Election signs. There's more to them than you think.

The candidate signs are now clearly in sight as the city prepares for the October 27 municipal election.

Six candidates are running for mayor, with another 27 running for 12 city council seats, while another 23 people put their names forward for school board trustee seats.

The signs are of different sizes and colour combinations, some with a candidate's photo included, some gathered in bunches or rows.

What effect does a candidate's signs have on his or her's chance of getting elected to office?

"I think signs play a big role in raising citizens awareness about a candidate's campaign," said Trevor Tchir, a political science professor at Algoma University, speaking to SooToday.

"When citizens choose to put a candidate's sign on their own lawns, that could be a big momentum builder for that candidate's campaign."

"If you see more than one resident on a street or block putting one candidate's sign on their lawns, those voters who are uncommitted begin to think 'what is it about their candidate that I need to know about, why are some of my co-citizens willing to throw their support behind him?' and momentum begins to build."

Regardless of how attractive a candidate's sign may be, or the number of them, there is a real need for voters to know more about each candidate and not go with the flow.

"There's no policy platform on signs, so it's important citizens get to know the issues and the platforms of each candidate, and that's where the role of flyers, mail outs, websites and candidate debates are so important," Tchir said.  

"A candidate's performance in a debate, door to door canvassing and the appearance of his capacity to address key issues, like the economy, is important."

There are also important safety precautions you must take before putting an election sign on your lawn, to keep you from severing an underground pipe or cable.

To read that information. click here.

As far as the appearance of signs are concerned, there is more to it than you might think, Village Media designer Dennis Houle said.

For example, what about the significance of a sign's colours?

Houle points out U.S. President Richard Nixon hired a team to research the most effective colour combinations, which turned out to be orange and black. Since elections often take place around Halloween, this combination is unfortunately not recommended."

In regards to lettering, Houle said, "Less is more. Signs are typically read from cars or moving pedestrians, so three to five words is most efficient. Big bold type in a contrasting colour to the background is optimal, especially when used for the candidate’s last name."

"Website addresses on a sign are not recommended. It’s so easy to find a candidate’s home online that cluttering up a sign, or squeezing it in at the bottom in tiny type deters from the sign’s main purpose. "

"Emphasize the words 're-elect' and minimize 'vote' or 'elect.'  One shows experience and confidence, the other shows inexperience," Houle said.

"Signs made out of materials that fade, tear or warp tend to make voters feel like this is a reflection of the actual candidate.   Candidates should make sure their signs are holding up in the elements and are not falling over haphazardly."

Location of signs is important, Houle said.

"Sign location is more than just a scattering of signs.  Well placed signs, in high traffic locations, reinforce the the campaign’s purpose of name recognition. "

"Photos on a sign are not recommended. The only thing on the ballot is the candidate’s name, not their photo.  Having people remembering your face, not your name, will not help on election day."

If you're wondering how much candidates spend on signs, Sault Ste. Marie City Clerk Malcolm White said there is no separate category for signage within the legal limits of campaign spending.

Mayoral candidates are allowed to spend a base amount of $7,500 on their campaigns, with an additional 85 cents per elector city-wide, which works out to $57,091.55.

Ward candidates are allowed to spend a base amount $5,000, with an additional 85 cents per elector in their ward (in Ward 1, for example, that would work out to a grand total of $14,732.50).