The executive director of the Pantone Color Institute states that we are “living in a time that requires inventiveness and imagination.” And that is why the color Ultra Violet was selected as the Pantone Color of the Year for 2018.
As brand consultants, we are often asked what are the “hot colors.” The problem is that color evokes reactions that may be different from one person to the next (8% of men have color vision deficiency and less than 1% of women). Yet color is a key to branding — and consistency of color is almost more important than the actual color itself.
Purple is “complex and contemplative,” according to the Color Institute. “Ultra Violet suggests the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now…purples have also long been symbolic of counterculture, unconventionality and artistic brilliance.”
For me, purple is the color that balances red and blue. Blue is a cool, calm color (think hospitals) and red is energy and alertness (think Red Bull or CNN). Purple is the blend. And when I see it, I think of Prince. Purple Rain.
The Color Institute summed it up best with, “the color is often associated with mindfulness practices, which offer a high ground to those seeking refuge from today’s over-stimulated world. It is a color to inspire connections.
Here are past Pantone Colors of the Year from the Pantone website.