When running for political office, your main campaign cost is definitely going to be marketing yourself.  Yard signs are probably going to be where you spend most of your marketing money.  In order for your campaign sign and logo to be effective, consider some of these tips:

1. Short, Sweet and to The Point: Think about the purpose of your yard signs and where they are going to be placed. Most yard signs are going to be handed out to supporters/volunteers and placed in yards or along streets and highways.  People driving by are only going to see your campaign sign for few seconds, so it is important for them to see the basics–your name and the office you are seeking.  You can add some “flair” to your signs, but remember, too much can actually hurt your sign.  One of the worst things someone could do is put a ton of text and symbols on their yard signs to simply fill up space.  Candidates tend to overuse stars, elephants, donkeys, check marks, gavels and the list goes on.  Also, portraits on political yard signs are a bad idea.  People driving by at 35 mph will never see what you look like.  What may work on a 4’x8’ sign will not always work on an 18”x24” sign.  The same goes for political slogans.

2. Color Choice: Color options are endless, however most printing companies offer a core selection of standard colors that are available at no extra cost.  The color(s) you use may not determine the election results, but there are some things to consider:

Know what your opponent is doing: The last thing you want is for your signs to be the same color as your opponent’s.  As mentioned above, voters may only see the sign for a few seconds and you don’t want them to mistake your sign for your opponent’s.  If your opponent is using the colors that you had your heart set on, there are other options so you can still get your way.  If your opponent got to the blue on white before you did, go with a blue reverse (blue background with white text).  If your opponent is using red, white, and blue, and you would like to as well, consider a different shade of blue.  Reflex Blue and Fire Red (red 186) is by far the most popular color combination, but there are many shades of blue that come standard—peacock, process and navy.

Make sure your sign “pops”: If you are going with a 1-color design, contrast is important.  Use a dark color, like blue, red, black or a darker green.  If you are using a 2-color design, make sure the colors contrast.  For example, it is a bad idea to use black and navy blue together.  These colors are similar when printed, so you could actually pay for a 2-color sign and get something that looks like it is printed in 1-color.  A 2-color design, though it will cost you more, is definitely a more attractive option.

Consider your elements: If you live in Wisconsin and have your yard signs out in the winter, make sure your sign won’t blend in with the snow.  An easy fix for this is to use the “reversed out” technique as stated above.

3. Think about using a template: Some companies offer online design templates you can choose.  This is a great idea.  These templates are usually proven, well thought out designs.  Also, check to see if a company offers free graphic design work.  Trust the graphic designers. They do this for a living and know what will be effective.

4. Fonts: You may include all the right text on your campaign signs, but make sure the fonts are legible.  You may really like the font from Harry Potter, and your name even may be Larry Cotter, but don’t use the same font.  It will be hard to read and cause confusion.  Stay away from Comic Sans.  It is probably the most generic, unprofessional font available.  Also, don’t use an extremely thin font if you want your sign to be legible.  Script fonts, a font that looks like cursive handwriting, should not be used for any words you actually want passersby to read.

5. Disclaimers: Make sure you know your local disclosure laws for yard signs.  For example, Texas has a “right-of-way” disclaimer that is required on all yard signs.  Most states require you to have information on your signs stating who paid for the signs (Paid for by….), or even your campaign address and campaign treasurer’s name.  Candidates running for a federal position require a thin box around the disclaimer.   Some locales even have regulations on the font size.  It is very important that you know the laws before you order your signs, otherwise you could be forced to remove all of your signs, have them reprinted, and even be fined.

This may seem like a lot of information just to make sure your political signs are effective.  But, if you keep in mind that your yard signs need to be legible, unique and professional, it will all fall into place.  Remember to seek the advice of the professionals.