03 Jan Pantone Announces Their Color of the Year for 2018
About the Pantone Color
At the beginning of every year the Pantone Color Institute, the forecasting group within the world-renowned authority on color and color communication, announces their selection for the upcoming Color of the Year. Intended to convey much more than what color will be trending, the Color of the Year predicts what the world will feel it needs. This year’s color, a thoughtful and provocative shade of purple called Ultra Violet, reflects a hope for originality, ingenuity, and visionary thinking to carry us toward the future.
The Color of the Year can be a valuable tool to keep brand communications feeling fresh and relevant. To make the best use of it, brands employ tactics such as planning launches or campaigns making heavy use of it, incorporating images and video that feature items and elements that match the color or swapping accent colors or background colors in their brand pallet. Additionally, marketers will attempt to understand and reflect the psychology of the color in their communications. Ultra Violet is a mysterious, intriguing color that brings to mind creativity, non-conformity, and spirituality. Incorporating those themes (within the bounds of existing brand persona communication guidelines) will create messaging that feels more direct and relevant to what a consumer will be feeling in 2018.