From Laura Pressman:
Vice-President - Pantone Color Institute at Pantone LLC
Last week we announced PANTONE 18-3838, Ultra Violet, as the Pantone® Color of the Year for 2018.
Though many I have spoken to were surprised, others were also in this purple mindset.
While many ask us how we arrive at our selection, others want to know what this color represents.
Illustrating what is taking place in our global culture, the color we select to be our Pantone Color of the Year is symbolic; it is a color snapshot of what we see taking place in our culture at a particular moment in time; a color we see crossing all areas of design that serves as an expression of a mood and an attitude; a color that will reflect what people are looking for, what they feel they need that color can help to answer.
With color and context so intertwined there are strong reasons why a color family or individual colors come into prominence when it does, and for the most part the popularity of a color reflects the age that we are living in.
This was no different with our selection of Pantone 18-3838 Ultra Violet, a dramatically provocative and thoughtful purple shade.
We are living in a time that requires inventiveness and imagination. Nuanced and full of emotion, the depth of PANTONE 18-3838 Ultra Violet symbolizes experimentation and non-conformity. As consumers search for ways to explore, experiment and imagine their unique mark on the world, Ultra Violet, with its message of originality, ingenuity and visionary thinking points us to the future, helping us to push the boundaries through creative outlets and inspiring the desire to pursue a world beyond our own.
Enigmatic purples have also long been symbolic of counterculture, unconventionality, and artistic brilliance, something which also factored into our decision making.
Historically, there has been a mystical, spiritual and healing quality attached to Ultra Violet, other areas of focus. And then of course we are seeing purple foods as the new "it" foods. Exotic and enticing, purple fruits, vegetables, and starches, are not only naturally rich in nutrients and antioxidants, but they also bring vibrancy and sophistication to the table.
There are many ways in which to bring this blue based shade into your designs. Palettes are downloadable on the Pantone site. pantone.com/color-of-the-year-2018
And I have additionally contributed my thoughts about our 2018 Color of the Year in our “2018 Packaging Trends” book which includes additional points of view from my colleagues at Esko, X-Rite, AVT, Videojet, Laetus and Danaher as well. As packaging design becomes more sophisticated, Ultra Violet offers complexity and nuance that appeals to our desire for originality in all that we touch. Similarly, in graphic design, Ultra Violet resonates with this dynamic medium through its multi-dimensional feeling.
Shades of Ultra Violet are increasingly used in packaging and graphic design by forward-looking brands in the CPG, luxury, and beauty worlds as well as by personalities and artists seeking to stand out.