“Purple is a complex color,” says Lee Eiseman, director of the Pantone Color Institute. “We are in a complex period of time, so this is a complex color.” The official color of 2018 is an intense shade of blue, the purple and is called Ultra Violet, also known as Pantone 18-3838.”
“Ultra Violet is provocative, but it’s also a stochastic color – it sounds oxymorous, says Eiseman.” This is the kind of color that historically relates to originality, ingenuity and thought. These are the elements we need to create the future. Ingenuity and imagination are something we seek in our personal lives and in our business world.”
While Pantone did not report today’s US presidency, we understand that President Trump’s impact on the collective psyche, as well as collective action, is undeniable.
In addition, Pantone links the color with an anti-cultural and unconventional attitude, but also with artistic brilliance, associating it with images such as Prince, David Bowie and Jimi Hendrix. Ultra Violet is also known for its “mystical or spiritual quality,” as we have often seen it be used as the color of lighting in meditation spaces.
The company notes that Ultra Violet is increasingly used in packaging but also within the food itself (see purple-hued cauliflower and carrots).
The color of ’18 carries a sense of theatricality, while in the decoration of the house, it introduces us from tradition and elegance to boldness and spirituality, as Pantone claims.
“2017 was a year devoted to meditation,” said Laurie Pressman, vice president of the Pantone Color Institute. Now what can we do with all these thoughts to move forward? We took the time to think about it. Now it is the time to move forward. ”
As every advertising agency, we already started thinking of how to use Ultra Violet and other colors of the same pallet in future projects.
Cause we believe that sometimes colors say more than words.Source