The Pantone Color Institute has chosen the main color of the coming year. The current Very Peri 17-3938 is being replaced by a new shade of magenta Viva Magenta 18-1750, “vibrating with energy”.
Pantone describes Viva Magenta as a shade “rooted in nature, derived from the red family and expressing a new signal of strength.” Its exuberance should encourage “a joyful and optimistic celebration, the writing of a new narrative.” It is also noted that the new shade is powerful and inspiring. It “encourages experimentation and self-expression.”
“In this age of technology, we strive to draw inspiration from nature and what is real. PANTONE 18-1750 Viva Magenta comes from the red family and is inspired by cochineal red, one of the most valuable dyes belonging to the natural dye family and one of the strongest and brightest dyes known to the world.
Rooted in the primal, PANTONE 18-1750 Viva Magenta reconnects us with primordial matter. Invoking the forces of nature, PANTONE 18-1750 Viva Magenta energizes our spirits, helping to strengthen our inner strength,” wrote Leatrice Eiseman, executive director of the Pantone Color Institute.