![]() Even within this color-preference metric, there can be group biases: Women, according to Joe Hallock’s “Colour Assignment” study, tend to show a consistently stronger preference for purple than men do. Still, it doesn’t mean that there are no patterns whatsoever. People who prefer green to purple tend to prefer brands marketed in green over brands marketed in purple This is far from surprising news. One of the main reasons for the uncertainty about what works best is that much of the influence depends largely on the personal preferences of the viewers, especially where color is concerned. Let’s face it, if graphic design or social science had come up with definitive answers for these questions, every piece of campaign memorabilia would look exactly the same.Įven so, we do know that the aesthetics behind campaigns (both political and marketing) do matter and can influence voters and buyers. We don’t know whether darker colors have more authority than lighter colors, and no one has come up with a study proving that bubble letters mean more votes than block letters. Researchers haven’t yet nailed down whether red or blue is more conducive to merchandising and persuasion. The answer to that question is unfortunately never going to be straightforward. ![]() We’ve all seen the lawn signs, bumper stickers, T-shirts and campaign buttons, but what have their hues, patterns and slogans been doing in the backs of our minds as we consider the major issues of the day? ![]() With campaign season come campaign materials, the brightly colored manifestations of our candidates that boil down the issues to a pithy phrase or unflattering picture of an opponent.
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