Viva Magenta Is The Pantone Color Of The Year For 2023
There is a new color for the new year.
Viva Magenta, or Pantone 18-1750, was named the Color of the Year for 2023 by the Pantone Color Institute on Friday, December 2.
Pantone calls the striking crimson "an unexpected tint for an unconventional period."
Between blue and red, warm and chilly, it can be found on a separate spectrum. Even though it is 150 years old, it is simultaneously digital and primordial. It is "brave, fearless, and pulsing," as its makers put it. Hence, Viva Magenta is the Pantone color of the year for 2023.
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Viva Magenta 18-1750 vibrates with vim and vigor. It 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 mentioned on their website
The color was chosen by human trend forecasters who study fashion and design, and it was then interpreted by the A.I. tool Midjourney to create what Pantone characterized as a "endless new environment to be explored, named 'the Magentaverse.'"
It's not by chance that you've never heard of this color. For nearly 25 years, the color-matching organization has been tasked with selecting a shade that, based on its vast cross-disciplinary examination of important hues in art, fashion, design, and beyond, not only captures the zeitgeist but sets the tone for the coming year.
Pantone has chosen this "audacious" shade of carmine red for 2023, following 2020's mellow evening blue, 2021's joint winner of pebble grey and hazard-warning yellow, and this year's vibrant periwinkle hue.
"Viva Magenta was inspired by the red of the cochineal, microscopic insects known for creating a natural red dye," according to Pantone Color Institute Executive Director Leatrice Eiseman.
Magenta-colored outfits may be found everywhere, at least in popular culture, from Emily Blunt's plum-colored aristocratic-western attire in The English to Charlize Theron's trademark berry-colored smokey eyes on her Marvel superhero character Clea.
Harry Styles, who is always at the forefront of fashion, wore a Gucci magenta blazer to announce his arrival in Venice for the Don't Worry Darling movie premiere, while last week, the Princess of Wales received South Africa's President Ramaphosa while donning an Emilia Wickstead coat dress and matching hat in the same jewel tone.
It’s brave, it’s fearless, it depicts optimism and joy – and we know that we are all greatly in need of that.
- Leatrice Eiseman, executive director of the Pantone Color Institute
In order to ensure that colors are reproduced accurately and consistently all around the world, the Pantone Color Institute developed a groundbreaking color matching method. Since 2000, Pantone has named a Color of the Year based on research into consumer preferences in media, clothing, and online communities, as well as in advertising and product packaging.
Very Peri, a unique periwinkle hue produced by Pantone for 2022, succeeded Violet Grass as the annual color of choice.
Pantone's color of the year has been a discussion starter - and a prod to reflect on the current moment - since its original selection of cerulean for the new millennium in 2000. However, the company's goals go beyond recognizing trends.
Pantone believes that as we look ahead to 2023, we are no longer in shock over the coronavirus pandemic; rather, we are focused on the future. According to Laurie Pressman, vice president of Pantone, Viva Magenta symbolizes a general desire for optimism, resiliency, unconventional thinking, and technology innovation to improve the world.
We’re living in a time where so many people have been aggressive; that’s what’s needed to go forward. We need courage, bravery, but we’re looking for something that promotes joy and is fun. Life right now is unconventional and challenging in many ways – I think we’re looking for things that help us escape.
- Laurie Pressman, vice president of Pantone
According to James Fox, a Cambridge art historian and the author of The World According to Color, even if it appears like purple prose, it is important to keep in mind that color is essential to the human experience as a way of narrative, communication, and connection.
It seems like a fitting and appropriate pick for a time when everyone seems to be losing hope and the world looks to be very gloomy, dark, and murky. In essence, it's a color that celebrates the tenacity of the human spirit.
Magenta is reminiscent of clays, cave paintings, even the colors of the galaxy despite its unnatural, even digital-looking appearance. It was once thought that the earliest plant life on Earth, before photosynthesis, was a similar purplish tone. According to Fox, "there's this color that sort of fizzes on the retina and vibrates; you can't exactly nail it down."
He claims that mauveine, the first synthetic aniline dye, was accidentally discovered in the mid-19th century, and that this led to the creation of the "concoction" known as magenta. Others throughout Europe were motivated to strive for more by its enormous commercial success.
Following simultaneous discovery by chemists in south London and France in 1859, a reddish-purple dye known as "fuchsine" or "roseine" began to be made on both sides of the English Channel.
The following year, it was renamed in honor of the battle between France and Sardinia and Austria at the Lombardy town of Magenta, not because of the bloodied uniforms of the soldiers, as is commonly believed, but rather as a sign of support for Italy's independence movement.
Fox draws a comparison to the current conflict in Ukraine. "Most people had never heard of Mariupol a year ago; today, it is not only a well-known name, but it is also connected to a cause that is dear to the hearts of most people.
"Just as the majority of British today support Ukraine in its conflict, the majority did so in the 19th century for the Italian fight of independence. In some ways, the moment magenta sprang from was comparable to our own."
But in the present world of 50 shades of grey, its reappearance might come as a shock. The dominant interior design fad of the last 15 years has been "greige," which followed the bright Mediterranean tones of the 1990s.
Similarly, companies like Ikea and Apple have spread their streamlined, monochrome designs all across the world. Even movies and television are becoming more and more desaturated, prompting some to declare that "color is fading from the world," as in a popular TikTok from August.
Viva Magenta is brave and fearless. It is also a pulsing color whose exuberance encourages a happy and hopeful celebration, which helps to write a new story. The Color of the Year for 2018 is strong and empowering.
The American color organization Pantone has chosen Viva Magenta, a fiery pink that resembles blush, as the year's color for 2023.
Magenta is typically more reddish, while fuchsia tends to be more pinkish-purplish. The fuchsia flower itself contains a variety of purple hues.
According to James Fox, Cambridge art historian and author of The World According to Colour, magenta, which sits between red and blue, is not just apolitical but also profoundly unifying. It "doesn't exist on the spectrum... but it somehow includes the entire range of colors that we can see - and also some that we can't." It is partially ultraviolet and partially infrared.