The Pantone Institute announced the color of the year for the 23rd time in a row. The color of 2023 is Viva Magenta (bright magenta). The messages that both the shade and its name send are curious.
“An unconventional shade for an unconventional time: a new vision. By tapping into the experimental spirit of Viva Magenta, Pantone explores the dynamic relationship between artificial intelligence and human creativity”, says the Viva Magenta color description.
The color Viva Magenta radiates strength and vitality, with the hope that a better future lies ahead. This shade is tenderness, but also hidden, subtle power and depth.
Pantone explains that the color Viva Magenta (bright magenta) is created from warm and cool tones, and the main inspiration for it lies in nature.
“We chose this color because we think it’s an unconventional shade for an unconventional time, something that can present us with a new look. Viva Magenta conveys strength – but in an assertive, not aggressive way. It’s a color that really vibrates with vibrancy and a strength that demonstrates a new signal of strength, which is something we all need for a more optimistic future”, said Pantone CEO Leatrice Eiseman.
The color Viva Magenta wants to promote optimism and joy; experimentation and self-expression without inhibitions, without scruples, without fear. Viva Magenta is assertive and unyielding, without aggression. Pantone calls it a “fist in a velvet glove.” Exuding dynamism and ready to go forward.
Interestingly, Viva in the name of the color could also be translated as “Long live!”. It points to optimism, to fighting. Towards a world in which we should not give up the beautiful, the colorful; to remember that nothing is simply black or white, but contains within itself shades – of emotions, points of view, stories.
