If Obama8217;s a Mac, is Hillary a PC?

Styles make fights 8212; or so goes the boxing clicheacute;. In 2008, they make presidential campaigns, too.

Styles make fights 8212; or so goes the boxing clicheacute;. In 2008, they make presidential campaigns, too.

This is especially true for the two remaining Democrats, Hillary Clinton and Barack Obama. Reporters covering the candidates have already resorted to traditional analysis of style 8212; 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 8212; perhaps even a window into their souls 8212; 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, Obama8217;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 Apple8217;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.

8220;With Obama8217;s site, all the features and elements are seamlessly integrated, just like the experience of using a program on a Macintosh computer,8221; said Alice Twemlow, chairwoman of the M.F.A. program in design criticism at the School of Visual Arts 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.

But the designers believe the comparisons are apt. In contrast to barackobama.com, Clinton8217;s site uses a more traditional color scheme of dark blue, has sharper lines dividing content and employs cookie-cutter icons next to its buttons for volunteering, and the like.

Story continues below this ad

8220;Hillary8217;s is way more hectic, it8217;s got all these, what look like parody ads,8221; said Ms. Twemlow, who is not a citizen and cannot vote in the election.

Jason Santa Maria, creative director of Happy Cog Studios, which designs Web sites, detected a basic breach of netiquette. 8220;Hillary8217;s text is all caps, like shouting,8221; he said. There are 8220;many messages vying for attention,8221; he said, adding, 8220;Candidates are building a brand and it should be consistent.8221;

Obama8217;s site is almost universally praised. Even Martin Avila, the general manager of the company responsible for the Republican Ron Paul8217;s Web site, said simply, 8220;Barack8217;s site is amazing.8221;

But the compliments are clearly double-edged.

While Apple8217;s ad campaign maligns the PC by using an annoying man in a plain suit as its personification, it is not clear that aligning with the trendy Mac aesthetic is good politics. The iPod may be a dominant music player, but the Mac is still a niche computer. PC, no doubt, would win the Electoral College by historic proportions with Mac perhaps carrying Vermont.

Story continues below this ad

Unlike the Republicans, the Democratic contenders have incorporated social-networking tools to their8212;sites iquest; allowing supporters to create their own groups, for example, though Mr. Obama is considered the pacesetter in that regard.