The 2023 Pantone Color Institute’s Color of the Year was announced earlier this month as Viva Magenta (PANTONE 18-1750), a hybrid color that is equal parts crimson red and maroon. The complex hue is inspired by the Cochineal Beetle, whose natural color is our main source of carminic acid, a red dye used in pastries, red-colored juices, and certain processed meat. Viva Magenta is a power color that encourages us to be assertive and experimental. Largely a reaction to COVID-19 and technological innovation, the color reflects the principle of living life without restraint or second thought. Coming on the heels of a year full of bright reds and pinks permeating pop culture, Viva Magenta is the second color to be invented by Pantone in their 22 years of choosing Color of the Year; the first color they created was last year’s Very Peri.
The History of Pantone’s Color of the Year
Since 1999, Amsterdam-based designer David Shah has brought together an international group of mostly anonymous color experts to discuss which color they will pick as Pantone’s Color of the Year. With this selection, the experts intend to show the relationship between color and culture. The meetings occur at an undisclosed location in Europe and last for a few days. Each member of the secret meeting represents a different nation, bringing together the world’s varying color standard groups. During the sessions, attendees debate the merits of different colors through demonstrations and verbal presentations they have spent months preparing. Once the experts reach a consensus, Pantone releases the new color with a brief description of its significance and why they chose it. For example, the first-ever Color of the Year was Cerulean, which Pantone chose for the feeling of tranquility and calm it evokes.
How the Color of the Year Impacts the World
The understanding that color can affect mood and perception plays a huge role in the products a consumer chooses to buy. This is reflected in the ripple effect Pantone’s Color of the Year choice has on other industries. Fashion designers, interior designers, florists, and other B2C businesses use the Color of the Year to guide and influence their projects and products. For example, last year, you could see Very Peri show up in everything from shoes and apparel to make-up and home decor. Through color science, brands can seamlessly integrate these yearly colors to amplify their messaging and emotionally connect to customers.
Pantone’s Thoughts on the Color of the Year
Pantone’s selection of Viva Magenta is an unusual choice that reflects the uncertainty many people feel amidst change. Pantone’s decision to choose a bold and animated color is a recognition that people yearn for empowerment as the world transforms. Viva Magenta is meant to spark creativity and spontaneity while demonstrating optimism and self-expression.
“In this age of technology, we look to draw inspiration from nature and what is real. PANTONE 18-1750 Viva Magenta descends from the red family, and is inspired by the red of cochineal, one of the most precious dyes belonging to the natural dye family as well as one of the strongest and brightest the world has known.
Rooted in the primordial, PANTONE 18-1750 Viva Magenta reconnects us to original matter. Invoking the forces of nature, PANTONE 18-1750 Viva Magenta galvanizes our spirit, helping us to build our inner strength.” -Letrice Eiseman, executive director of the Pantone Color Institute.
How the Color of the Year Affects You
While you may not rush to change your logo to Viva Magenta, the Color of the Year can influence your business strategy in the coming year. Whether you want to subtly include the color in some of your marketing materials or connect with employees and customers through promo and apparel products, you can integrate Viva Magenta into your strategy in a way that compliments your branding. Stay on trend and incorporate the new Viva Magenta into some of your creative and marketing initiatives. Our team is on hand to offer you support so you can offer products and materials with this new color while staying true to your brand. Contact our experts to learn more and start taking advantage of the color that everyone is talking about right now.
