These Colors Don't Run: The Use of Color on Obama's Campaign Website
This blog entry is part of a Fall 2008 blogging exchange between American University in Cairo and Stanford University's Online Activism class. To read all the entries, follow this thread; be sure read the earliest entries first.
We are analyzing the use of color on the Obama campaign websites for our writing and rhetoric course, which focuses on the rhetoric of online activism.
The first-time visitor to Barack Obama’s campaign website is immediately confronted with an abundance of blue. The color varies from a deep, royal blue to the light sky-blue of Obama’s campaign logo. What does this color mean? What argument is Obama making?
On the one hand, the use of bright blue as a highlighting color might be an attempt to literally “shed light” on Obama and his campaign; the vibrant yet dignified hue fits perfectly with Obama’s message of hope and change and his calm, collected, and confident public image. Blue is also a reassuring, calming color, perhaps used to enhance his appeal to undecided voters worried about his relative lack of experience. But in comparison with John McCain’s website, which utilizes a solid, monochromatic dark blue, Obama’s site may appear too cheery or superfluous- while McCain is dependable, stolid, and experienced, Obama is a pop-culture celebrity who cares more about exciting imagery than political content.
Both candidates, however, undeniably use blue as a reference to the American flag, and avoid red, with its associations with socialism, communism, blood, and anger (one of us is a Chinese citizen, and is accustomed to websites decorated in shades of red, an indicator of a completely different political system). When red is used, it is almost universally in a negative sense. In a short slide show on Obama’s website attacking McCain’s tax plan, the words “Bush” and “McCain”- obviously negative for a Democratic candidate- are a vibrant red, which conjures up images of “red ink” (a common term for debt), blood, suffering, and (above all) the Republican party, whose supporters are commonly referred to as “red-staters.” Although red and blue are equal on the American flag, they are clearly not equal in the complex political psychology of color that has become ever more important as the internet has come to dominate political discourse.
-Shuolong Yang, Kaitlin Halady, Kevin Baumgartner-
Comments
Discussing the colors and their effect on the audience is in my point of view one of many important aspects that are found on Obama and McCain's website. I absolutely agree upon what message these colors may convey to the viewer specially the part where it is stated that the hues of blue fit the message Obama is stating. Colors play a very important role because we are able to consider the audience and how they perceive Obama's message using the lighter blue with a somewhat starry sky emphasizes Obama's message on hope as was stated before and of change mostly. I also agree with the point made about the red color. Each and everyone perceive color in a certain way depending on the society they live in and what it conveys to them. Most of us do agree on the fact that red radiates violence, blood and anger which are the most comment features. Other might see it other wise depending on what this color conveys to them as a message. I believe that Obama made good use of the display of colors on his website and this display also shows that he is introducing something new to America.
Posted by: Kanzy Kandil | November 3, 2008 06:45 AM
I personally agree with you guys about the good use of the blue color in Obama's website as blue is my favorite color . Using the light blue in Obama's is a sign for hope and change. As you have mentioned Obama is trying to tell the audience that trust me and believe that I can change although he doesn't have the experience. McCAIN also used the dark blue in such way to tell the audience that he has the experience. I think Obama's using of the colors is more effective as it makes the audience feel comfortable.
Posted by: Ihab Awwad | November 3, 2008 12:49 PM
first of all i think your choice of topic is very interesting, i personally enjoyed reading you blog very much. i think that the color blue is used because it is known to be a relaxing color and it also resembles peace. as for McCain's website I think the colors are much more serious and professional than Obama's, which mean that Obama is trying to reflect a friendly image. Also, seeing bright colors rather than solid ones will mean hope and happiness, it may actually comfort people and give them a since of belongingness.
whereas, the red color to the Americans represent war, blood or violence. I know that to some other nations (Chinese) red may be one of the most important colors, but as they are not the targeted audience it is ok for them both not to use red that much. Also bearing in mind that red was used in both sites to draw attention to the important messages that both candidates are saying.
Posted by: Yomna Gamal | November 3, 2008 01:43 PM