As millions tune in for election week coverage, TV anchors aren’t just delivering the news — they’re crafting a powerful image. Experts tell Yahoo Entertainment that their wardrobe choices are designed to project authority, warmth, urgency and trust all at once. That’s no easy feat.
“Colors have an innate psychological impact, particularly during high-stakes events, where viewers are highly tuned into visual cues,” said Michele Grant, author of The Power Dressers, noting that careful styling can make or break one’s credibility.
Authenticity is also key, stressed Frank Sesno, 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 fitted blazer, he believes an anchor’s style should enhance an anchor’s message, not distract from it.
“You want your audience to be listening to you and not looking at your clothes,” he said. “Whether that’s your hair, a pin, a tie or a dress, it should never contradict what you’re conveying.”
So, how do TV anchors make these choices, and why do they matter? Spoiler alert: It’s about way more than looking sharp.
Developing a signature look
A distinctive tie, well-fitted blazer or even a lapel pin symbolizing a cause provides “additional clues” to viewers about a news anchor’s character, beliefs or relatability, Don Grant, a media psychologist and national advisor of Healthy Device Management for Newport Healthcare, notes, and this can either strengthen or undermine viewers’ trust.
CNN’s Kaitlan Collins sees fashion as a “supporting character” in her work, describing her style as “professional, classic, and crisp” in a September interview with Marie Claire. “An outfit should allow you to focus on what really matters and the work that you’re doing.” Her signature piece? A bright, fitted blazer.
By contrast, colors like blue or green, associated with trust, balance and growth, “enhance their message, making them appear more aligned with their goals,” she added.
Accessories like pins, handkerchiefs and jewelry, such as a delicate bracelet, she said, can subtly enhance an anchor’s look without taking away from their reporting.
Why style matters
Don Grant emphasized that for TV anchors, fashion is less about vanity and more about building trust with viewers. As millions tune in on Election Day for critical updates, these visual cues can subconsciously help maintain a sense of equilibrium.
“Every factor counts,” he noted, adding that “predicting consumer reaction to color choice can sometimes prove just as important to the product’s success as the product itself.”
In this case, the “product” is trustworthy news. Michele Grant reinforced this idea, explaining that the right wardrobe can help keep the focus on the message, giving audiences a signal that they’re in capable hands.
“Politicians have wielded color as a tool for public perception, especially in high-stakes settings,” she said. Anchors, too, use similar strategies in their own presentations, creating “an impression of reliability and dependability” that resonates long after the broadcast ends.
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