Super Tuesday: Mac vs. PC?

As voters go to the polls today in more than 20 states, The New York Times yesterday considered the question of whether Obama (or more specifically, his Web site) is the political equivalent of a Mac, with Hillary's resembling that of a PC.

That is, Mr. 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 M.F.A. program in design criticism at the School of Visual Arts (who is a Mac user).

Meanwhile,

“Hillary’s is way more hectic, it’s got all these, what look like parody ads,” 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. “Hillary’s text is all caps, like shouting,” he said. There are “many messages vying for attention,” he said, adding, “Candidates are building a brand and it should be consistent.”

But Emily Chang, the cofounder of Ideacodes, a Web designing and consulting firm, detected consistent messages, and summed them up: “His site is more youthful and hers more regal.”

So how does this translate into votes?

While Apple’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).

On the other hand:

On the big Internet issues like copyright, Lawrence Lessig, a Stanford law professor who is supporting Mr. Obama, said there was “not a big difference on paper” between the two Democrats. Both tend to favor the users of the Internet over those who “own the pipes.” He is impressed by Mr. Obama’s proposal to “make all public government data available to everybody to use as they wish.”

In the long run, however, Mr. Lessig believes that it is the ability to motivate the electorate that matters, not simple matters of style. And he’s a Mac user from way back.