The GuardianThe Guardian

Viva Magenta! What Pantone’s colour of the year tells us about 2023

By Elle Hunt

02 Dec 2022 · 4 min read

Editor's Note

The Guardian looks into the history of the hue currently saturating design and popular culture sectors and explains why the shade that "depicts optimism" has risen in popularity just in time.

It exists between blue and red, warm and cool, to be found on a spectrum all its own. It is 150 years old yet still future-facing, at once digital and primordial. It is – to quote its creators – “brave, fearless and pulsating”. It is Viva Magenta, Pantone’s colour of 2023.

If you’ve never heard of this colour, that’s quite deliberate. For almost 25 years, the colour-matching company has tasked itself with choosing a shade that – according to its extensive cross-disciplinary analysis of prominent hues within art, fashion, design and beyond – not simply captures the zeitgeist, but sets the tone for the year to come.

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