As a graphics designer, I am attracted to the visual elements that constitute effective delivery of a message. Generally speaking, I seek a clear, distinct and spacious method that is also bold and concise in its typography.
Enter, the 2008 political campaigns of the two candidates.
The John McCain camp opted for a rather traditional look and feel, with the use of conservative colors with no intermediate hues: bold blues and reds, populated by serif fonts and video footage that promoted John McCain’s military past. When it came down to brochures and pamphlets – and I received many in the US mail, as my former gf is a registered Republican – the elements consisted of ominous displays of authority: judges, soldiers, politicians – along with stock photography that had rather melancholic and overly serious overtones.
Meanwhile, the Barack Obama campaign camp opted for something on the opposite side of the design spectrum: full-fledged branding.
First, the message about “Change” was selected, along with the corresponding color palette: various hues of blue, red, orange and intermediate colors that constitute a full range of warm, “feel good” colors. The sans-serif fonts with their rounded, bold typeface delivered the message loud and clear; and yet, not aggressively or in an overbearing manner. The use of glows, soft gradients and cloudy effects against a blue background sky, created their intended atmosphere quite well, generating emotions that deliver hope, comfort, progress.
But it goes beyond that: Obama’s campaign focused almost entirely into delivering the positive elements of Obama’s positions and plans, offering well-placed images and graphics that helped voters and visitors alike navigate and explore an environment that they could learn from about the candidate. John McCain’s campaign attempted to deliver warnings, stern messages about the opposition, spread false rumors and partial truths; in a dark, cluttered and unimaginative way. The smear campaign of 2004 against John Kerry was attempted once again; the problem is, times change and progress is inevitable. The Republican campaign has been visually an extension of the “gloom and doom” sensation created by current president, George W. Bush and his eight years of fear-induced politics.
Obama is heading towards a landslide victory on November 4th and a great deal of his anticipated success is owed to the well-thought and expertly delivered visuals of his campaign. A friend of mine had the opportunity to work on video footage for the Obama camp and he is one of the best in his field.
I have no doubt that if one wants to lead they must possess a method of offering not just plain strategy and verbal promises, but also deliver a vision and hope to the eyes and the soul as well.
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