PAY ATTENTION, CLASS, it’s time for the Armchair Mayor’s election campaign signs report card, which I’ve been providing each election since 2008.
As is the case with every other driver, I have literally one second or less to a) notice the sign and b) read it while not driving off the road.
The average human can absorb 5.91 words per second in silent normal reading. If we really boot it, we can hit 8.21 words.
This is a fact many candidates don’t pay attention to. As they’re sitting around with their campaign teams brain storming their signs, they focus on what looks great sitting on a kitchen table instead of what it will look like on a lawn or on the side of a busy road.
As a result, they end up with signs that simply don’t work and are, frankly, a waste of valuable campaign dollars. Those who understand what campaign signs are for, and what they’re asking of passersby, give themselves an advantage over their competitors, at least in standing out on a crowded hillside or roadside.
So let’s look at the criteria and how the current crop of signs measures up.
Mel Rothenburger is a former mayor of Kamloops and a retired newspaper editor. He is a regular contributor to CFJC Today, publishes the ArmchairMayor.ca opinion website, and is a director on the Thompson-Nicola Regional District board. He can be reached at email@example.com.