Pantone’s Color of the Year for 2023 — Viva Magenta Pantone 18-1750 — is all about strength and optimism.
The fact that participants in Pantone’s color association studies consistently consider reds to be exciting and dynamic is another plus. “Those words will help to take us into the future and get away from any of the concerns that we might still have. And we do. COVID[-19] hasn’t gone away entirely. It gives us the energy to balance what has happened and where we are going in the future,” she said.
To bring all of this to fruition, Pantone and its creative partner Huge hatched a design experiment to delve into the push-and-pull between new technology and human creativity. Working with the AI tool Midjourney, they created the “visual manifestation” of Viva Magenta to come up with an immersive world. The key visual was designed partially with artificial intelligence.
To hint at the color, Pantone features a small beetle in some of the Color of the Year promotional material. “No matter what happens in the world — it exists and is still out there. We thought that was the embodiment of going back to nature and survival,” Eiseman said. “But at the same time, we are looking towards the future with the Magentaverse, an unexpected, exciting universe. We don’t even know some of the things that will happen.
That practice is also ebbing into set designs for films, especially in animation. “That stays in people’s consciousness. They might not remember exactly what they saw in the film or even the film. But the point is they saw color being used in inventive and interesting ways that opens up avenues of experimentation. We’ve seen that certainly in the fashion world, where color combinations can be so uniquely different than anything that we had ever thought of using before.
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