The global color authority Pantone has announced its color of the year 2023: Pantone 18-1750 Viva Magenta, a new, animating shade of red that is intended to appeal to all people: “Pantone 18-1750 Viva Magenta means all people with the same will to live and rebellious spirit welcome. It’s a color that’s bold, fun, and inclusive,” Pantone said in an announcement.

    Presented as a color that “vibrates with panache and panache,” Viva Magenta is a shade “rooted in nature, descended from the red family, and expressing a new signal of strength.”

    It follows Very Peri in 2022, a periwinkle blue with a violet-red undertone, and two colors in 2021: Ultimate Gray and Illuminating, a luminous shade of yellow.

    Image: Pantone

    Viva Magenta is “brave and fearless”

    Undoubtedly a nod to the trying times that lie both behind and ahead, Pantone Viva describes magenta as a “bold and fearless” vibrant color whose “exuberance fosters a joyful and optimistic celebration and writes a new story” – perfect, um to lead us into the new year and to brighter horizons.

    “This year’s Color of the Year is powerful and empowering. It’s a new, vibrant red that revels in pure joy and encourages experimentation and unbridled self-expression, an electrifying, limitless hue that manifests as a statement of excellence,” Pantone explains the choice.

    Pantone unveils Color of the Year: Viva Magenta
    Image: Pantone

    Viva Magenta: A color for the metaverse

    “In this age of technology, we draw inspiration from nature and the real. Pantone 18-1750 Viva Magenta comes from the red family and is inspired by the red of the cochineal, one of the most valuable dyes of the natural dye family and one of the strongest and brightest known to the world. Pantone 18-1750 Viva Magenta is rooted in the original and reconnects us with the original matter. Pantone 18-1750 Viva Magenta evokes the forces of nature and uplifts our spirits by helping us develop our inner strength,” comments Leatrice Eiseman, executive director of the Pantone Color Institute.

    The color will not only make a splash in the real world this year, but also in the metaverse, in this case the ‘Magentaverse’. Pantone has teamed up with Artechouse, a developer of technology-enabled experiential art, to create an immersive experience centered around bright color, which will come to life in the form of an exhibition during Art Basel in Miami Beach starting tomorrow, December 3rd.

    “The installation is more than just a color; it offers an immersive experience that allows guests to feel the power of a shade on a fantastic scale,” promises Pantone.

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