An expert in the field of branding has claimed that the colours used in marketing materials by political parties in the run up to an election can be used to build a brand, thereby winning votes. Tim Dewhirst, an associate professor in marketing and consumer studies at the University of Guelph, is an expert in the field of Packaging and branding.
He said, “The colours are really an important form of identity for each of the parties.”
The Liberal Party’s electoral Signs are red. Dewhirst calls red “spicy” and eye-catching. Red also communicates the same qualities that politicians would like to project, according to Dewhirst.
He claimed that it is a colour associated with leadership and power, noting that a lot of blockbuster brands, like Coca-Cola, McDonald’s and Marlborough cigarettes, feature it prominently in their corporate image.
Dewhirst also said:
“That’s also a nationalistic or patriotic colour for Canada. The Liberals in many regards have the advantage.”
The Conservatives use blue which is said to be associated with the strong, quiet type.
“Blue is often associated with introspection, solitude and it also brings to mind the sky and the water.”
Dewhirst said, adding:
“In certain contexts, it’s also a masculine colour.”
The New Democratic signs are mainly orange, prompting the professor to admit that whilst it is a colour that stands out, it does not have any obvious associations.
Green is the colour The Greens use. Professor Dewhirst said that green makes you think of the environment and renewal, which is appropriate for the party.
With any promotional campaign, colour has an important influence. Poster and flyer printing firms in Guelph are able to offer advice on the colour scheme for any campaign.
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