The color of the year 2023 has been officially announced by the Pantone Institute. Viva Magenta, a strong signal for what it means to be human, to overcome any trial, is a vivid, exuberant and cheerful color. An “animated red”, “an exuberant color that promotes optimism and joy” – this is how Viva Magenta was described. Here comes the question: “What is hidden behind this bold shade?” The last time Pantone chose the color red was 8 years ago, in 2015, with the launch of Marsala. Now, Viva Magenta comes to complete the idea of power, in a global context marked by insecurity and anxiety. The color of 2023 means freedom, power and vitality. And in branding and marketing, Viva Magenta conveys power – but in an assertive, not aggressive way – as Leatrice Eiseman, executive director of the Pantone Institute, says.
After the classic blue in 2020, two shades of gray and yellow in 2021, and the Very Peri purple of 2022, Pantone has chosen a vibrant red as the color of 2023. Pantone 18-1750 Viva Magenta highlights the tumult of the recent years and the challenges that have changed the world, such as the Covid-19 pandemic.
“We chose this color because we felt it was an unconventional shade for an unconventional time, something that could present us with a new vision,” Leatrice Eiseman, executive director of the Pantone Institute, told Time magazine. According to her, “Viva Magenta offers us the assurance and motivation we need to weather long-term disruptive events. Three years deep into a pandemic, facing a war, an unstable economy, social unrest, supply chain breakdowns, and mounting climate change, we need to heal. And still, we need to find the motivation to continue. Viva Magenta cloaks us in both power and grace, and sends us out into the world with the verve we’ve yearned for.”.
Pantone describes Viva Magenta as a strong, exuberant color that equally promotes joy and optimism, while encouraging freedom of expression. The color of 2023 “encourages all people to live life in the present moment”.
After the avalanche of global insecurity and a period full of restrictions and fears, 2023 is the year when people are encouraged to live life with joy and enjoy the present, while creating a brighter future.
“The name of the color itself tells you that this is a color to celebrate with, an exuberant color that promotes optimism and joy,” the Pantone representative added.
Used in marketing and branding, this vibrant red cannot go unnoticed. Viva Magenta can be a “shade without limits”. If you see this color among dozens of others, you can’t help but notice it. So, this could be the strategy for a branding campaign. Using Viva Magenta in marketing projects can be a real challenge.
In psychology, shades of red tend to communicate the idea of power, passion, vigor, exuberance. That’s why Viva Magenta can be used especially to complement other design elements, as a splash of color. The color of 2023 can capture interest and has the ability to be easily remembered. Viva Magenta is sure to stand out, even when used as a secondary shade in a brand’s visuals. It’s important to keep contrast ratios in mind. Dark colors like Viva Magenta might not be the best choice for a background color, for example.
How can the color of 2023 be combined in design? The predominant red of Viva Magenta is successfully complemented by emerald green. Being complementary, they create joy and elegance at the same time.
And pairing it with navy blue or purple can be successful in design and bold enough for a marketing campaign. Viva Magenta’s symbolism creates a dynamic world that encourages experimentation. Starting from this idea, the color of the year 2023 can be successfully used by brands, regardless of the field of activity. Do you have a new promotion project? At BT Production, if you can imagine it, we can make it.