In a sea of hot-takes and off-the-cuff put-downs regarding the current snap election in the UK, I realise adding yet another one to all the noise has all the effect of a fart in a tannery but I want to look specifically at the aesthetics of these campaigns and how it reveals more than you might think. A close look at the Labour and Conservative manifesto’s graphics can tell you just as much as the policies inside. In addition I want to look at some of the language used by both sides and how that also – literally – speaks volumes for their ideologies. I won’t be looking at policies necessarily and while there is some cross over this isn’t necessarily a criticism of either parties pledges or policies. Here is a link to Labour’s manifesto and the Conservative manifesto so we are all singing from the same hymn sheet.
Let’s start with the most glaring difference between the two: Web optimisation. Labour has dedicated an entire subsection of their site to their manifesto, each section of it has its own webpage making it quicker to load. You scroll or swipe down to carry on reading and on the desktop version an image is justified to the left and remains static. There is a menu for each chapter allowing you to jump easily to the section of the chapter you want to read. This all speeds up load times and is very efficient. The Conservative manifesto is pdf in a media player on a single page of their website. In the page it is small and difficult to read but you can full screen it, however it still displays as a pdf in a book format (complete with animated page turning) and does not fill the browser. The player is much slower to load too due to the more complicated requirements of the animated elements. In addition Labour’s is more web native so downscales well for mobile devices which is how a majority of people will get their first access to it whereas the Conservatives’ relies on the ISSUU player and does not alter its appearance depending on what device you view it from, whilst this maintains consistency cross platform it makes it much harder to read if you’re viewing it on a smaller device. Now, importantly, the Conservative web manifesto is less friendly to the differently abled, certainly people without finger dexterity or who have vision problems, whereas Labour’s is much simpler to use and easier to read.
Now let’s look at font and text layout. The Conservatives have gone for a classical serif-based approach with Garamond (the font this article is written in), Labour instead have gone for the sans-serif, clean lines of Helvetica. As well as being visually opposite to one another the history of these fonts is poles apart too. Garamond was designed by engraver Claude Garamond in the 16th century for old printing presses, Helvetica on the other hand is a modernist font from the 50s by designer Max Miedinger. Generally in English we are used to seeing the printed word in a serif type like Baskerville or Times New Roman (named after the paper it was designed for) as it more readily appeals to our eyes that seek more human handwriting patterns, whereas Helvetica is much more a display font due to its clarity (used in the logos for American Airlines, Toyota, North Face, FedEx). Now on the printed page I’d argue Garamond works better in the lengthier prose sections except it has the effect of making the Conservative manifesto look dense an impenetrable, like the long form prose of a novel. Labour’s font may be plain and rather flat but it looks much easier to take in at a glance and therefore more welcoming. Online however it’s a different story. There are more sans-serif fonts on websites than serif, Helvetica is a fit for purpose multi-platform font that is clear and simple whatever device you read it on, Garamond is not (he said, writing in Garamond). Whilst it is definitely not like other web fonts and certainly looks ‘classier’ it is neither inviting nor easy to read. Unfortunately the Conservatives further compound this illegibility by seriously messing up the kerning (the spacing between characters). The Initial (those big letters that start the chapters) is really badly cramped against the paragraph, to the point of nearly overlapping – a design no no. Labour’s kerning is on point however, plenty of spacing between characters, aided by Helvetica’s clean lines, and a pronounced white box around the Initials Also the Conservatives’ page layout is cluttered and dense, Labour’s is sparse and minimal. The Conservative Manifesto reads more like a text whereas Labour’s reads like a power point presentation. The former is undoubtedly ‘powerful’, with more gravitas, but Labour’s is much more like the bulletin board it should be.
Labour’s Manifesto is much more in keeping with the design aesthetic of today (specifically web design) whereas the Conservatives’ is more like what we picture a formal legal or government document to look like. The latter is very much in keeping with the repeated dirge of ‘Strong and Stable’ and portrays the Conservatives as a more classical, traditional party but it is undeniably drab with it’s dour palette of Black, White and Blue. Labour’s on the other hand looks like every pamphlet you get dropped through the door: bright red, with the white shining cleanly through and – importantly – full colour images and colour coded sections. This speaks of Labour’s idea of inclusion, it is open and inviting with pictures of different people of varying gender and ethnicity. The Conservatives’ speaks more of its belief in individualism and the state stepping back to allow you to imprint you personality on to the policies and their presentation. In both cases both designs are not bad at all, they both reflect the message the party wishes to impart in the content of the writing itself and does so admirably, the point I’m making is that these designs are specifically tailored to appeal to their core voter and any undecided voter. Personally I find the Conservatives’ design to be an ugly, cluttered, austere mess with kerning issues and a shocking lack of understanding about web optimisation, whereas Labour’s is a minimalist, modernist’s wet dream i.e. Me.
Then there is the question of cost. Labour provided a financial break down of their manifesto promise in a separate sheet that broke down the costing. This was due to constant criticism by the press and the other parties that the socialist program was a myth and could not be properly funded. The Conservatives, with no such pressure, have provided no information on how their manifesto pledges will be paid for.
Now let’s look at the language of these manifestos and their respective launches. The Conservatives seem to be pushing the party to the background by constantly referring to Theresa May and her team, her foreword is littered with “I” and “My”, promoting the idea of individuality and (rather ironically given her and the party’s criticism of the ‘identity politics’ around Corbyn) that you would be voting for the leader who is much more popular than her party because apparently people still have the Mummy issues left over from the Thatcher era. Ahem. Labour talk about “we” “us” and “our” promoting their ideology of a shared society, community and a government integrated with the populace instead of one that steps back at times of crisis. Then there was the way the leader’s introduced their manifestos. Alright this is where I really get on my soapbox. Jeremy Corbyn used the same language in introducing his policies in an open airy space, unmolested or delayed by protesters. Theresa May’s however was delayed not just on the day but the manifesto’s printing itself was delayed four times (allegedly). Corbyn spoke of we and you and us and our where May talked of I and me and my. For all the talk of not trusting Corbyn you had better really bloody trust May as her words were that this was “My manifesto … a vision of the country I want this to be after Brexit”. That to me is terrifying and the true politics of identity. She spoke of wanting “to build a country” and that is telling. Brexit to her means destruction. It means the collapse of the previous Britain with its worker’s rights and moves toward equality, so the Conservatives would then have the ability after Brexit to build the country anew in their own image, or should I say hers. Corbyn’s introduction spoke of “unleashing Britain’s potential” after Brexit not attempting to reconstruct and introduced the policies saying “I am very proud to present OUR manifesto”. Believe what you like about the cult of Corbyn he is not the one publicising it, Theresa May – despite point blank denying it – most definitely is relying on the cult of her own.
My personal politics and loathing for the Tories and Theresa May aside what the manifesto launches and the manifestos themselves make plain is what is on offer from either party and not just in the policies themselves. On the one hand you have a severe, cold, austere, classical, stately manifesto of gravitas and great circumstance and on the other you have an open, warm, colourful, modern, simple manifesto of inclusion and assistance. I know which one I’ll be buying a hard copy of.
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