November 2022 > How to Create Effective Political Campaign Materials

How to Create Effective Political Campaign Materials

political campaign materials

Quick, think about America's most popular political campaign materials! Television advertisements and social media posts may come to mind. But 78% of voters in 2020 said they received printed mail and flyers, making printed materials the most common type of political materials. 

Yet many voters receive dozens or hundreds of flyers every election cycle. Most voters toss the materials they receive in the trash, thinking they are boring. If you want your candidate to win, you need to think about ways to help your political campaign materials stand out. 

What visuals should your materials have? How can you talk about important issues? What is the purpose of a lawn sign, sticker, and flyer? 

Answer these questions and you can win elections through effective printed materials this year. Here is your quick guide.

Create a Strong Logo

Your political campaign materials should center around a logo. The logo should be a distillation of your campaign's values and personality. 

Think about colors and the emotions they generate in the minds of voters. Green is associated with environmentalism. If you're running a campaign based on the environment, green should be dominant in your logo. 

The name of your candidate should be within the logo. If your candidate has a long last name, you can use their first name instead. 

You can also use the first letter of their name. This reduces visual clutter and lets you attach other graphics inside your logo. You should mention what office they are running for as well.

Many logos have American flags in them. Though this can remind voters of your candidate's patriotism, it can seem a little stale. You can have red, white, and blue lettering or features as a subtle reminder.

Use Striking Visuals

The best political campaign materials use bold colors, photographs, and fonts to describe the candidate and make strong points. Spend time looking at previous political campaign materials and take notes on the ones you find most effective. 

Voters associate blue with the Democratic Party and red with the Republican Party. You can use one of these colors to show what party your candidate belongs to. 

However, you should use other colors to grab the voter's attention. Consider using shades of blue and red, or juxtapose your main color with a darker or brighter color. A light-dark contrast is easy to see from a distance. 

Whatever political campaign materials you are making, your candidate's photograph should be on them. You can place it on the front of your postcard or the back. For political stickers, you can use their name instead of their photograph. 

Your font should be different from your opponent's font. This creates a subtle visual contrast. 

Take a look at a few different fonts and think about how they can affect voters' perceptions. Serif fonts create trust and connote respect and authority. Sans serif fonts are more modern, sophisticated, and tech-focused.

Keep the Issues Simple

Your political campaign materials should educate voters on what your candidate believes in. However, political postcards and pamphlets are not big enough for you to talk at length about topics. 

Keep your discussion of politics grounded and to the point. You can use bullet points, lists, and charts to discuss what your candidate believes in. You can write in paragraphs, but keep the paragraphs shorter than three sentences so they are easy to skim.

Include a slogan on your political campaign materials that is reflective of your candidate's beliefs. Use alliteration, rhyme, and other literary techniques so your slogan is memorable. 

If your candidate is running on a few issues, you may want to create printed materials for each issue. One postcard can discuss energy while another can discuss housing. This gives you space to go into a little detail about the issue, though you need to have money to print everything.

Think About the Purpose of Your Political Campaign Materials 

Political stickers are meant to be worn on someone's shirt or jacket. Some people put them on clipboards, laptops, or walls as decorative elements. 

This means that stickers are very small and do not have room to describe political issues. Keep your stickers simple. You can print stickers with your campaign logo or name on them. 

Yard signs are meant to indicate a voter's support. Though they're bigger than stickers, they are not intended to describe political issues extensively. Your signs can have your candidate's name and logo without any other details.

Canvassers use postcards, palm cards, and flyers to educate voters and direct them to the campaign website. Some states and cities do not allow canvassers to place flyers in voters' mailboxes. Most canvassers stick a flyer in a voter's doorframe or leave it on the porch. 

Place your candidate's photograph on one side of the flyer. Ask your canvassers to fold the flyers so the candidate's face is visible as the voter reaches for the flyer. This can encourage them to look closer.

Use both sides of your flyer. One side can have your candidate's name, photograph, and website link. The other side can describe relevant issues and mention when Election Day is. 

Volunteers hand out pamphlets on street corners and at public events. They also leave pamphlets at locations where people can sit down and read them. 

Your pamphlets need to have an appealing front cover so people are inclined to read them. Include a title at the top of the page and a photograph reflective of the materials inside. Each section of your pamphlet should also have a title so the voter knows what to expect.

Develop Strong Political Campaign Materials

Political campaign materials are at the core of every great campaign. They contain impactful logos that inform voters of the campaign's purpose. They use colors and photography that generate positive emotions in voters' minds.

You should talk about the issues, but use language that people can understand. Create effective slogans that you can print on postcards and brochures. Keep your stickers and lawn signs simple and use postcards and pamphlets to educate your constituents. 

If you have questions, turn to professionals in campaign materials. Team Concept Printing serves the Chicago area. Contact us today.

Posted: 11/1/2022 9:15:00 AM by Maggie Vietri | with 0 comments

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