The Pantone Color Institute has chosen the main color of the next year. The current Very Peri 17-3938 is replaced by a new shade of purple Viva Magenta 18-1750 that “vibrates with energy”.

Pantone describes Viva Magenta as a shade “rooted in nature, derived from the red family and expressing a new signal of strength.” Its abundance should contribute to “joyful and optimistic celebration, writing a new story.” The new shade is also said to be powerful and inspiring. It “encourages experimentation and self-expression.”

“In our age of technology, we tend to draw inspiration from nature and what is real. PANTONE 18-1750 Viva Magenta comes from the red family and is inspired by cochineal red, one of the most valuable dyes belonging to the natural dye family and one of the strongest and brightest dyes known to the world.

Rooted in the primal, PANTONE 18-1750 Viva Magenta connects us to the primal matter. Calling upon the forces of nature, PANTONE 18-1750 Viva Magenta recharges our spirit, helping to strengthen our inner strength,” wrote Pantone Color Institute Executive Director Leatrice Eisman.