Optics and the modal/median voter are more or less artificial constructs. Seems you presume to know that voter's disposition in advance, as well as what messages will win or lose his vote, what the optics will be for this more or less triangulated, statistical en y, You also presume that political success and failure depends on catering to him/her.
That's quite a few assumptions about political causality and the future. But if that were really the case, how did DJT win in 2016? Certainly not by worrying about optics or pandering to the median.