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, 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.
“It’s casual and comfortable,” Collins explained. “If I need to be on TV in 30 minutes, I can make it happen. I pack one even when I go on vacation.”
A signature look is an extension of one’s brand and personality. If it’s inconsistent, it comes across as disingenuous. “If Lester Holt, with the way he speaks in his stentorian tones, was wearing a T-shirt and sneakers, everybody would be scratching their head,” Sesno noted.
MSNBC’s Steve Kornacki, however, brings his unique style to the screen, with signature khakis and sneakers adding a relatable note.
“[Kornacki’s] outfit fits who he is,” Sesno said. “He’s kind of a nerd, but he’s smart, very conversational and genuinely excited about what he’s seeing. He’s jumping off the floor with high energy. It’s like we’re watching him work out.”
Similarly, CNN’s Wolf Blitzer, with his signature eyeglasses and classic dark suits, and Fox News’ Bret Baier, often in a navy suit with a red tie, project styles that communicate reliability and calm authority.
“They don’t want to be a distraction for their audience,” he explained, highlighting how their tailored looks align with the gravitas expected in serious news reporting.
Color codes
During election cycles, the colors chosen by anchors are vital for influencing “feelings, emotions, moods, beliefs, and other psychological factors” among viewers, which may influence their decision-making process, Don Grant explained.
Anchors often lean on classic colors to evoke specific responses: Red conveys “action, passion and urgency,” according to Michele Grant, while blue signals “trustworthiness, calm and professionalism,” making it ideal for projecting a composed image during fast-paced coverage.
Carolyn Mair, author of The Psychology of Fashion, said 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, it creates a grounding effect, even as the numbers onscreen keep shifting.
“On Election Day, an anchor [who normally wears] red to signal excitement and urgency might want to balance it with more neutral or dark tones, to keep viewers focused on the content rather than the anchor,” Mair said.
Then there’s suffragette white, worn by female anchors and politicians alike as a nod to both history and strength and symbolizing purity, peace and calm. Michele Grant said white has become a symbol for women’s rights and resonates with viewers who seek leaders they can trust.
Piecing it together: solids, patterns and accessories
“Patterns, too, play a role,” Michele Grant shared, noting that they can signal boldness but may risk drawing attention away from the speaker’s message during high-stakes events. “Solid colors, on the other hand, keep the focus on the person’s words,” making them an anchor’s go-to for clarity and impact.
The Power Dressers author continued, “If a public figure’s mission is to promote inclusivity and openness, but they often wear intense colors like black or dark charcoal, the visual message might feel unapproachable or closed-off, which could detract from their authenticity.”
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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