Core theoretical argument advanced, beginning with the Proximity and Valence rules of voting choice. Reasons against and for the Proximity and Valence Rules are discussed, along with implications of possible tension between voters' (and electorates') interests in policy and valence when the candidate closer to the voter's ideological interests is weaker than the opponent on valence, or vice versa. Conditions facilitating proximity and valence voting are also discussed, including the hypothesis that voters closer to the ideological cut point between opposing candidates are more likely to vote based on valence differences. Discussion of implications for electoral representation, including importance of recognizing that voters can only choose between candidates on offer, and the leeway hypothesis which asserts that valence-advantaged candidates are free to take ideological positions at a greater distance from the median voter than candidates without a valence advantage. In contrast, the alignment hypothesis asserts a positive relationship between candidates' policy positions relative to the median voter and the strength on the leadership valence dimension.