You have to hand it to the Nationals — you can’t miss their profile pictures when they pop up in a Facebook or Twitter feed.
Here’s Mia Davies, MLA for Central Wheatbelt, on Facebook, for example:
Here’s Collie-Preston candidate Monique Warnock:
And, lastly, here’s the Nationals WA:
Everywhere you look, their team members are in the same shade of green, with clear, striking branding across their accounts. Party leader Brendon Grylls breaks the mould a little, with a profile photograph that includes Karratha in the background, but if recent photographs are anything to go by he’s lived in his green Nationals WA polo shirt for months.
Over on Twitter, Mining and Pastoral MLC Dave Grills also has the logo incorporated into his bio picture — in fact, even his links and hashtags appear in green.
— Dave Grills MLC (@DaveGrills) February 8, 2017
Why does it matter?
The Nationals are running hard this election against a range of smaller competitors in addition to the Liberal and Labor parties. That means they need to stand out on every social conversation — and a consistent colour and brand helps them do that.
However there are risks to abandoning headshot for variations on the Nationals imagery, with some people arguing people want to engage with a person, not a logo. But block colours do help to make members of one team in a crowded political line-up easily identifiable.
If you don’t have a brand does that mean you can’t use the same theory? Of course not. Rand Fishkin, founder of SEO firm MOZ, has A/B tested his profile photographs and switches up the block colour in the background of his headshot to make it easier to stand out.