As millions of people tune in to election week coverage, TV anchors are not only delivering the news but also creating a powerful image. Experts tell Yahoo Entertainment that their clothing choices are designed to convey authority, warmth, urgency and confidence all at once. That is no easy feat.
“Colors have an innate psychological impact, especially during high-stakes events where viewers are highly attuned to visual cues,” says Michele Grant, author of The Power Dressers, noting that careful styling can make or break one’s credibility.
Authenticity is also critical, points out Frank Sesno, a professor at George Washington University’s School of Media and Public Affairs. Whether it’s NBC’s Lester Holt in a classic suit or MSNBC’s Rachel Maddow in a tailored blazer, he believes that an anchor’s style should enhance a host’s message, not distract from it.
“You want your audience to listen to you and not look at your clothes,” he said. “Whether it is your hair, a pin, a tie or a dress, it should never contradict what you convey.”
How do TV presenters make these choices, and why are they important? Spoiler alert: it’s about much more than looking sharp.
Developing a signature look
A statement tie, well-fitting blazer or even a lapel pin symbolizing a good cause gives viewers “extra clues” about a news anchor’s character, beliefs or relatability, notes Don Grant, a media psychologist, and can empower viewers or undermine ‘trust.
CNN’s Kaitlan Collins sees fashion as a “supporting character” in her work, describing her style as “professional, classic and clean” in a September interview with Marie Claire. “With an outfit you can concentrate on what is really important and on the work you do.” Her signature piece? A light, fitted blazer.
“It’s casual and comfortable,” Collins explained. “If I have to be on TV in 30 minutes, I can make it happen. Even when I go on holiday, I take one with me.”
A signature look is an extension of someone’s brand and personality. If it is inconsistent, it comes across as unfair. “If Lester Holt, with the way he speaks in his stentorian tone, were wearing a T-shirt and sneakers, everyone would be scratching their heads,” Sesno noted.
However, MSNBC’s Steve Kornacki brings his unique style to the screen, with signature khakis and sneakers adding a recognizable note.
“[Kornacki’s] outfit fits who he is,” Sesno said. “He’s a bit of a nerd, but he’s smart, very talkative and genuinely excited about what he sees. He jumps off the floor with a lot of energy. It’s like we’re watching him train.”
Similarly, CNN’s Wolf Blitzer, with his signature glasses and classic dark suits, and Fox News’ Bret Baier, often in a navy blue suit with a red tie, project styles that convey reliability and calm authority.
“They don’t want to be a distraction to their audience,” he explained, highlighting how their tailored appearance aligns with the seriousness expected in serious news reporting.
Color codes
During election cycles, the colors chosen by anchors are critical in influencing “feelings, emotions, moods, beliefs and other psychological factors” among viewers, which can influence their decision-making process, Don Grant explains.
Anchors often lean on classic colors to evoke specific responses: Red conveys “action, passion and urgency,” according to Michele Grant, while blue conveys “reliability, calm and professionalism,” making it ideal for projecting a composed image during rapid reporting.
Carolyn Mair, author of The psychology of fashionMentioned muted tones and dark suits, especially in structured styles, convey authority and stability. When anchors like Blitzer or ABC News’ Linsey Davis appear in tailored blue blazers, there’s a grounding effect even as the numbers on the screen keep shifting.
“An anchor on election day [who normally wears] red to indicate excitement and urgency, might want to balance it with more neutral or darker tones, to keep viewers focused on the content rather than the anchor,” Mair said.
Then there is the white suffragette, worn by female presenters and politicians as a nod to both history and strength and as a symbol of purity, peace and tranquility. Michele Grant said white has become a symbol for women’s rights and resonates with viewers looking for leaders they can trust.
Merging: solids, patterns and accessories
“Patterns also play a role,” Michele Grant shared, noting that they can convey boldness but risk distracting from the speaker’s message at high-stakes events. “Solid colors, on the other hand, keep the focus on the person’s words,” making them an anchor for clarity and impact.
The Powerful dressers author continues: “If a public figure’s mission is to promote inclusivity and openness, but he or she often wears intense colors like black or dark charcoal, the visual message can feel unapproachable or closed off, which can detract from their authenticity .”
Colors like blue or green, which are associated with confidence, balance and growth, “instead amplify their message, making them appear more aligned with their goals,” she added.
She says accessories such as pins, handkerchiefs and jewelry, such as a delicate bracelet, can subtly enhance an anchor’s appearance without detracting from the messaging.
Why style matters
Don Grant emphasized that fashion for TV presenters is less about vanity and more about building trust with viewers. As millions of people tune in for important updates on Election Day, these visual cues can subconsciously help maintain a sense of balance.
“Every factor counts,” he noted, adding that “predicting consumer reaction to color choice can sometimes be as important to the product’s success as the product itself.”
In this case, the ‘product’ is reliable news. Michele Grant reinforced this idea by explaining that the right wardrobe can help keep the focus on the message, signaling to the audience that they are in good hands.
“Politicians have used color as a tool for public perception, especially in high-stakes environments,” she said. Presenters also use similar strategies in their own presentations, creating “an impression of reliability and trustworthiness” that resonates long after the broadcast ends.
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