Web Sites Paint Obama as a Mac, Clinton as a PC

Posted on : 05-02-2008 | By : admin | In : Technology


Styles make fights — or so goes the boxing cliche. In 2008, they make presidential campaigns, too.

This is especially true for the two remaining Democrats, Senator Hillary Clinton of New York and Senator Barack Obama of Illinois.

Reporters covering the candidates have already resorted to traditional analysis of style — fashion choices, manner of speaking, even the way they laugh.

Yet, according to design experts, the candidates have left a clear blueprint of their personal style — perhaps even a window into their souls — through the Web sites they have created to raise money, recruit volunteers and generally meet-and-greet online.

On one thing, the experts seem to agree. The differences between hillaryclinton.com and barackobama.com can be summed up this way: Barack Obama is a Mac, and Hillary Clinton is a PC.

That is, Obama’s site is more harmonious, with plenty of white space and a soft blue palette. Its task bar is reminiscent of the one used at Apple’s iTunes site. It signals in myriad ways that it was designed with a younger, more tech-savvy audience in mind — using branding techniques similar to the ones that have made the iPod so popular.

“With Obama’s site, all the features and elements are seamlessly integrated, just like the experience of using a program on a Macintosh computer,” said Alice Twemlow, chairwoman of the masters in fine arts program in design criticism at the School of Visual Arts in New York, who is a Mac user.

It is designed, she said, even down to the playful logos that illustrate choices like Volunteer or Register to Vote. She likened those touches to the elaborate, painstaking packaging Apple uses to woo its customers.

The linking of Obama with a Mac and Clinton with a PC has already become something of a theme during the primary.

Early in the campaign, a…

Tags: Apple, Macintosh, Space

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