Candidate Signs Resource Center
Article List:
Campaign Signs Overview
Political yard signs are one of the most noticeable attributes of a political campaign in the United States. These small signs are often placed in yards and other highly visible places. Signs are also placed near polling places on Election Day, although in most jurisdictions, there are legal restrictions on campaigning within a certain distance from a voting facility.
Lawn signs are considered a vital component of any local campaign. They are a cheap and effective method of making a candidate known in the election district.
Political yard signs generally contain the name of the candidate and the office they are running for, and if the candidate is an incumbent, the sign may say so. In some cases, party affiliation might be mentioned on the sign. Extras like the election date or campaign slogan are often added but tend to divert the viewer from the key message. Party symbols are quite popular with yard signs, but photos on a yard sign are controversial. An attractive photo can lead voters to identify with the candidate; on the other hand, signs with photos are usually more expensive to produce, and are far more likely to be vandalized, which can have a negative effect. Sometimes required by campaign finance laws, political yard signs may contain a notice stating who paid for it (usually in small text, less noticeable).
To grab the attention of viewers, lawn signs feature bold, high contrast colors (in some states those of the candidate’s party) and large fonts. Choosing colors is significant…White signs do not work well in winter, and green signs in manicured, green lawns are less noticeable. Usually, it’s important to not use your opponent’s colors. However, there may be a value in creating confusion, especially for a challenger.
Campaign Signs Cost & Efficiency
Most people do not understand the true purpose of yard signs. Hence, it’s easy to fall into the information overload trap when creating your yard sign. First, recognize the primary benefits of using a yard sign, which include name recognition and credibility. Even in the primaries, it’s a proven fact that the majority of people will vote for the person whose name they recognize most.
When it comes to purchasing yard signs, spend your money wisely. It’s better to use the money you save to purchase more or better quality signs. Consider if you’re going run again, even if you lose.
If you need more than a few thousand signs, you most likely will not be getting them back post-election. For this size order, plastic bag signs may suit your needs. Plastic signs are more susceptible to wind damage than other types of signs, and are more likely to wrinkle and be less readable. For this reason, it’s generally not worth spending money on plastic signs in small quantities but rather in large quantities. There is a vast price difference, and plastic signs are easily replaceable.
Regardless of the sign style you choose or how you have your sign printed, one fact is true…You will not find a more cost effective way to build recognition and credibility than with a fabulous yard sign.
7 Campaign Signs Quick Tips
Your yard sign program can seem like a daunting task. It’s one of those areas where conventional thinking isn’t always conventional. That’s why it’s important to plan your political yard sign program far in advance. Here are 7 important quick tips:
1. Recruit volunteers to manage the yard-sign program. Tasks include finding sign locations, installing and positioning signs on approved lawns and removing the signs after the election.
2. If you’re campaigning in a fall election, put your yard signs up by Labor Day, or the earliest date allowed by ordinance or covenant in your community. In the months before Labor Day, the campaign should call everyone on your supporter list to ask if they would be willing to display your yard sign in their lawn. This number of willing supporters will give you an estimate of the number of signs you will need.
3. It’s important to create at least 25 percent extra signs for the yards you will acquire along the yard sign placement. When you’re walking door-to-door, you have a perfect opportunity to ask each person if they will take a sign. If you don't have the extra ones made and on hand, you can miss out on this huge opportunity. You may also need signs for polling places on Election Day. Make sure you have a reserve of signs for this purpose. Figure two to four signs per polling place location.
4. The best design for your yard sign is one that is easily read and compliments your other print collateral in design and color. When you’re having your yard sign designed, have any other collateral (i.e. large signs for commercial locations e.g. 2’ X 4’, 3’ X 5’ or 4’ X 8’) printed simultaneously.
5. Strive for a clean, simple design and utilize colors that attract attention (not over-the-top, however) that easily contrast against each other.
6. For sign construction, paper signs are cost effective, and the frames are sometimes reusable. It’s also important to consider your climate. You want signs that withstand changing weather. If you use heavy paper signs, have them created on plastic-coated paper, which will help to resist the rain.
7. Vandalism is quite frequent during campaigns. Often, signs can be stolen right off the metal frame. Thieves come out at night, so have the yard-sign committee check on yard sign locations. You don't want to make homeowners angry at trashy signs…It can cost you votes!
8. Free Bonus Tip: The best locations for yard signs?…High-volume streets in your designated voting district. In a community block, corner yards are great real estate. Yards that are close to an elementary school where parents have to drive their children to school are valuable as well. Also, target homes or businesses located adjacent to Election Day polling places.
Campaign Signs 411
Insuring name recognition when the voter steps into the voting booth is priceless, and name recognition is the biggest product of yard signs. So, let’s take a closer look at the yard sign.
1. Should my yard sign include party affiliation?
If your campaign involves a setting where party affiliation is even more important than the candidates themselves, the R (Republican) and D (Democrat) is quite important. Using party affiliation is excellent if the majority of voters are from the same party but less effective if you are in the minority.
2. What is the rule of thumb with pictures on a yard sign?
Yes, pictures are nice and can be flattering, however they also take up valuable space and can be quite distracting. Research has shown that potential voters remember the great-looking pic, but won’t be able to tell you the candidate’s name. In your jurisdictions, photos are probably not on the ballot.
3. I’ve got a great slogan…
Slogans on yard signs? Save it for direct mailing, television, radio, newspaper or other media that do not require visual & cognitive recognition in 1 - 3 seconds. If it’s absolutely essential to the integrity of your campaign, make it large enough to be read by walkers or stopped traffic, but not so large as to compromise name visibility. And remember, slogans are not on the ballot.
4. How about verbal imperatives (i.e. Re-elect, elect, vote, keep)?
Think of your yard sign as a resume. You are trying to get a job. Avoid misleading language…Therefore, make sure you accurately state your current position as it relates to the office. Generally, emphasize your success (re-elect, retain, keep), and minimize your lack of experience (elect, vote for).
5. Is a Union Label needed?
A Union Label (also known as a “union bug”) printed on your signs is important in some communities and with some voter constituencies. If a union bug is desired, confirm that the company supplying your signs is a union shop and has the legal right to use the union identification in question. You should never have to pay extra for a legitimate union label from a legitimate manufacturer. Republican, Democrat or Independent, it’s best to print with a union shop.
6. What about graphic design techniques on my yard sign?
Remember, anything that compromises the ability to read the important elements of the yard sign should be avoided. Gradations, vignette, multiple dropped shadows, etc are very effective in TV and direct mail, but have limited if not negative impact when included on yard signs. Don’t be concerned if all of your campaign materials match perfectly. Be concerned that all of your media efforts are effective and memorable!
The 7 Secrets to Winning Campaign Signs Colors
When creating a yard sign, color plays a vital role in the effect it will have on your supporters. The following suggestions will help you in choosing the best color palette for your political yard sign.
1. Do not use your opponent’s color scheme. Okay, this isn’t rocket science, but we have to say it...Nobody wants to show up in the same color.
2. Stay away from light colors also known as low value colors. For example, yellow letters on a white background are difficult to read. Pastels (baby blue, yellow, pink, light green) will not contrast against white backgrounds. And although they appear quite bright, fluorescent colors will not contrast on white. Choose a dark color (navy blue, maroon, forest green), also known as high value colors. And along the same lines, never use a high value color with a high value color (dark on dark). For example, navy blue lettering on a black background will not show. Just remember, lettering and background must always contrast in order to be readable.
3. Not only is it cost-efficient (it’s free!), white is your principal base stock color. Blue or red lettering on a white background is a one-color print, and white lettering on a colored (red, blue, green) background is a one-color print.
4. If you are a Northerner, avoid white signs in winter. You don’t want your sign getting lost in the snow, so use a bright-colored printed background with white letters. In the same way, green backgrounds can get lost in more lush territories and seasons, as yellow signs can against barren backgrounds. A recognizable sign has to be a color that contrasts with its environment. Hence, avoid khakis, gray and brown background colors.
5. The most common colors used on yard signs include red, white & blue. However, too much of a good thing can reduce the distinct nature of a custom sign. Don’t be afraid to live it up a little with mixing and matching colors.
6. One-color v. two-colors? You can always improve on a one-color design by adding a second color. Remember white, as a base stock color, is free. Two-color printing to produce a yellow/black sign or a red/white/blue sign or a fluorescent green/navy will always stand out with greater impact. With a two-color sign, you will pay more per sign, but it’s worth it.
7. Unreadable color combinations distract the reader from your main goal. It’s wise to NOT spend the extra money for multiple colors, shadows or gradients (shades). These color features can make a sign difficult to read. This philosophy also applies to bright color combinations. Many people mistakenly believe that because warning, construction and traffic signs are bright, they must be easier to read. However, they are more readily noticed, but the actual wording can give the optical illusion of being blurred! Generally, a one-color sign, with part being in reverse print and part being regular, will give you the most impact!
FREE BONUS SECRET: YARD SIGN COLOR COMBINATIONS
These color combos are the most readable and successful color combinations in order of viewing efficiency. Remember, color combinations with high contrast between the background and letters are easier to read and can be seen from greater viewing distances.
a. Yellow on Black
b. White on Blue
c. Yellow on Blue
d. Green on White
e. Blue on Yellow
f. White on Green
g. White on Burgandy
h. Burgandy on Yellow
i. Burgandy on White
j. Yellow on Burgandy
k. Red on White
l. Yellow on Red
m. Red on Yellow
n. White on Red
The Secrets of Success with Campaign Signs
Political yard signs can have a huge impact on your campaign and raise awareness. With political signs, your #1 goal is name recognition. The sign allows voters to see the candidate’s name over and over and over again. By having your signs sprouting in many different places, the voters will have the impression that your campaign is receiving widespread support across the district. You are someone to know!
Most campaigns don’t have a strategy for political yard signs. It’s basically a free-for-all, sending volunteers out into the wild to place the signs wherever they can. Big mistake! This is where you should always beat your opponent. The success of your campaign is found in planning out a detailed yard sign strategy – where and when the signs should appear.
Money talks. Your campaign’s financial situation will dictate how many signs you can purchase. Will you be able to dominate the district in signs, or will you only be able to afford a few dozen signs to last you through the entire campaign?
Timing is huge. In many communities, there are laws or covenants which govern yard signs and when they may be posted, so verify your campaign is acting in accordance with the law. With the exception of an important strategic or financial reason, yard signs should start going up as soon as legally possible. Building name recognition is difficult…You need all the time you can get.
To be most effective, your signs should be placed only in your district, and watch where you place them! Verify your signs are placed on major streets and close to high traffic areas in your district, and (unless you have an infinite amount of signs) place less signs in areas that you know you won’t win. This will allow you to place more signs in the swing voter areas.
It’s inevitable…Some of your signs will disappear. It’s important to make sure that signs stay up in areas you have targeted. Have a plan to restock disappearing signs, especially in your key targeted areas.
Finally, stay organized with the people who put up your signs, and make sure your signs stay up! Have a team dedicated to investigate the district for sign locations. This team can also help your campaign look for supporters in targeted areas who will agree to place your signs on their lawns or in their windows.
Many communities have regulations limiting where signs can be placed. If you can’t afford too many, only use them in prominent locations. Go door-to-door on high traffic streets and knock on doors to ask people if you can display your sign in their yard or window.
5 Design Secrets Your Opponent Doesn't Know
What’s the secret to a great yard sign? The answer is simple…Keep your yard sign simple. Remember that campaign signs are usually placed on a lawn of a residence or business and most of the viewing occurs from cars that are traveling at speeds of 30 – 35 MPH. Therefore, viewers have approximately one to two seconds to read your sign. Your goal is to grab the viewer’s attention and communicate your message as quickly as possible.
K.I.S.S. – KEEP IT SIMPLE STUPID
Your target demo needs to know your name and the political office you’re seeking. Hence, the fewer letters, the better. The words will be larger and more visible. You’ve got a limited amount of text space, so use it wisely.
NAME/OFFICE
Obviously, your name is the most important information your sign will contain. Including your last name only is adequate unless there is a reason to separate your name from someone else running for the same office. When stating the office you’re running for, …KEEP IT SIMPLE. “For Governor” may work better than “For Governor of xxxx and xxxx and xxxx.” If an incumbent is running for office, you may want to use RE-ELECT, KEEP or something similar.
DISCLAIMER
It is your responsibility to find out the requirements for the disclaimer clause and give this information to your screen printer. Disclaimers vary in different districts, so it’s your responsibility to learn your state and federal laws regarding printing and distributing political advertising. The exact wording, location, and required size is usually dictated by the election authority governing your campaign.
FONT
The more fonts (a.k.a. type styles) used, the more difficult a campaign sign will be to read, so limit your font choices to one or two per layout. Fonts such as Arial are the easiest to read from a distance and in most cases should be used for your headline or primary message. Fonts such as Arial, Times New Roman and Cooper are great for your secondary message.
The Do's and Don’ts of Campaign Signs
We’ve all seen neighborhoods attacked by an entourage of political yard signs. Why? Because they work! Political yard signs have proven an effective way for candidates to promote their image…and win!
The following do’s and dont’s can help you maximize your yard sign and your campaign.
1. What’s in a name? A lot!
- Consider the length of your name. Hall and Buckingham are going to require different signs. A portrait layout may work for short names, and a landscape layout is best for long names.
- If you have a common name like Jones, consider including your first name in your sign to distinguish and avoid confusion with other Joneses who may or may not be running for other offices in the current election cycle.
- o If you use your first name, do not use the same font size as the last name, as it may detract from the recall of the last name.
2. What are you running for? The position you’re campaigning for means a lot. Verify it’s displayed as a recognizable position, and as it would appear on the ballot. If you’re only placing signs in you district, eliminate additional references and specific numbers. For example, use Congress instead of 12th United States Congressional District. Additionally, avoid using too many abbreviations, if any.
3. KEEP IT SIMPLE! If you’re being reelected, show it! Use re-elect as it will distinguish you as the incumbent. Words like vote and for and dates, Nov. 8th, are unnecessary and can detract from your chief mission – presenting who you are and for what position you’re running.
4. Slogans are great if you’re placing signs at stoplights. However, most viewers of your sign will be cruising by at 35+ MPH – you’ve only got a small second window to state your purpose.
5. We are in the age of icons. Everyone knows the symbols of an elephant (Republican), donkey (Democrat), and schoolhouse (School Board)…Get the picture? Symbols or icons may help!
6. Disclaimer - It is the candidate's responsibility to find out the regulations and inform the printer. Make sure you include the disclaimer, "Authorized and Paid for…" or whatever the exact wording and size and position is as dictated by your local and/or state election laws.
Campaign Signs – Are they worth it?
Are the vacant lots in your neighborhood appearing a bit cluttered these days? Republicans…Democrats…the yard signs are everywhere. The one thing some of these signs have in common? They’ve been uprooted!
It's possible that the signs have been simply knocked over by the wind (yeah, right) or more often, uprooted by opponents who have not been fighting fair! Regardless, the signs should not have been there in the first place - from a legal standpoint.
IMPORTANT: Our Rule: NEVER place a yard sign ANYWHERE unless you have express permission to place it there. It ’s disrespectful, unfair and rude!!!
In most states, placing campaign signs on medians, traffic circles and other obvious roadway locations is illegal, but that doesn't stop some campaigns from doing it. Illegal yard signs placed on city property become an issue when they become hazards for drivers or when pedestrian safety might be compromised by obstructed views.
Most campaigns have a set amount of time after the election to take down signs in public places. In 1993, the Supreme Court ruled that setting time limits for how long campaign signs can remain posted after an election is unconstitutional. In the unanimous opinion, the court wrote that a city or county's concerns about aesthetics and traffic safety do not justify restricting political speech. However, if signs aren't removed in a timely manner, at some point they will most likely come to be viewed as litter.
But having to take down signs might not be such a steep price to pay for what experts say is a proven method of marketing. As our society has become more technologically savvy, citizens have become more skillful at blocking electronic messages.
While many conventional forms of advertising can be tossed in the trash, a constant flood of a candidate's name can be an effective way of reaching less-informed voters. Remember, you can easily filter out junk mail in your inbox and mailbox, but it’s harder to ignore yard signs.
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