Viva Magenta (PANTONE 18-1750), which descends from the red family — a brave and fearless hue that depicts the signal of strength, is a shade ingrained in nature.

A perfect balance between the warm and the cool, the boundaryless tone exudes dynamism, asserts without being aggressive, and calls for a stand-out statement without being boldly dominating.

The Pantone Color Institute — the specialist unit that highlights the seasonal runway colors, forecasts global color trends, and advises color for product and brand visual identity
— believes that Viva Magenta's pulsating hue promotes optimism and joy in these unconventional times.

"In this age of technology, we look to draw inspiration from nature and what is real," noted Pantone Color Institute executive director Leatrice Eiseman.

"Viva Magenta is inspired by the red of cochineal, one of the most precious dyes belonging to the natural dye family as well as one of the strongest and brightest the world has known," she added.

The new animated red, which seamlessly complements the expressive approach of the 2023 fashion styles, lends a strong presence when applied to different materials on apparel and accessories.

The enthusiastic shade likewise makes a bold statement in the beauty department, energizes home interiors, and demands attention in graphic applications, packaging, and multimedia design.

The selection process for the Pantone Color of the Year undergoes meticulous trend analysis spearheaded by the institution's team of experts. It seeks for new color influences in a global scale that encompass what's in and popular in the art, fashion, design, entertainment and film and travel industries, as well as new technologies, lifestyles, playstyles and socio-economic conditions, among many others.

For more information, visit www.pantone.com.