Pantone Color of the Year 2023

VIVA MAGENTA

PANTONE COLOR OF THE YEAR 2023

“An unconventional shade for an unconventional time” is how Pantone describe their 2023 Color of The Year, PANTONE 18-1750 Viva Magenta. Taking over from 2022’s Very Peri, this vibrant color puts the O into optimism, ushering in a more positive attitude after a challenging start to the decade.

ORIGINS

So, what’s the origin of Viva Magenta? The story all starts in tropical and subtropical America with the cochineal beetle, a cactus-eating native insect. This beetle was the source of one of nature’s strongest, brightest, and most valued dyes. Introduced into Europe from Mexico, it was traditionally used to produce scarlet, magenta, crimson, orange and other tints as well as lake and carmine pigments.

The modern source of magenta in the art world was a pigment developed in a lab in 1856. Synthesized by Polish chemist Jakub Natanson, it was given the name triaminotriphenyl carbonium chloride and commonly known as fuchsine (after the fuchsia flower). In 1859 the tint was formally named to honor the very bloody Battle of Magenta which took place at the same time in Italy.

WHY VIVA MAGENTA?

Why did Pantone choose Viva Magenta as their Color of The Year? They noticed that we are all turning towards nature - possibly as an antidote to digital life and the restrictions of lockdown. The rise of outdoor pastimes and trends, plants at home, exploration, gardening, nature documentaries, veganism. However, nature isn’t in isolation: the digital world is now a part of everyone’s’ lives and brings huge scope for the future. Pantone has a positive outlook and sees Viva Magenta as the color we need to take us forward.