Josh Moore, who runs digital marketing agency Duoplus, discusses the importance of good photos for an election – and selects what he considers the best among mayoral and Cambridge councillor and community board candidates.
Clockwise, top left, Clare St Pierre, Garry Reymer, Crystal Beavis, Barry Quayle.
Marketing is about managing perceptions, and perceptions are often governed by the first impression.
A candidate’s profile photo is the key thing that creates the first impression for voters.
Unfortunately, it seems many of the candidates who are standing have missed their key opportunity to give a strong first impression and present themselves as someone who is credible and trustworthy – ready to step into an important local governance role.
It’s obvious to see who has put in the effort to get a professional headshot, versus the DIY photos … or worse yet, a non-smiling passport photo. Indoor DIY photos often have poor lighting. Outdoor DIY photos often mean bright sunspots and strong shadows on the face, or distracting backgrounds.
A professional headshot has the right lighting, is perfectly focused, and normally has a plain background (I find a white or light background is best for candidate photos).
The candidate should dress smartly (including hair/makeup), smile and have confident body posture. Having shoulders turned slightly but head facing straight works best. The aim: Instantly convey a sense of credibility.
In my opinion, the best mayoral candidate photo is Clare St Pierre. The best councillor and community board candidate photos are Garry Reymer, Barry Quayle and Crystal Beavis.
Local Choice
