The Portrait Paradox: Why British MPs are Posing the Wrong Way for Votes

A groundbreaking psychological study has uncovered a significant tactical error in the way British politicians present themselves to the public, suggesting that the majority of Members of Parliament are inadvertently sabotaging their own electability through their choice of official portrait angles.

Research conducted by academics at the University of Regina in Canada indicates a distinct "side-bias" in voter perception. The study, published in the prestigious journal Scientific Reports, found that while presenting the left cheek makes a politician appear more "friendly" and "approachable," it is the right-cheek-forward pose—where the subject looks toward their left—that actually secures more votes.

Despite these findings, an analysis of UK Parliament portraits reveals that British politicians are overwhelmingly favoring "friendliness" over "electability." Statistics show that 58 percent of all British MPs choose to display the left side of their face. In contrast, only 38 percent utilize the right-cheek-forward pose that the study identifies as the most effective for winning over a skeptical electorate.

Leadership Missteps and the Gender Gap in Political Posing

The data becomes even more striking when examining the highest levels of the British government. Within Prime Minister Sir Keir Starmer’s Cabinet, the percentage of politicians adopting the "electable" pose drops to a mere 33 percent. Of the holders of the four Great Offices of State, Home Secretary Yvette Cooper stands alone as the only individual to utilize the right-side-first position.

Dr. Austen Smith, the study’s author and an associate professor of psychology, noted that this phenomenon transcends international borders. His research initially focused on Canadian MPs, 44 percent of whom favored the left-cheek pose, but he observed that the trend is even more pronounced in the United Kingdom. Dr. Smith remarked that politicians in both nations frequently fail to act in their own best electoral interests when standing before a camera.

The research also highlighted a notable gender divide in how these portraits are captured. Female MPs are significantly more likely to prioritize an image of warmth, with 60 percent opting for the left-cheek pose. Male MPs are slightly more aligned with voter preferences, though only 40 percent of them successfully adopt the right-cheek-forward stance that resonates most with the ballot box.

Party Trends and the Rare Success of Neutrality

When broken down by party affiliation, Conservative MPs appear slightly more instinctively tuned to the "electable" pose at 40 percent, compared to 38 percent for Labour. The Liberal Democrats and Labour are tied for the highest preference for the "friendly" left-sided pose at 58 percent. Interestingly, the Liberal Democrats also lead the way in choosing a neutral, straight-on gaze, a tactic used by 6 percent of their members.

Among party leaders, the landscape is equally lopsided. Liberal Democrat leader Ed Davey is the only major party head whose official portrait aligns with the study’s findings for peak electability. Conversely, Prime Minister Keir Starmer, Conservative leader Kemi Badenoch, and Reform UK leader Nigel Farage all prominently display the left side of their faces—a move that may win them personal sympathy but, according to the data, does little to bolster their perceived authority at the polls.

While some individuals like Culture Secretary Lisa Nandy and Home Secretary Yvette Cooper have mastered the "power pose" of the right cheek, the vast majority of Westminster continues to look the wrong way. As political branding becomes increasingly visual, this psychological insight suggests that a simple turn of the head could be the difference between a friendly face and a winning one.