Common Campaign Sign Questions

We recently reached out to the good folks at CandidateSigns.com with some common questions about campaign yard signs. From the answers we got, it looks like consistency and simplicity is the key to success…

1. What is the most common campaign yard sign size?

It all depends on the size of the campaign. Generally, it’s been the fold-over paper sign. They have been the least expensive to purchase at medium quantities. However, corrugated plastic signs have been increasing in popularity over the last few cycles. Coro prices have come down significantly and now, low quantities are available. And now, new technologies allow us to print as few as 10 signs in an order while still being affordable for the candidate. But we see many 50 and 100 sign orders in Coroplast. Large campaigns usually go with bag signs. They are very low cost in high quantity – say 2,500 or more. Bag signs are very easy to deal with and are pretty durable.

2. Besides the candidate name and elected position, what other elements should a sign have?

Right, name and rank! Actually, we see a lot of first-time candidates who want to put a lot of extra stuff on their sign. The fact is, name and office, along with one very simple graphic element is the best sign. It’s the old “KISS” theory: Keep It Short and Simple. There’s no reason to have five or six different things going on. You lose the viewer at that point. Remember, these are signs, not palm cards or brochures. People are driving by the signs; they just need to see the candidate’s last name a lot.

3. Is it a good idea to mix and match different yard sign sizes or design variants?

No, you want consistency. Getting fancy with things just confuses people. The best thing to do is have a clean and simple sign that’s easy to read and uses color effectively. A campaign will waste time and money – two things they’re usually short on – trying to get cute with their signs. For instance, sometimes they want to do a Burma Shave type thing. I’ve never seen one work. It’s just better focus time, energy and money on getting votes and meeting people.

4. Are there any particular design tips to make a sign more effective?

Yes, there are a few things for an effective sign. First, use common typefaces that are familiar to people. A candidate may think that’s boring. But, common typefaces are used often for a reason – they work. Next, use just one color, maybe two colors, but only if you have the budget. We see large campaigns use one color all the time. If it’s a good design, one color is enough. Using three or more colors is a waste of money and doesn’t actually achieve what the candidates think it will achieve. And the third thing is to use a graphic element. Here’s where it gets tricky. Often times a candidate will put “Vote For” along with a few stars, a couple lines, and then a school bus. It’s just clutter and only takes away from the main purpose – name recognition. Incorporating one simple but original graphic element isn’t easy, but if it’s done right, the sign will look great – and most importantly, people will remember it.

5. How many yard signs should a campaign purchase? Is there a ratio of voters/signs?

This is the hardest question to answer besides, “Will I win?!?” You have to have enough signs to be a visible campaign that’s taken seriously – you have to be viable. You need enough to get good coverage with your voters. If you don’t have signs up, these who consider themselves “insiders” will cannibalize your campaign and stall any momentum you’ve built. It’s hard to create a ratio, since each race is different, but, you need to cover your polling places on Election Day, you need signs in yard for your lists, e.g. church, work, spouse’s business/work, any civic groups you belong to and of course and political organizations you belong to. Further, you need signs for people to take home from your events and neighborhood meetings. I’d also set some outside your home so people can stop by and pick one up without having to call or make arrangements.

Having said all that, anyone who’s serious and running for a small office can get rid of 150 signs in a week – easily. I’ve seen lady candidates do that. We do get smaller orders, but these are for people running for mayor of a town with 2,000 or 3,000 voters. The more signs you have up, the better.

6. What type of sign material do you recommend?

Just like politics, everyone has an opinion about campaign signs. Personally, I like the bag signs because they are so easy to work with. But, they don’t make sense for smaller campaigns. I like to coro, because they ship well and are good for states with a lot of bad weather.

But my favorite sign is the good old fashioned paper sign, not too big, stapled over a rough cut wooded stake. Maybe it’s because I started campaigning when I was 6 and I like the nostalgia of them. They just feel like real campaigning, they are cheap, cheap, cheap, and they are very versatile. Since they are printed on one side, folded over and stapled to the wood stake, you can cut the sign in half and put them in the windows of your cars or businesses or apartments. They do just fine in weather, and they don’t hurt the environment. Plus, they are the best signs for doing visibility, parades and events. When you consider the cost and versatility of paper signs, it’s pretty much a slam dunk for medium sized campaigns.

7. What’s the deal with the Union Bug? Is it important?

Yeah, this is a huge thing depending on where you are, geographically speaking. If you’re in a state where you’re supported by any labor organizations, you’d better print with a Union shop. If not, you can kiss their support goodbye. A lot of people make it a Democrat or Republican thing, and in some places it is. But it’s about voters. If you have a lot of labor households around, they know what the union label, also known as a union bug, is and if you’re campaign materials – including signs, printing, etc. don’t carry the bug, you risk losing their support.

We print the bug on everything we produce unless we’re asked not to. Having it usually won’t hurt you, but not having it can. Most shops are not union shops and therefore don’t print the label. It’s often hard to find a union print shop. From a customer’s perspective, there’s nothing different between union and non-union shops, except you have the label on your items or not.

8. What should I look for when selecting a printer?

First off, if someone is advertising super-low prices, something is wrong. Most likely, that’s a teaser to get your attention. Often they have hidden fees, extra charges or fine print that puts their prices higher than those who advertise legitimate pricing.

You also want a printer who is professional and friendly. If your first contact with them isn’t great, it’s only going to go downhill from there. You want a kind and courteous person who knows the sign industry, but also knows the campaign business too. Just because you can print a few hundred signs, doesn’t mean you know how to help a candidate get the right order that will work best for them.

Also, look for a printer that has lots of information and a professional website and email. If someone sounds a little shady on the phone, be leery. If they don’t have any testimonials, be leery.

The best place to buy signs is a company that works with candidates and political professionals every day. You can have a higher level of confidence working with someone who knows politics. How many sign printers have been in the trenches of a political campaign? Put up thousands of signs? Very, very few. Select a sign vendor who’s been around the block, literally.

9. When is a good time to order campaign signs?

Now…seriously. The closer we get to elections, the busier sign printers are. November and December are the slowest times for us. We have campaigns calling right now and getting set up for orders for the 2010 cycle. These are the people who plan ahead. While there are legitimate reasons people delay in buying campaign materials, putting it off will only frustrate you. Having your signs in your garage or office for a month before they need to go up is a great feeling. It also shows how organized a campaign is – which breeds confidence on the campaign trail. Basically, you need to start the ordering process about two months before you think you’ll need them. Normal production is just 5 days and shipping is anywhere between 1 and 4 days, so two weeks is the minimum. Having that extra time makes it possible to develop a relationship with your printer, get all your questions answered, get a great design and the best signs for your campaign.

10. Where can someone get layout ideas for signs?

Oh, you make it so easy! We have 65 different campaign sign examples on our site. But, we make each signs custom. So if a candidate has a design, we’ll print that, otherwise, we help the candidate come up with an original design. And, we do something different than other companies, when we design your logo, we send it to you so you can use it on all your other campaign materials. So you get a consistent look and a coordinated campaign.

For more information about campaign signs visit www.CandidateSigns.com.

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