The 2023 Pantone colour of the year has officially been announced and it is luxurious! Viva Magenta 18-1750, packs a powerful punch. It’s a vivid, sensual, and joyous colour leading us into 2023. Viva Magenta is an exuberant, and playful red. The colour is all about optimistic celebration, experimentation, and unrestrained self-expression, according to the Pantone colour consultancy.
Leatrice Eiseman, the Pantone Colour Institute’s executive director, asserted, “As virtual worlds become a more prominent part of our daily lives, we look to draw inspiration from nature and what is real,”. “PANTONE 18-1750 Viva Magenta descends from the red family, and is inspired by the red of cochineal, one of the most precious dyes belonging to the natural dye family as well as one of the strongest and brightest the world has known.”
Cochineal is a scale insect from which the natural dye carmine is derived. Carminic acid, typically 17–24% of dried insects’ weight, can be extracted from the body and eggs, then mixed with aluminium or calcium salts to make carmine dye, also known as cochineal. Think of colourants in food and lipstick.
However this is not just a shade to keep us connected to nature.
Actually the oppposite, Pantone identifies it as a “hybrid color” with a clear connection also to the digital and technical world, hence the term #magentaverse.
For the yearly announcement, the Pantone Color Institute teamed up with their long-time creative partner, Huge. With the help of the A.I. generative tool Midjourney they created a visual manifestation of Viva Magenta that represents nature & technology within the rich shade of red.
The visuals serve as an invitation to this new world, evoking a powerful and empowering statement.
This immersive experience lets you explore the virtual within the physical realm to examine the connections between nature and technology. By stepping into multiple immersive rooms with textures and interactions, you can feel the power of the hue in all of its forms. Again, a clear connection to the digital world.