PANTONE 18-1750 Viva Magenta has been selected by Pantone as the 2023 Color of the Year. Vibrating with vim and vigor, the exuberant hue evokes optimism and joy, while also encouraging experimentation and self-expression. Viva Magenta strikes a balance between warm and cool with a nuanced crimson shade that’s both audacious and inclusive.
“As virtual worlds become a more prominent part of our daily lives, we look to draw inspiration from nature and what is real,” explains Leatrice Eiseman, executive director of the Pantone Color Institute. “PANTONE 18-1750 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. Rooted in the primordial, PANTONE 18-1750 Viva Magenta reconnects us to original matter. Invoking the forces of nature, it galvanizes our spirit, helping us to build our inner strength.”
In collaboration with longtime creative partner Huge, Pantone has also created a visual manifestation of PANTONE 18-1750 Viva Magenta by incorporating the messages and ideas embodied by the carmine red through artificial intelligence technology. Known as the Magentaverse, the new color universe can be explored across an exhibition of experiential, technology-driven artwork inspired by NASA as well as Pantone partners Motorola and Lenovo.
“The last few years were transformative in many ways in terms of people’s sense of self, and the way well-being, priorities, and identity are being thought about,” adds Laurie Pressman, vice president of the Pantone Color Institute. “As a result, space has been created where we are free to explore and be accepted for exactly who we feel we are, whether it be in a cybernetic universe, a conventional space, or a magical blend of both. We are creating a dynamic world that encourages experimentation, one that leverages the virtual within the physical realm and emboldens our strength and spirit to explore groundbreaking possibilities.”