The History:
Pantone provides us with a universal color language to define and communicate color. With so many designers, in so many fields, a specific color can easily get lost in translation. Pantone creates consistency across various materials–both physical and digital. Every year, Pantone names a Color of The Year. Originally, The Pantone Color Institute created Color of The Year for educational purposes among designers and spark conversation across industries about the use of color.
Since then, the world has looked forward to Pantone’s Color of The Year to recognize the importance of color and to forecast upcoming trends. A team of color experts and designers comb through upcoming trends in film and production, travel, fashion, art, and more to find new color usage. They also look at influences in raw materials, fabrics/textiles, and even socio-economic trends, sporting events, and other world news that has captured worldwide attention. When discussing possible Color of The Year contenders, the team takes great pride in “loving all colors equally” so they can truly make an unbiased decision that embodies the culture around them. They also make sure that the chosen color doesn’t just apply to one culture, country, or religion. The Panto
ne Color of The Year selection should be a universal language and found all over the world. There is also an emotional aspect to the selection. Color can emote feeling and the Pantone Team wants to ensure that the specific feeling is also representative of the world around it.
The Color:
This year, the chosen Pantone Color of The Year is called Viva Magenta (18-1750), and according to the Pantone announcement, “is a shade rooted in nature descending from the red family and expressive of a new signal of strength. Viva Magenta is brave and fearless, and a pulsating color whose exuberance promotes a joyous and optimistic celebration, writing a new narrative.” Pantone goes on to say that they wanted a color that expressed life with a touch of vigor and rebellion. It also is a nod to the red of Cochinea, which is one of the most used and precious dyes in the natural dye family. It was once used to dye The Catholic Church’s clergy capes and the British redcoats. Pantone also describes Viva Magenta as boundaryless and inclusive which reflects the change in social norms and the acceptance of “different”. Viva Magenta is an unconventional shade for an unconventional time. A play on the ever-popular “Multi-Verse,” Pantone has dubbed this new age of Viva Magenta as “The Magenta-Verse.”
In the year of the Barbie Movie, the Eras Tour, and so much more, shades of pinks and reds have become a global staple in pop culture. In this year’s fashion weeks, Magenta has been spotted by famous design houses such as Givenchy, Gucci, Giambattista Valli, Louboutin, Valentino and many more! From accessories to evening wear, deep shades of pinks and raspberry have taken over. Highlighting 2023’s stars, Harry Styles arrived at the Venice Film Festival in a magenta Gucci blazer and The Duchess of Cambridge, Catherine Middleton, was spotted wearing a magenta power suit on her visit to Boston.
We also find Viva Magenta in nature which shows our world’s search for natural alternatives in our food, cosmetics, medicine, energy and so many other aspects. From the opulent Dubai to the famous tulips in the Netherlands, magenta is a vibrant color in nature. In an array of colors in India’s spice market, Viva Magenta spices and powders are used in medicine, religious ceremonies, and holidays. During Holi, the color powder is thrown into the air, creating clouds of color. A few times a year, Viva Magenta is even spotted in the salt pans of Portugal’s Ria Formosa Natural Park. Usually appearing shades of blues and greens, a natural phenomenon occurs around November to March when an algae appears, turning the waters a deep shade of magenta. The algae is also adored by flamingos, who will feast in the water, adding more pink to the picture.
Pantone has partnered with several brands to create true Viva-Magenta products like Motorolla who has worked with Pantone for a number of years. Other brands such as Artechouse, Spoonflower, Cariuma, and Ultafabrics have also worked with Pantone to tie in Viva-Magenta to their products.
Pantone experts are collaborating as we speak to prepare for December where, in a few short months, they will announce the Color of The Year for 2024, marking a new year, as well as new trends, forecasts, and cultural changes.