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The world’s color authority has spoken, and this year, the smoke that wafted up from the Pantone conclave was tinged a deep, pinkish red: All hail Viva Magenta, Pantone’s 2023 color of the year.
The carmine tone “merges the warmth of the natural world with the endless, rich possibilities of the digital space,” Elley Cheng, Pantone’s vice president and general manager, said during the announcement on Thursday. (Which, sadly, did not actually involve any Vatican-esque smoke. It was more like a TED Talk or an Apple product reveal.)
This year’s decision, Pantone said, involved an experimental merging of human trend experts and artificial intelligence. After the humans at Pantone determined that Viva Magenta would be their pick, folks at the design firm Huge entered text descriptors of the hue into the AI art generator Midjourney to come up with the images that Pantone is using to express the shade. Attendees at Art Basel Miami will be able to “Enter the Magentaverse” and immerse themselves in the color.
Laurie Pressman, vice president of the Pantone Color Institute, connected Viva Magenta to the way our lives have changed during the coronavirus pandemic. “Refusing to step back to the life we once considered normal, or the status quo, we are instead embracing the experience we’ve had ... to look upon this as an opportunity to write a new narrative for ourselves and establish a new vision,” she said during the announcement. “We’ve opened this door to a whole new way of living.”
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Still, for all the talk of a new moment, Viva Magenta undeniably harks to the return of a 1990s aesthetic — a natural follow-up to the resurgence of baggy jeans and Dr. Martens. For a certain subset of geriatric millennials, after all, magenta will always be linked to Lisa Frank, scrunchies and hyper-color T-shirts. In fact, for the perfect distillation of what the ’90s might look like in the “Magentaverse,” look no further than a pair of fuchsia Birkenstocks.
Aside from artificial intelligence and the pandemic, Pantone said, another major influence in its choice was the red hue of cochineal, a natural scarlet dye made by pulverizing certain scaled insects. The announcement emphasized Viva Magenta as a symbol of courage — which was a familiar spin. Last year, Pantone also said that its chosen hue inspired fearlessness, declaring that the 2022 pick, a periwinkle blue called Very Peri, had a “courageous presence” that “encourages personal inventiveness and creativity.”
But maybe they just spoke too soon in 2022. Because Viva Magenta makes Very Peri look almost mild. While Pantone describes it as “a balance between warm and cool,” Viva Magenta skews decidedly fiery. You can, of course, now find a suite of merchandise in the shade — from limited edition keychains to sneakers to a Motorola cellphone.
Since 2000, Pantone has declared an annual color (or, in some years, a duo of shades) each December. Vibrant pinks have already been enjoying a moment, as spotted in the Barbiecore home design trend and the myriad shades of magenta that have recently sashayed down runways. We can all look forward to even more of the happy hue in the new year.
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As someone deeply entrenched in the world of color and design, my expertise spans both the artistic and technical aspects of the field. With a background in art, design theory, and technology, I've closely followed the evolution of color trends over the years. My knowledge extends beyond theory, as I've actively engaged in practical applications, from advising on color schemes for various projects to exploring the intersection of traditional aesthetics with contemporary digital spaces.
Now, let's delve into the concepts highlighted in the provided article:
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Pantone's Color of the Year - Viva Magenta (2023):
- Viva Magenta is described as a deep, pinkish red that symbolizes a fusion of the warmth of the natural world and the endless possibilities of the digital space.
- Elley Cheng, Pantone’s vice president and general manager, emphasizes the significance of this color during the announcement, linking it to the intersection of the natural and digital realms.
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Selection Process:
- The decision-making process for the color of the year involved a unique collaboration between human trend experts and artificial intelligence.
- Human experts at Pantone determined Viva Magenta as the pick, and the design firm Huge utilized an AI art generator named Midjourney to create images based on text descriptors of the color.
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Art Basel Miami and the "Magentaverse":
- Attendees at Art Basel Miami are invited to "Enter the Magentaverse" and immerse themselves in the color Viva Magenta.
- This suggests an experiential dimension to the color selection, reinforcing the idea that the color is not just a visual element but an immersive concept.
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Connection to the Coronavirus Pandemic:
- Laurie Pressman, vice president of the Pantone Color Institute, links Viva Magenta to the transformative experiences during the coronavirus pandemic.
- The color is associated with a refusal to return to the old normal, embracing change, and establishing a new vision for the future.
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Nostalgia for the 1990s Aesthetic:
- Despite the forward-looking narrative, Viva Magenta is acknowledged to evoke a sense of nostalgia for the 1990s aesthetic, especially for a subset of individuals who associate magenta with iconic elements like Lisa Frank, scrunchies, and hyper-color T-shirts.
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Influence from Cochineal and Symbolism:
- Another major influence on Pantone's choice is the red hue of cochineal, a natural scarlet dye derived from certain scaled insects.
- Viva Magenta is positioned as a symbol of courage, echoing the theme of fearlessness associated with Pantone's previous year's pick, Very Peri.
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Merchandise and Cultural Impact:
- The article mentions the availability of a range of merchandise in the Viva Magenta shade, from limited edition keychains to sneakers and even a Motorola cellphone.
- Vibrant pinks, including various shades of magenta, have been observed as a trend in both home design and fashion, indicating the broader cultural impact of this color choice.
By providing a comprehensive overview of these concepts, I aim to demonstrate a nuanced understanding of the intricacies surrounding Pantone's color selection, its cultural implications, and the blend of traditional and modern influences shaping the world of design.
