It’s a tradition as American as apple pie. Every election cycle, campaign signs can be spotted sprouting out of yards, near polling sites and along roads, whether for local, state or national candidates.
But with how ubiquitous, and easy to ignore, campaign signs are, how effective are they really?
Mark Petersen, associate professor of political science and public policy at Aurora University, and Jacqueline Babb, senior lecturer of integrated marketing communications at Northwestern University, said the answer is a little complicated.
“Sometimes we’re not necessarily even doing something because we expect it’s going to provide us with an edge, but it’s a nice way to say, ‘I’m engaged in this election. This is important for me. This is how I show my support,’” Petersen said.
Putting up campaign signs adds to a feeling of belonging, Babb said.
“As humans, we have this innate need to feel like we belong to a group, so if I can put a sign in my yard I feel like I’m doing something for the political process,” she said.
Lake County Democratic Chair Lauren Beth Gash said the enthusiasm surrounding campaign signs can help lead to greater engagement from residents, like making phone calls, writing cards or knocking on doors for candidates.
That’s not to say the signs are just for those putting them up. While marginal, campaign signs can have a positive impact on generating interest and votes, and increasing turnout, Petersen said. In a smaller local race, where elections can be decided by a few hundred votes, that difference can be huge.
For elections, especially those down-ballot, name recognition is critical. Voters who aren’t as aware of smaller elections may simply choose a name they recognize, and having signs around the community can help boost awareness, Babb said.
However, a campaign sign isn’t going to convince a committed voter to flip, Petersen said. The type of people most likely to be affected are those with the least interest or knowledge. If an undecided voter sees a friend or neighbor with a sign, it could trigger interest, he said.
Yard signs are also extremely cost-effective, Petersen said, running maybe a dollar per sign, making them an easy tool for campaigns with little to no money to spend. But the rule of thumb is the more cost-effective and low-effort something is, the less effective it is, Petersen said.
Something high-effort, like getting together a team of volunteers or spending hours talking with potential voters, is far more likely to be effective than putting up signs.
Yard signs are something of an American custom, Babb said, and not practiced in most other countries. They date back to the 1820s when John Quincy Adams utilized them in his campaign for president.
In other countries, election campaigns are typically shorter, Petersen said. The U.S. presidential election cycle can extend to two years, and requires effort to sustain it over such a long period of time. Yard signs are a cheap way to do that, he said.
When it comes to designing a campaign sign, simplicity is key, Babb said, both in message and design.
“You don’t want to have a lot of words on a billboard,” she said. “You really want people to see the sign, recognize your name, go to the polling booth and find that name again.”
Beyond campaign signs, local campaigns on a tight budget can try to utilize other inexpensive techniques, like social media, mailings or simply spending time in the community talking with constituents, Babb said.
Rules for yard signs
Enthusiastic voters still need to make sure they’re following local and state ordinances when placing signs. Illinois and Lake County regulations prohibit the placement of signs in the public right-of-way, and any signs placed in the county’s right-of-way will be removed by the Lake County Division of Transportation for disposal, according to authorities.
Rules for signs on private property vary depending on local jurisdictions.
What’s more, anyone who damages or steals campaign signs can face serious consequences.
According to Lake County Sheriff’s Office Deputy Chief Christopher Covelli, the office doesn’t differentiate between stolen campaign signs and any other form of theft.
“All thefts are categorized as a theft, and investigated the same way,” he said. “Someone who steals a campaign sign can be charged with theft, as they’ve taken property that is not theirs.”
The same applies for damaging a campaign sign, he said. Theft and damage of campaign signs is “not uncommon,” he said, and the office sees several instances of both every election cycle.
Covelli said anyone who has had a sign stolen or damaged can contact the sheriff’s office or their local police department to make a report. He advised providing any applicable evidence, including video surveillance of the incident.
“We will work to hold the offender accountable, just as we would with any other criminal matter,” he said.
