It’s 'dramatically provocative and thoughtful.'

INSTORE Pantone ultravioletPantone has named Ultra Violet as its color of the year for 2018.

The color institute calls the color "a dramatically provocative and thoughtful purple shade" that "communicates originality, ingenuity, and visionary thinking that points us toward the future."

“We are living in a time that requires inventiveness and imagination. It is this kind of creative inspiration that is indigenous to PANTONE 18-3838 Ultra-Violet, a blue-based purple that takes our awareness and potential to a higher level,” said Leatrice Eiseman, executive director of the Pantone Color Institute. “From exploring new technologies and the greater galaxy, to artistic expression and spiritual reflection, intuitive Ultra Violet lights the way to what is yet to come.” 

"Complex and contemplative, Ultra Violet suggests the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now," Pantone states in a press release. "The vast and limitless night sky is symbolic of what is possible and continues to inspire the desire to pursue a world beyond our own."

Pantone, provider of professional color language standards and digital solutions, notes that purple shades have "long been symbolic of counterculture, unconventionality, and artistic brilliance."

"Musical icons Prince, David Bowie, and Jimi Hendrix brought shades of Ultra Violet to the forefront of western pop culture as personal expressions of individuality," the company continues.

Pantone also explains that historically, "there has been a mystical or spiritual quality attached to Ultra Violet."

"The color is often associated with mindfulness practices, which offer a higher ground to those seeking refuge from today’s over-stimulated world," according to the release. "The use of purple-toned lighting in meditation spaces and other gathering places energizes the communities that gather there and inspire connection."

“The Pantone Color of the Year has come to mean so much more than ‘what’s trending’ in the world of design; it’s truly a reflection of what’s needed in our world today,” says Laurie Pressman, vice president of the Pantone Color Institute. “As individuals around the world become more fascinated with color and realize its ability to convey deep messages and meanings, designers and brands should feel empowered to use color to inspire and influence. The Color of the Year is one moment in time that provides strategic direction for the world of trend and design, reflecting the Pantone Color Institute’s year-round work doing the same for designers and brands.”

In terms of fashion, the company states:

On the runway or the streets, Ultra Violet is an enchanting purple that provides a theatrical linkage for both men’s and women’s styles. True to the coupled nature of Ultra Violet, created by combining red and blue, Ultra Violet lends itself to unique color combinations in fashion and is easier to pair with all colors on the spectrum than one might think. With golds or other metallics, Ultra Violet becomes luxurious and dazzling; with greens or greys it evokes natural elegance. Similarly, Ultra Violet takes on distinct appearances with different materials. Lush velvets in the color suggest intrigue for evening, but are also unexpectedly modern in athleisure or sneakers. In accessories, jewelry, and eyewear, Ultra Violet suggests the complexities of natural gems, textures, and florals.

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