Perhaps more people are swayed by articulate people able to present a cogent intelligent plausible case.But then again perhaps not.
As is said-I used to be indecisive but now I am not quite sure.
I do believe the majority of voters who have the intelligence to define the difference will vote on the policies of a party and how they have performed in the past.
There is also a minority who will vote for a candidate just on their personl appearance of a photo. If they look good, they will attract some votes and that is a fact.