It is called Viva Magenta or, to be precise, PANTONE 18-1750 Viva Magenta and is the Pantone Color of the Year for 2023. It is a hybrid color, between red and purple, cool and warm, descended from the red family and inspired by the red of the cochineal. A primal shade, designed to invoke the forces of nature and encourage us to express ourselves without qualms, a statement of rebellion that galvanizes the spirit to face the future with strength and pride. Laurie Pressman, Executive Director of the Pantone Color Institute, calls it “an unconventional hue for unconventional times,” genderless and vibrant, chosen to give a burst of optimism, convey strength and character, resilience and out-of-the-box thinking even when it comes to beauty.
