The Pantone Colour of the Year has grown to become the benchmark for design trends and cultural mood around the world. 2018’s Colour of the Year has been aptly crowned Ultra Violet, which Pantone calls, “dramatically provocative and thoughtful,” in its announcement. Ultra violet “communicates originality, ingenuity, and visionary thinking that points us towards the future,” said Leatrice Eiseman, Pantone’s executive director.
Pantone’s 2018 choice follows 2017’s choice of “greenery,” which, according to Pantone at the time, offered the “reassurance we yearn for amid a tumultuous social and political environment.” There’s no word of a nod to politics in 2018’s selection, however. If last year necessitated reassurance, 2018’s choice requires forward-thinking and ambition.
Ambitious and Ground Breaking
According to Eiseman, Intuitive Ultra Violet will be used to explore new technologies, and even pave the way to things yet to come. “From exploring new technologies and the greater galaxy, to artistic expression and spiritual reflection, Intuitive Ultra Violet lights the way to what is yet to come.”
Pantone’s Colour of the Year selection doesn’t just come about. Painstaking thought and research go into it, with the selection drawing influences from pop culture like David Bowie and Jimi Hendrix, who both had a penchant for purple hues. It also takes inspiration from nature, Pantone said in the announcement.
“We are living in a time that requires inventiveness and imagination. It is this kind of creative inspiration that is indigenous to PANTONE 18-3838 Ultra Violet, a blue-based purple that takes our awareness and potential to a higher level. The vast and limitless night sky is symbolic of what is possible and continues to inspire the desire to pursue a world beyond our own,” Eiseman continued.
Pantone Ultra Violet Making a Splash in Design and Packaging
As the world’s focus on packaging and design goes through its own trends, and becomes even more sophisticated, ultra violet offers the required nuances and complexity that appeals to consumers’ desire for originality in all that they touch. At the same time, ultra violet also resonates in graphic design, through its multi-dimensional feeling.
Shadows of ultra violet are being used in graphic and design more and more, with forward thinking brands in the luxury, beauty and CPG worlds looking to tap into modern culture. This, by extension, lends relevancy to these brands, ensuring they remain tapped into the modern trends moving industries forward. Whatever your feelings about ultra violet, it’s here to stay for the foreseeable future, and will impact trends for years to come.