In its highly anticipated year-end tradition, Pantone announced the Color of the Year for 2018: Pantone 18-3838, or Ultra Violet. While some would suffice to call this color, simply “purple,” Pantone has given the hue a bold name with deep meaning to match. The company’s online announcement boasts, “A dramatically provocative and thoughtful purple shade, PANTONE 18-3838 Ultra Violet communicates originality, ingenuity, and visionary thinking that points us toward the future.”
Pantone seems to have wanted to do a 180 from 2017, traveling across the color wheel from last year’s safe green tone, aptly named Greenery. While Ultra Violet symbolizes the cutting edge and revolutionary, Greenery, as Executive Director of the Pantone Color Institute Leatrice Eiseman puts it, was intended to “provide us with the reassurance we yearn for amid a tumultuous social and political environment.”
You may be wondering how you can get ahead of the trend and incorporate the color in your 2018 graphics. If Pantone’s description is to be followed, Ultra Violet should be used to evoke thoughts of self-expression, mindfulness, and discovery. If you want people to think bold and innovative when they see your graphic, Ultra Violet is your color. On the other hand, if you’d rather convey security or comfort, something like 2017’s Greenery might be a better bet. These colors are to be used sparingly, however, as these trends tend to go as quickly as they came. In other words, Ultra Violet is best for weaving into a quarter-long campaign or special announcement, not for a new logo or branding color.
As a proud Minneapolis company, we are on board with anything that makes people think of Prince or the Vikings, though, so bring on the Ultra Violet!