Pantone 18-1750 Viva Magenta has been announced as the Pantone colour of the year 2023.
The crimson red tone with a balance between warm and cool is also a hybrid colour. The company worked with its long time creative partner Huge, to engage in a design experiment that explores the relationship between new technology and human creativity.
Working with the AI generative tool Midjourney, the team created the visual manifestation of Pantone 18-1750 Viva Magenta by incorporating the messages and ideas embodied by the colour to curate an immersive world that examines the connections between nature and technology.
Building on this experiment, Pantone and Huge collaborated with Artechhouso to design a custom immersive experience that allows the public to explore ‘the Magentaverse’ first-hand.
Leatrice Eiseman, executive director of the Pantone Colour Institute, said, ‘As virtual worlds become a more prominent part of our daily lives, we look to draw inspiration from nature and what is real. 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 galvanises our spirit, helping us to build our inner strength.’
Laurie Pressman, vice president at Pantone, said, ‘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. 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.’
