PANTONE Color of the Year, more than a trendy color

Experimentation and non-conformity, with mentions to Prince, David Bowie and Jimi Hendrix are the keywords which guide Pantone Color Institute to launch the 2018 Color of the Year: Ultra Violet Purple.

Started as a (smart) communication gimmick, the definition of the color reference for the coming year in the first week of any December has become a media event gathering more and more fans every year.

“The Pantone Color of the Year has come to mean so much more than ‘what’s trending’ in the world of design; it’s truly a reflection of what’s needed in our world today.” States Laurie Pressman, Vice President of the Pantone Color Institute.

The very reasons of the selection become in fact year by year more profound then “what’s trending”. For the Ultra Violet Purple, other than quoting three of the most recognized pop culture influencers of all times, Pantone refers to mystical and spiritual suggestions like “ the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now”.

Wishfully used for mindfulness practices, Ultra Violet Purple should offer “a higher ground to those seeking refuge from today’s over-stimulated world. The use of purple-toned lighting in meditation spaces and other gathering places energizes the communities that gather there and inspire connection”.

In our small brand extension and licensing world, probably just a few of the numerous licensees of Pantone brand will be able to use this colour for their 2018 collections, as time-to-market can’t match with this yearly secretive practice. But the benefit of Pantone Color of the Year must be measured with the unmatching power of reaching a great and various mass of non professionals, engaging them into a broader construct than simply “a trendy colour”.

About Paolo Lucci

Branding and licensing specialist, Brand Jam’s founder and heartful promoter.