Colours » Boje | 95 Nijansa magenta vodi svoje organsko poreklo od košenila, insekta od kojeg se dobija prirodna karmin boja The shade of magenta has its organic origins in the cochineal, an insect that is a source of the natural lipstick colour FOTO: Depositphotos V I VA MAGENTA Year in the colour of gaudy lipstick It’s official: we’ll be painting 2023 in magenta. At least that’s the claim of the Pantone Color Institute, an authoritative consulting service that has been annually “colouring” the year ahead for more than two decades. PANTONE HAS SELECTED ITSCOLOUROFTHEYEARFOR 2023AND IT ISVIVAMAGENTA 18-1750,whichthe famousColor Institute describes as “a shade rooted in nature descending from the red familyandexpressiveof anewsignal of strength”. Other words used by the company to describe the colour, but more broadly also the current cultural moment, include - powerful, empowering, electrifying, unbounded, audacious and inclusive. “VivaMagenta isbraveandfearless, and a pulsating colour whose exuberance promotes a joyous and optimisticcelebration,writinganew narrative,” explains Pantone. Some sceptics would highlight the fact that magenta technically doesn’t exist, but Pantone, which literallywrote the book on combining colours back in the 1960s, defines it as “a nuanced crimson red tone that presents a balance between warm and cool”. Magenta is a hybrid colour in many ways, say colour authorities, as it straddles between the physical and the virtual, the organic and the innovative. It is a carmine red that’s assertive, but not aggressive, and which doesn’t dominate boldly, but rather takes a discreet ‘fist in a velvet glove’ approach. It exudes dynamismand is capable of driving design to create amore positive future – an unconventional shade for an unconventional time. The Pantone Color Institute aims to draw attention to the relationship between colour and culture, and colours of the year are chosen because they reflect global culture at a given moment in time, says Laurie Pressman, the Institute’s vice president. Their selection process involves the examining of everything from the entertainment and travel industries to technologies, cultural events and socioeconomic conditions, in order to analyse and predict trends. Experts this year noticed a “heightened appreciation and awareness of nature”: people are introducingmoreplantsandflowers into their homes, finding new enjoyment in recreationoutdoors and travelling, after thepause causedby thepandemic, and seeking “life-giving ingredients”. That’s because the psychological and emotional component is also very important. Pantone says that magenta balances boldness and fun, confidence and humanity. It compares this to the way digital spaces have accelerated globalisation, enabling people to connect. While last year’s colour also highlighted thebalancebetweennature and technology, Pantone says that what setsmagenta apart is its ability to respond toour collective need for strength. According to Pantone, “three yearsdeep intoapandemic, facinga war, anunstableeconomy, social unrest, supply chain breakdowns and mounting climate change, we need to heal… And we need to find the motivationtocontinue.VivaMagenta sends us out into the world with the verve that we’ve yearned for.” The institute’s chosencoloursof theyear influenceproduct development andpurchasingdecisions inall kinds of industries, including fashion, industrial design and product packaging. Viva Magenta is a “universallyflatteringshade” thatweare likely to see everywhere this year – in wardrobes, homes and graphic design.
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