Creative
“I love it.”
That was my first thought when Pantone announced their 2023 color of the year, PANTONE 18-1750 Viva Magenta. It’s a perfect mix — strong, with a soft punch of color. I think Pantone describes Viva Magenta best: “Assertive, but not aggressive, it is a carmine red that does not boldly dominate but instead takes a ‘fist in a velvet glove’ approach.”
If you’ve read my take on previous choices for color of the year, you’ll know I am not one to shy away from sharing my feelings. But this year, I think they got it right.
A color that is considered “powerful and empowering,” Viva Magenta goes in the opposite direction from Pantone’s recent color choices that were meant to soothe, calm or uplift — all of which made sense at the time given our dramatically changing world since 2020.
However, now that we all have a few years of the pandemic under our belts, and with a recession on the horizon, Viva Magenta represents “reassurance, confidence and connection in a world trying to get back on its feet,” says Laurie Pressman, vice president of the Pantone Color Institute.
I think we could all use something powerful and empowering in our lives right now.
Viva Magenta in Marketing and Design
Magenta is an adventurous and memorable color, and it should encourage people to experiment. It can be used in modest doses while still exuding confidence.
I would love to see designers use this shade to complement any neutral color palette with a burst of enthusiasm. I think this would look beautiful when paired with a plum or deep violet color, or even neutral and earthy tones. Consider pairing it with grays, blues, pinks and even greens.
You can use magenta to infuse your marketing with energy, even when working with understated brand colors, by taking a subtle yet intentional approach: For example, photographers, cinematographers, art directors and set designers can add Viva Magenta into sets, wardrobes and frames, from the potted flowers on the front porch to the jewel nestled into the talent’s throat.
