For the past few weeks I've seen a handful of this particular yard sign around town in advance of the upcoming primaries – I already early voted, don't worry – and it has been driving me crazy. It's like one of those flyers that violates every rule of typography and graphic design. EVERYTHING about it is wrong. It's not just bad, it's bad comprehensively.
I had reservations about shitting all over it, since the candidate was presumably some schmoe who didn't know better and meant no harm. Then I finally remembered to google him and it turns out he's some F-list right wing radio personality running in the GOP primary proudly boasting that he's the only candidate who was "with President Trump from Day One!" So, that took care of any reservations I might have had. Fuck this guy.
Here's the sign.
A couple problems. In fact, it's all problems.
1. What in the fuck is "U.S. House #4"??? Do you think there is a single voter in the country who thinks of their member of Congress as "U.S. House" and then knows the number of the district? How about you do like every other candidate on the planet and describe yourself as "for Congress." Because textbook pedantry aside, it's pretty common to simply refer to the House of Representatives as "Congress," and we avoid the confusion of the fact that there is both a State and Federal "House" in many states that way too. I guess you could add the district number, although it's not like this city is divided into multiple districts or anything really confusing. But why not write "4th District" if you felt that need? "U.S. House #4" reads like an alien or an AI wrote it.
2. The color scheme is terrible. Just terrible. There's a good reason 99% of signs use a solid dark background (navy blue, for example) with white font. It's much easier to read, with white background / dark letters a close second. "Do two bright colors" is pretty far down the list. I guess it's unique, but. It's also bad.
3. Mention that it's the GOP primary, or that you're a Republican? The incumbent Democrat won this district with 75% of the vote in 2018. The GOP challengers are essentially running a vanity campaign against a Rep who is all but unopposed. It's unclear what benefit, under those circumstances, derives from not stating party affiliation.
4. "Dr. Nasir" is two irrelevant pieces of information. For down-ballot races you want people to get one single piece of information about you – your last name. I doubt there are a lot of Shaikhs on the ballot. Get people to remember that. I guess if you feel like people will be impressed that you're some kind of Doctor, add a small Dr. to Shaikh. The first name is just totally superfluous here, a waste of space.
5. You can tell so much about what kind of guy this candidate is by the fact that he cheaped out and bought the tiny signs. "Sure it's half as effective as the full-sized sign, but we save like 10%!" Never, never, NEVER cheap out like that. If you're spending $2000 on a minimum order of yard signs, you can spend a few hundred dollars more to get the regular sized ones. This tiny sign is not just harder to see – it looks cheap, amateurish, and screaming "crazy guy who is not a serious candidate" when you see it in a field of 20-30 other full-sized signs. What did you save by downsizing to these tiny things? If money is so tight (Doctor?) that you can't spend the pennies-per-sign it costs to get a normal size, what are we supposed to conclude about your campaign?
6. The font is bad. Bold it. Fill up the space with the limited information you're trying to convey: Shaikh. Congress.
I suppose someone will one-up this with an example of even worse graphic design, but for some reason this thing raises my blood pressure every time I see it. I know for a fact that if you visit any website that sells these things, they have dozens of canned design templates available for novices. Every single one of them is better than this sign. They're templates for a reason. So this guy didn't just design a bad sign, he designed a bad sign and then went out of his way to ignore the readily available, much better options.
In conclusion, fuck this guy and his cut-rate signs and his Trump bootlicking.