Or, just last name, or first name, or different combinations of letters. The designers talked about using all capital letters or all lowercase. But they stressed that the challenge is that you have to use the candidate’s name, so you have to find a font that works with that name. It wasn’t so much that the font was necessarily liberal or conservative, but a font that felt very traditional might work better for a more conservative candidate. So if a person is steadfast and dependable, you want a font that conveys steadfastness and dependability. We talked to eight graphic designers and they talked a lot about their process, about how they tried to find a font that conveyed the candidate, their qualities, and their attributes. It sounds like there’s a lot of thought that goes into choosing fonts.
Men were less likely to use script or handwriting than female candidates were, and more likely to use slab serif, so we see differences based on party, on years in office, on incumbency, and candidate gender.
Incumbents were more likely to use serif, so that tells us that there’s a trendiness to the design that shows up in the logos that someone who got elected to Congress in 2008 or 2010 has a logo that’s probably from that era, that looks a little bit different than design now which leans more toward sans serif fonts. And they were more likely to use script or handwriting. One is party: Republicans are more likely to use serif than sans-serif fonts relative to Democrats. We found that a lot of things predict what typeface people will use. Your research found that typefaces in and of themselves were not inherently political, but convey information about the candidate.
The analysis adds to the growing area of research by offering an empirical look at typeface selection in political candidates’ logos and wordmarks-which is a type of text-only graphic treatment.
Visuals are often overlooked and under-studied in the field of political communication, but have grown as online content shifted from text-based blogs to more image-oriented platforms such as Facebook and Instagram, the study found. midterm elections, which saw Democrats pick up a net 41 seats in the House of Representatives to gain the majority, and Republicans retain control of the Senate. Researchers interviewed graphic designers to analyze more than 900 candidates’ logos from the 2018 U.S. Haenschen found that typefaces are chosen to convey information about the candidates and differentiate them from their opponents, thus making fonts a form of political communication. A recent study by Northeastern professor Katherine Haenschen, who researches the intersection of digital media and politics, explores the role of fonts in political branding.
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