2022 was the first year since the outbreak of the pandemic that both gave us back our daily lives and changed the way we approach life. The world that remained standing became survivor and resilient. This year, we face a renewed vigour as we deal with the consequences of the protracted war in Ukraine, for example. With this in mind, Pantone has created Viva Magenta, the Color of the Year 2023.
Every year, Pantone seeks to map the general moods, feelings and aspirations of people around the world to express them in a color that everyone can relate to. They look for something in common in people, art, entertainment, new technologies, social and political issues to capture the direction the world is heading.
Color is a means of self-expression with its own power and influence, capable of creating relationships and symbolizing a period or the spirit of the time. We have already written about the vibrant and energetic colors in a previous Hype&Hyper article. PANTONE 18-1750 Viva Magenta is a balanced shade that combines the warmth of red and yellow with the coolness of blue, reflecting the diversity of ideas, thoughts, visions, styles and approaches that coexist around us.
This year’s color is inspired by the red hue of cochineal dyes, which come from the beetles that produce the pigment. These steadfast little creatures with their beautifully colored protective shells have survived through the ages, and this determination is represented in the color, giving our spirits a boost in difficult times.
In developing the concept for Viva Magenta, Pantone collaborated with Huge to explore the relationship between modern technology and human creativity. They used an AI generative tool to explore the color and the messages it contains. Thanks to the meeting of AI and Viva Magenta, a new ecosystem called ‘Magentaverse’ was born.
A wide range of Viva Magenta inspired Pantone products will be available on their website soon, so stay tuned!