By Donna Portland & Lynne Strong

Campaign signs are inevitable in any election and one can drive around the LGA to see them dotting the kerbsides during election times. While some candidates opt for small corflutes that are nearly impossible to read, a few colour choices stand out: vibrant shades of orange, red, and green.

Marketing experts will tell you that there is a strong correlation between colour and brand recognition, especially in political campaigns. Colour acts as a visual shortcut, helping voters identify a party or group before even reading the text. Research in both marketing and psychology suggests that colours are powerful tools for triggering recognition, association, and emotion.

The possible impact of colour on campaigns in our LGA’s latest election

Group A’s orange:

Orange is a vibrant and energetic colour, often associated with enthusiasm, innovation, and action. Its warm tone can create feelings of friendliness and approachability, which appeals to voters looking for community-minded candidates. Group A's choice of orange may convey the energy and forward-thinking mentality they want to project.

Labor’s red:

Red is traditionally linked with strength, passion, and urgency. It's a bold and powerful colour, perfectly aligning with Labor’s advocacy for workers’ rights and social justice. Red’s intensity suggests a commitment to decisive, bold action – qualities that Labour hopes to project to voters.

The Greens’ green:

Unsurprisingly, green is a clear nod to environmentalism and sustainability. The colour immediately signals The Greens’ core focus on ecological preservation and a connection to nature. Green's soothing, natural associations perfectly align with their policy platform and appeal to environmentally conscious voters.

Why does colour recognition work?

Speed of recognition: Colours are processed by the brain faster than words, enabling quick identification of campaign materials even when passing by a sign at speed.

Emotional impact: Each colour carries its own emotional weight. Red, for instance, evokes urgency and passion, while green suggests calmness and environmental awareness. This emotional trigger is crucial in influencing how voters feel about candidates.

Consistency across materials: By maintaining consistent colour use across all campaign materials—banners, leaflets, and digital ads—a campaign strengthens voter recognition and builds trust. The repeated exposure to these colours helps voters quickly associate them with specific parties or candidates.

In political campaigns, a carefully chosen colour, paired with a clear message, can have a significant effect on voters' ability to remember and identify with a party or candidate.

Beyond colours, familiarity plays an essential role in earning voter confidence. Voters are naturally drawn to candidates they know and trust. Group A’s candidates - Cameron, Erica, Melissa, and Mark - are not just names on a ballot; they are long-standing members of the Kiama community. Their active involvement in local initiatives showcases their commitment to the region's growth and well-being.

These candidates have built trust over the years by focusing on balancing the budget, supporting local businesses, and promoting sensible development. These practical, down-to-earth policies resonate with voters who want to preserve Kiama’s unique character while ensuring it thrives economically.

Group A’s success in the election isn't just about strong policy positions - it’s about the trust and connection they’ve cultivated with the community. Their balance of business acumen and community service has clearly struck a chord with Kiama’s voters, making them trusted leaders in the area.

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