally ended almost a decade after it began, the country was in the midst of World War II. After such a brutal economic period in our history, advertising execs came up with the idea of placing pets in their campaigns. The thought process was that pets conveyed strong family relationships, prosperity, and consumer spending. The mantra of pet usage is still embraced in current times.
One of the most frequently employed tactics by marketing professionals is the appearance of animals in advertisements. It is suggested this practice is so common because consumers are attracted to, and fascinated by animals. Additionally, most people find animals captivating and part of nature. Therefore, using animals has been suggested as a way to increase sales because consumers associate the animal with the brand. When consumers make a trip to the grocery store, they recognize the pet’s picture on the product, and make a go-to decision based on cognition and a pleasant memory.
Humans are rooted, for the most part, in predispositions to be attracted by, and drawn to pets. Marketers aren’t dummies. They understand how the human psyche works, and they incorporate the images of animals. Political candidates can integrate that idea on their election lawn signs. The benefit is two-fold. One, pets. Two, the actual shape and size of your campaign sign. Adding a pet to a corrugated plastic yard sign would mean the image would be too big for a standard 18×24 sign that most candidates purchase. There can be a couple routes to take with this scenario. Those seeking office who want their dog or other pet on the sign, would require more surface area to work with. And in political campaign warfare, size does matter. The alternate path would be a sign that isn’t rectangular or square at all. It would be uniquely cut, outlining the candidate and their pet. This is what’s known as a shape-cut sign. It will catch the eye of voters for its incredibly distinctive appearance. Aren’t you trying to influence voters that are on the fence? Don’t you want them to elect you? Those questions are rhetorical.
I won’t lie to you and say the price of yard signs will cost the same with images as opposed to simply text on a rectangle that sits on wire stakes. I guess the question is, “How bad do you want to win the election, and can you put a price on achieving your goal of sitting in office?” Maybe it’s time to be a visionary and think visually.