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January 19th 2023
Viva Magenta is the perfect Colour of the Year for 2023. Wouldn’t you agree? Pantone suggests that it is a “hybrid shade that’s symbolic of our existence in the physical and digital world” and that it “merges the richness, warmth, and strength of natural matters with the rich, open horizons of the digital world.”
A ‘hybrid’ way of life is something that many of us have become accustomed to in the recent years following the pandemic. We are now blending working from home with office working, embracing the digital world alongside our love of the natural world and maintaining a balance of our mental health and physical health.
Viva Magenta may not be the first colour you associate with nature, but it is not an artificial shade and is inspired by the natural dye ‘cochineal’. It connects us to the natural world and reflects a signal of strength. Research suggests connections with nature can help generate positive emotions of joy and aid concentration. Viva Magenta reminds us of this and our mission to become a more sustainable culture that takes care of the world around us.
Shades of pink such as Viva Magenta are becoming more commonly used in branding with those that want to stand out from the crowd. Pantone says “Brands wanting to appear animated and passionate can use Viva Magenta to elicit a strong consumer reaction.” Here are a few examples of brands that this has paid off for.
Back in 2014, Airbnb undertook a huge rebrand which saw them shun away from their previous blue colour palette and opt for a more playful, friendly coral pink. The change helped Airbnb stand apart from the crowd and offered consumers a sense of love and nurture.
Many creatives reading this will be familiar with the Dribbble online community. Dribbble, known as the “Show and Tell for Designers” is a place where creatives can connect and share their work. Dribbble uses terms like teams, shots, and buckets and is very much inspired by the game of Basketball. This gives it the edge over similar sites with its pink branding reinforcing the idea that this site is different from its competitors.
When it was first launched, BBC iPlayer was new way of accessing and engaging with BBC content. It’s pink colour palette reflects a fun, friendly and distinctive brand that differentiates it from other similar services.
Whether you’re a fan or not, Viva Magenta is sure to make it’s mark in 2023.