DEMOCRACY BY DESIGN

Just like any good marketing – political campaigns need to stand out to make a difference. But what does bold look like in a category of same-same? Erin looks to Alexandria Ocasio-Cortez’s (AOC) 2018 kick-off campaign, to learn from the leader of daring design.

TRUE COLOURS

In a sea of all-American reds, whites and blues – AOC’s striking colour palette cuts through. But it doesn’t flip convention for shock value alone. Each colour sends a specific message:

Purple – A mixture of red and blue, a divided country coming together.

Yellow – Positivity and hope for the future.

Blue – Democrat pride in a classic hue.

Daring colour can also be a choice in itself. ACT’s Kiwi campaign stands out with bright, nu-rave blue, pink and yellow stripes. This deliberately steals attention from its black and white photography on purpose. The message? It’s about the party – not the people.

THE RIGHT TYPE

Bold lettering. Enlarged, all-caps text. Angles that demand attention. AOC’s typography screams “this isn’t your grandfather’s campaign.” Further proof? The use of speech bubbles mimic a modern text message. And strategically wrapping “¡Ocasio!” in exclamation marks turns her name into a rallying cry for the people. Similarly, Labour’s campaign uses a clean modern font that’s designed to catch your attention from wherever you are. Round, warm shapes and chevrons beckon you to “keep moving” with Labour in a friendly way.

PORTRAIT PERFECT

With dramatic lighting and a wistful look, AOC’s portrait takes centre stage in her campaign. The rest is – quite literally – history. She mimics the iconic 1943 We Can Do It poster to depict an ‘ordinary’ person as heroic and bring power to the people. With an upward gaze to a brighter future. We see this in the Green Party’s campaign photography too. Marama Davidson looks away from the camera toward her child, showing she’s trustworthy, caring and shares your values.


WE VOTE GOOD DESIGN

Great use of design can communicate your message clearly, amplify what you stand for, and help you stand out. So dump the expected motifs and visual clichés and give a tick to breakthrough design. People vote for who they know and design can cut the clutter and help voters remember you.