Stop Press! The Pantone Colour Institute have announced PANTONE 18-3838 Ultra Violet as the Colour of the Year 2018!

According to Pantone, Ultra Violet is ‘a dramatically provocative and thoughtful purple shade. It communicates originality, ingenuity and visionary thinking, that points us to the future.’

This year’s colour choice is in stark contrast to 2017’s choice of ‘Greenery’ which provided ‘reassurance amid a tumultuous and political environment.’

The colour experts at Pantone searched for colour influences worldwide, reviewing the entertainment industry, travelling art collections, films in production and upcoming artists, fashion, all areas of design plus lifestyle trends and socio-economic conditions. Influences have also been drawn from tech, materials, the launch of social-media platforms and even global sporting moments. Wow!

Clearly 2018 is the year to innovative and move forwards.

But will brands embrace Ultra Violet? It’s safe to say that selecting PANTONE 18-3838 as a lead colour would be a brave move for most brands. It’s bold, somewhat feminine and has connotations with imaginative, wealth, spirituality, luxury and ambition.

Embracing the cosmic blue-based purple hue, Saatchi Art is already working with the Colour Institute to create a limited-edition collection of official Pantone Colour of the Year 2018 prints.

But what do you think of Pantone’s Colour of the Year 2018? Comment below – we want to hear your thoughts!Will your brand be embracing Ultra Violet next year?