Strength, vigour, and inclusiveness are at the essence of Pantone Color Institute’s 2023 colour of the year. ‘Viva Magenta,’ a vibrant relative of the red family, has been selected for the innate fearless strength it evokes.
“In this age of technology, we look to draw inspiration from nature and what is real,” says Leatrice Eiseman, the institute’s executive director. “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.
The hue, she adds, is “rooted in primordial.”
“Invoking the forces of nature, Viva Magenta galvanizes our spirit, helping us to build our inner strength,” Eiseman explains.
The colour of the year was chosen by a group of experts who considered everything from current trends in entertainment, art, design, and travel to socio-economic conditions, new technological developments, and even sporting events.
This year, the group seemed inspired by the shade’s promotion of optimism and joy, adding it revels in “encouraging experimentation and self-expression without restraint.”
“Viva Magenta vibrates with vim and vigour,” Pantone said in a press release. “[It] is brave and fearless, and a pulsating colour whose exuberance promotes a joyous and optimistic celebration, writing a new narrative.”
“Viva Magenta welcomes anyone and everyone with the same verve for life and rebellious spirit. It is a colour that is audacious, full of wit, and inclusive of all.”
