an unconventional time.
VIVA MAGENTA Year in the colour of gaudy lipstick
The Pantone Color Institute aims to draw attention to the rela - tionship between colour and cul - ture, and colours of the year are chosen because they reflect glob - al culture at a given moment in time, says Laurie Pressman, the Institute’s vice president. Their se - lection process involves the exam - ining of everything from the enter - tainment and travel industries to technologies, cultural events and socioeconomic conditions, in or - der to analyse and predict trends. Experts this year noticed a “heightened appreciation and awareness of nature”: people are introducing more plants and flowers into their homes, finding new en - joyment in recreation outdoors and travelling, after the pause caused by the pandemic, and seeking “life-giv - ing ingredients”. That’s because the psycholog - ical and emotional component is also very important. Pantone says that magenta balances boldness and fun, confidence and humani - ty. It compares this to the way digi - tal spaces have accelerated globali - sation, enabling people to connect. While last year’s colour also high - lighted the balance between nature and technology, Pantone says that what sets magenta apart is its abili - ty to respond to our collective need for strength. According to Pantone, “three years deep into a pandemic, facing a war, an unstable economy, social un - rest, supply chain breakdowns and mounting climate change, we need to heal… And we need to find the motivation to continue. Viva Magen - ta sends us out into the world with the verve that we’ve yearned for.” The institute’s chosen colours of the year influence product develop - ment and purchasing decisions in all kinds of industries, including fash - ion, industrial design and product packaging. Viva Magenta is a “uni - versally flattering shade” that we are likely to see everywhere this year – in wardrobes, homes and graph - ic design.
It’s official: we’ll be painting 2023 in magenta. At least that’s the claim of the Pantone Color Institute, an authoritative consulting service that has been annually “colouring” the year ahead for more than two decades.
the fact that magenta technically doesn’t exist, but Pantone, which literally wrote the book on combin - ing colours back in the 1960s, de - fines it as “a nuanced crimson red tone that presents a balance be - tween warm and cool”. Magenta is a hybrid colour in many ways, say colour authorities, as it straddles between the physi - cal and the virtual, the organic and the innovative. It is a carmine red that’s assertive, but not aggressive, and which doesn’t dominate bold - ly, but rather takes a discreet ‘fist in a velvet glove’ approach. It exudes dynamism and is capable of driving design to create a more positive fu - ture – an unconventional shade for
PANTONE HAS SELECTED ITS COLOUR OF THE YEAR FOR 2023 AND IT IS VIVA MAGENTA 18-1750, which the famous Color In- stitute describes as “a shade rooted in nature descending from the red family and expressive of a new signal of strength”. Other words used by the company to describe the colour, but more broadly also the current cultural moment, include - power- ful, empowering, electrifying, un- bounded, audacious and inclusive. “Viva Magenta is brave and fear- less, and a pulsating colour whose exuberance promotes a joyous and optimistic celebration, writing a new narrative,” explains Pantone. Some sceptics would highlight
Nijansa magenta vodi svoje organsko poreklo od košenila, insekta od kojeg se dobija prirodna magenta has its organic origins in the cochineal, an insect that is a source of the natural lipstick colour karmin boja The shade of
Colours » Boje | 95
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