Published: Fri, December 08, 2017
Culture | By Stewart Greene

Pantone dubs 'inventive and imaginative' Ultra Violet 2018's Color of the Year

Pantone dubs 'inventive and imaginative' Ultra Violet 2018's Color of the Year

On Thursday, Pantone announced the 2018 color of the year as shade 18-3838 Ultra Violet.

It claims that Ultra Violet is already being put to use by a range of innovative tech and business companies.

No word of politics in Pantone's 2018 selection, however.

Behr Paint suggests King's Court as a paint color that corresponds to Ultra Violet, Pantone's 2018 Color of the Year. "We wanted to pick something that brings hope and an uplifting message", Leatrice Eiseman, executive director of the Pantone Color Institute, explained to The New York Times. Last year's top hue was Greenery and in 2016, Pantone picked two hues, Rose Quartz and Serenity.

The hue is described by Pantone as "a dramatically provocative and thoughtful shade".

More than just a color, Pantone's Color of the Year seems to be making a cultural statement. Pantone also noted the color's ties to mindfulness, spirituality and creative living.

"Enigmatic purples" have also "long been symbolic of counterculture, unconventionality, and artistic brilliance", and purple's influence can also be charted throughout popular culture, with the colour synonymous with the unconventional and counterculture, ranging from pioneering and boldly original artists such as "the Purple One", Prince, and Jimi Hendrix.

"It's truly a reflection of what's needed in our world today", Pantone Vice President Laurie Pressman said.

The Pantone Color Institute is the consulting arm within Pantone that forecasts global color trends, advises companies on color in brand identity and product development, and on color assurance programs. "For a regal, energizing look, pair it with lighter, contrasting blues and terra cotta oranges".

A Twitter user pointed out humans can't actually see ultra violet, but otherwise reaction was fairly positive.

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