without lighting, photo retouching, from smiles, hand posture, from colors to logos… Election posters stand as major players in every campaign and mirror the moment when competing groups enter the election arena.
the candid smile, the side view, the business attire, and the backdrop around the Vox candidate make clear that every design hides a message beyond the visible image. Expert analysis focuses on information, nonverbal cues, and how regional and local party dynamics shape posters across the community and its provinces.
It’s all in the air at the start of the 28M regional campaign
for a professor of political communication at the University of Navarra, Jordi Rodriguez Virgili, every election poster revolves around three core axes: the candidate, the party, and the message that the campaign slogan projects. these elements must harmonize in the poster, and the central question becomes how the combined image of these components lands with viewers.
as a key factor, Rodriguez emphasizes color choices and typography. when evaluating posters for nominees, he notes a tendency toward traditional and safe selections that sometimes miss chances for innovation, creativity, and disruption. in the region, most candidates continue to favor a front-facing photo, with exceptions such as Ximo Puig, Illueca, and Mamen Peris. locally, the standout choice is Barçala for a close-up approach, contrasted with the more diffuse rivals in the capital of Alicante.
Suspicions form in Alicante campaign in face-to-face meeting between PP and PSOE
when weighing the candidate’s role, a University of Navarra expert notes a common instinct to foreground the person rather than party initials. in Alicante, the PP candidate’s poster design again gives more prominence to the individual, pushing abbreviations into the background and elevating party formations. this marks a shift away from what has been seen in recent elections.
Vox has often broken this trend, granting lesser-known candidates a national-facing presence and leveraging the group identity in their designs.
one by one
Jordi Perez Lavador, a professor of communication at CEU Cardenal Herrera University, examines the posters of candidates from the Valencian Parliament’s current field on an individual basis.
XIMO PUIG. all eyes on the president. the PSPV image is direct and concise, emphasizing Puig’s identity and the president’s background, personalizing the campaign and linking it to the match ahead. the strategy has shown effectiveness in past scenarios, with a careful balance between presence and symbolism.
CARLOS MAZON. the change you deserve. the wording leans into a call for change, a strong imperative typical of opposition messaging. the phrase you deserve introduces a positive reinforcement that citizens feel they earned what power sometimes withholds. the poster blends psychological cues and a leadership claim, signaling Mazón as the winning choice. is there a bell ringing for a shift in power?
MAMEN PERIS. in political communication, Peris is seen as strong with a singular focus. the pared message approach is notable, with free and decisive acting as two linked ideas. a stronger impact might come from ensuring the messages complement rather than compete, but the current approach stands on its own.
the overall pattern suggests those who can command the distribution of power control the frame. the free-to-choose element adds a touch of volatility, while other parties, particularly PSPV and PPCV, hinge on the broader end points to influence outcomes. a sense of freedom in messaging remains a double-edged sword.
JOAN BALDOVÍ. Compromís leans toward a personalization strategy on posters, signaling Baldoví as a longstanding, dependable figure. The phrase for all that matters aims to unite, yet questions remain about whether the coalition can sustain the momentum and deliver on promises.
CARLOS FLOWERS. Vox promotes a common slogan across regions, with safe voting as a focal point. The messaging remains direct and consistent, resonating with the party’s trajectory and amplifying its call for stability.
HECTOR ILLUECA. Combines What We Can Do with a narrative of reforms tied to political presence, arguing that strong governance requires constant participation. The messaging sometimes veers into a sharper critique of the opposing left, framing the discourse in terms of courage and governance.
Alicante
communication scholar Diana Rubio analyzes posters across Alicante, Elche, and neighboring cities, focusing on regional leaders who shape the province’s public image.
LUIS BARCALA. A cropped head and corporate hues frame a strong personal brand. The logo presence is slim, and the overall look can feel a touch stark or unsettling to some observers.
MAIN BARCELO. Creativity is not the strongest suit here. The yellow jacket dominates, and a red accent could have sharpened contrast. The poster displays a tense hand gesture with a forced smile, a sign of the careful craft behind a municipal campaign image.
ADRIAN SANTOS PEREZ. The wardrobe reads as a mismatch with the audience, a moiré fabric effect signaling inexperience, even though Perez is a seasoned political figure.
MANOLO KOPE. One of Alicante’s municipal posters, with balanced projection and a compact use of space. The red-tinted name at the bottom tends to blend with the background, while party logos integrate smoothly. Copé’s crossed-arms pose communicates a guarded stance, complemented by a sharp contrast with a black shirt.
MORE. The poster emphasizes the island and a calm, forward-facing smile. The white shirt conveys clarity and work ethic; the image is clean, and the double slogan leaves room for interpretation, focusing on the visual impact.
CARMEN ROBLEDILLO. The candidate sits beside the top regional list, maintaining a conventional, cohesive look with neutral tones similar to other parties. The mood stays classic, with a direct gaze and a friendly, inviting smile.
Elche
CARLOS GONZALEZ. The current mayor’s claim resembles Puig’s approach but starkly opposes Barceló’s Alicante style. The photograph adds credibility by looking straight ahead, and the retouching is subtle to maintain authenticity.
PAUL RUZ. The retouching stands out, and the digital touch feels conspicuous. The candidate’s smile is a signature element, reinforcing the personal brand while the election sign signals a candidato’s chosen uniform.
EDUARDO GARCIA–ONTIVEROS. The citizen poster falls a tad flat, projecting a stern expression that can create distance. The uniform and crossed arms suggest discomfort rather than approachability.
ESTER DIEZ. Compromís aligns its identity with regional and local banners, using a friendly smile and light clothing to convey accessibility. The Valencian language presence adds cultural resonance.
AURORA RODİL. Vox’s candidate projects a formal stance, yet the smile can read as insincere. The color contrast is not optimized for legibility or impact.
Province
TONI FRENCH. The Alcoy candidate blends into the backdrop, with a lot of white space and minimal retouching. The Valencian language on the slogan, written in handwritten typography, adds a local flavor.
TONI PEREZ. A balanced composition with soft colors, the candidate comes across as gentle. The restricted hand placement betrays a small tension. Overall, the posters miss a few finishing touches that could strengthen the message.
EDUARDO DOLON. A very local poster featuring Salinas as a clear backdrop. The color palette is vivid, but the lighting shadows do not harmonize perfectly with the composition.
RUBÉN ALFARO. The portrait feels intimate, highlighted by a red bracelet and a small but deliberate touch like a needlepoint shoe on the shirt sleeve. The image clearly emphasizes a personal touch and hands that tell a story.