Pantone’s process for selecting the color it thinks syncs most with the spirit of the moment combines methodological research and gut instinct. During a presentation on our call Eiseman and Pressman pointed to a plethora of spontaneously generated magenta sightings sourced from fashion, cosmetics, concept car design, digital art, social media, and even the highlights in magician Criss Angel’s hairstyle. This exercise in color-coded anthropology convinced them of Viva Magenta’s contemporary cultural currency. They then asked themselves why the carmine red—whose dye was originally sourced from the cacti-consuming cochineal—was the subject of such broad consensus now. Their conclusion? Pressman said: “We are looking at a color that highlights our change of perspective, that spotlights our need to feel empowered, and that is infusing us with strength that we can courageously and positively and fearlessly embrace a new pathway with confidence.”
Take that as you will—my personal preference is with a pinch of salt—but there is no doubt that the 18-1750 Viva Magenta is an oomphy, sophisticated shade of red that delivers powerful value to the eye (it looks especially excellent modeled by Jennifer Lopez on Vogue’s November cover). Pantone is looking to parlay that value via a swathe of synergistic partnerships with companies including Motorola, NASA, Lenovo, and more. The fruits of all of these will be part of an immersive exhibition stewarded by Miami’s intersectional technology/art studio ARTECHOUSE, opening this Sunday, that promises to envelop visitors in the ‘Magentaverse.’ Added Pressman: “we feel it’s a color that reflects the global innovation and transformation that’s taking place, as well as being a color that highlights the expansive possibilities that lay before us.”
