The color of the clothes is important when speaking publicly during a crisis or image management. Sunday, Everyone talks about it, Maripier Morin and his entourage made good use of white.

For his appearance on Radio-Canada's Sunday show, Maripier Morin didn't wear a dress for the big televised gala evenings or high heels like in his Buick commercials. Even less a purple blouse revealing her bra, like the one worn in 2017 on the same set, when she denounced the actions of host Éric Salvail.

The words, in the circumstances, going to be just as scrutinized as the physical appearance, the host, who disappeared from the radar for a few months following allegations of aggression, inappropriate gestures and racist remarks, reappeared before the cameras soberly with a white woolen sweater.

“Color is never trivial,” explains Martine St-Victor, communications strategist and founder of Milagro Atelier de relations publiques. Everything is calculated, because there is an effect. »

Unlike her stint in 2017, Maripier Morin's makeup was minimal and her choice of jewelry modest for this interview where she pointed out that she has addictions and wants to apologize to people hurt by her behavior. "This look was chosen as if to say: 'I'm naked in front of you, this is my true nature,' sums up Martine St-Victor. White evokes cleanliness, order, transparency and a side: “I'm a simple girl, like you. I too have imperfections, you see it in my face. I don't try to hide them”. »

Maripier Morin is trying to regain her virginity. She took the blame. She wants to leave a blank page. She could also have arrived in black, as if to symbolize mourning or the withdrawal of her nomination at the Artis gala, announced by her on Sunday.

Mylène Forget, president of the firm Massy Forget Langlois public relations

Last fall, Verushka Lieutenant-Duval, the University of Ottawa professor plunged into a storm after saying the word that begins with N in a class, also appeared on Guy A. Lepage's set dressed of a white sweater. In 2002, during an interview with Diane Sawyer, singer Whitney Houston opened up about her drug addiction and her years of struggling all in white.

“In 2012, Hillary Clinton, then Secretary of State, went to Bangladesh and, during her first outing, we saw her without makeup, except for a little lipstick, recalls Martine St-Victor. . It was surprising, even refreshing. This gesture showed a certain humanity and softened the image of Mrs. ^Clinton . This humanity is certainly also what ^Ms. Morin wanted to sell. »

Work on the non-verbal

In crisis and image management, the choice of color is important, like the style of clothing and accessories, because they complete the verbal message, according to the specialists interviewed by La Presse. “The non-verbal is just as important,” says Mylène Forget.

Their clients are guided in this direction. “It's part of the arsenal of communication tools,” explains Mylène Forget. That said, always respect the style of the person. If she is eccentric, we will not fundamentally change her. We do not want an artificial transformation. »

Color has been important for a long time, whether the client evolves in the cultural, political or business environment. "It's in our recommendations," says Mylène Forget. In the same way today as the wallpaper during a virtual conference. A library can accompany a very serious message, for example. There is some staging. We want to get the message across as effectively as possible. »

Initially chosen because it was cold, André Caillé's white turtleneck, then worn from press point to press point during the 1998 ice storm, remains in the collective memory.

The turtleneck symbolizes: we are at work. A jacket and tie would have implied a boss disconnected from reality.

Mylène Forget, president of the firm Massy Forget Langlois public relations

In such cases, it is often the unconscious of the viewer that is challenged. "In functional magnetic resonance imaging (IRMF), we see that one color does not activate the same areas of the brain as another," notes Jean-Gabriel Causse, author of the book The Amazing Power of Colors.

The designer and color specialist believes that green is the best color for crisis management. "It's the one of balance, which is in the middle of the color spectrum," he says. Green has a nice perception. It conveys all this zen and serene side. It is also the green light, the symbol that we advance, of confidence. At the notary, we signed for a long time on a green cover. In casinos, the game mats are green. Even if the player loses a lot of money, he will feel like he can recover. »

Mr. Causse recalls that politics was built on color. “The first thing we explain is the importance of the tie,” he says. Red indicates a desire for action, and blue, a desire to calm things down. Politicians know this. »

For their part, women in politics have an interest in wearing a strong color from head to toe, like Angela Merkel, according to the specialist. "So when they're photographed surrounded by men, they stand out," he says. They can also display their charisma and confidence in this way. »