After all the money spent on formulating foreign and domestic policies, campaign strategies, talking points, advertising roll outs and on and on, it may come down to one factor. And that factor is ‘how does the candidate look?’:

“… Voters form snap judgments of the competency of a candidate based on his or her facial features, Charles Ballew and Alexander Todorov wrote in the latest issue of the periodical Proceedings of the National Academy of Sciences of the United States of America.”

link: Competent faces can swing voters, researchers say

Perhaps the most important people on the campaign trail are the photographer, the make-up person, the hairdresser and, of course, the dermatologist.

Catherine Forsythe

[tags]research, voting, looks[/tags]