Market Perception Ratings for Presidential Candidate Websites – Part II

This is the second post in our Market Perception Ratings for Presidential Candidate Websites series. Our first featured the color psychology analysis of Joe Biden, Bernie Sanders, Elizabeth Warren, Kamala Harris, and Pete Buttigieg websites. Read part one here.

We will continue to expand and update the series through the 2020 Presidential election as candidates and market perception changes course. Our goal is to uncover trends and priorities in each candidate's marketing efforts and to observe if, or when, they change during the course of the election.

As of the time we published this, final five of the top ten candidates according, to Rolling Stone's 2020 Democratic Primary Leaderboard article are Beto O'Rourke, Cory Booker, Amy Klobuchar, Andrew Yang, and Julián Castro. We will focus on them during this post.

Our previous post broke down the first five; read part one here.

6. Beto O'Rourke

87% of Beto's website is black. This pulls focus toward his next most used color: blue (7%). Black is typically used to convey strength or power in branding; which is why you see that color used so often in manufacturing branding. Blue is the quintessential color of trust, integrity, and reliability. His website doesn't necessarily rank high for trust due to the small percentage of blue used in comparison to black in his website.

Did you notice that, aside from Beto, his website is void of any color? Where most candidates use color, in many cases red, to call out their donation button his donate button is more subtle and a balance between white and black (grey). His primary call to action is stark white and is labeled "Let's Go" to sign-up for his email campaign.

His website design ranks highest with 36-50 year-olds.

View full color psychology analysis here (captured May 16, 2019)

7. Cory Booker

Much like Beto's website, Cory Booker's branding is heavily black (54%) and white (9%). He utilizes red (16%) as his secondary color to pull focus to his name and his call to action button: "Let's Go" for email campaigns.

Black as a brand identity color is associated with being bold, formal, mysterious, and strong. Red represents action, assertiveness, and drive. In one study it was determined that the color red caused people to react with greater speed and force (source).

His website has an incredibly high demographic sentiment rating for 19-24 (78.00) and a perfect score for teenagers (100.00). We don't see that often.

View full color psychology analysis here (captured February 21, 2019)


8. Amy Klobuchar

Amy Klobuchar's website has a secondary dominant color group (38% of colors) that relies on greens (36%) to establish much of her color psychology identity. Green is associated with growth, vitality, restoration, and balance. Her secondary color, grey (23%), is impartial, classic, stable, reserved, and calm. 83% of the colors are cool colors, which evoke a tranquil mood of calm and relaxation. Are you sensing a trend?

Her website has above average ranking for trust and reliability. On interesting design oversight to acknowledge is that depending on the size of your browser Amy Klobuchar may not even be the focal point of the website (as seen in our UXT snapshot above).

View full color psychology analysis here (captured February 21, 2019)

9. Andrew Yang

Andrew Yang's website is a great example of leveraging color psychology is a very strategic, calculated, way. Dominant color groups are primary colors (45%), which are represented by red, yellow, and blue. Blue represents 45% of his design and is met by 28% of black.

The usage of black draws focus toward himself without the need for vibrant warm colors like red or orange. His balance of color provides off the chart ratings for quality, trust, and reliability.

He is in the minority by choosing a cool or neutral color for his primary call to action: I'm In, to sign up for his email newsletter.

The balance of color in his design has proven to be very favorable in all demographics. All ranking higher than 60, which is abnormal. Especially within the candidate website aesthetics we've outlined. 

View full color psychology analysis here (captured February 21, 2019)


10. Julián Castro

Comparing Julian Castro's website to Andrew Yang's is a great example of how using similar colors, and amounts of each color as a composition, to a competitor can yield similar sentiment ratings. So we will not dive into that aspect.

Primary is the dominant color group (52%), with blue be the most used color representing 50% of the overall design composition. The largest difference is the usage of red (2%) and white (13%).

Julian's website uses a dark blue for a call to action in "Join!" for his email newsletter. Because this is generally the same color and temperature as the surrounding space it gets lost in the design. Most websites in this series, up to this point, have used a vibrant color like red to stand out.

His primary call to action, based on size and placement, is labeled "Donate" and uses the color blue.

View full color psychology analysis here (captured February 21, 2019)

Uncovered Trends (candidates of this article)

  1. Call to action colors: White (20%), Red (20%), Green (20%), Blue (40%)
  2. Primary call to action labels: Let's Go (40%), Join Us (20%), I'm In (20%), Donate (20%)
  3. Top perception ratings: Quality (80%), Reliable (60%), Lonely (60%), Trust (60%)
  4. Dominant color groups: Neutral (40%), Primary (40%), Secondary (20%)
  5. Most used color temperature: Cool (80%), Warm (20%)

Uncovered Trends (top 10 candidates)

  1. Red as a call to action color (50%)
  2. Donate as the primary call to action label (50%) 
  3. Reliability or trustworthy as the top perception (70%)
  4. Neutral colors as the dominant color group (50%)
  5. Cool colors as the most used color temperature (80%)

How we captured this data

We've taken a snapshot of each website using UX Triggers and utilized our color preference data from roughly 500 participants to define market perception and demographic sentiment. You can do the same by signing up for a free Pro-level trial account here (no credit card required, 7 day trial). If you already have a Pro account, you can view each of the results in full by clicking on the link with each candidate's breakdown.

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