Colour company Pantone has named a Ultra Voilet as colour of the year for 2018. The bright purple hue was described by Pantone as a “a dramatically provocative and thoughtful purple shade”.
“The selection of Ultra Violet speaks to our shared desire for deeper understanding in an increasingly complex landscape, and our eagerness to experiment to reach that level,” said the company.
The colour of the year is announced annually in December by Pantone, based on its trend-forecasting research conducted by the Pantone Color Institute.
“Ultra Violet’s association with forward-thinking vision has made it a source of inspiration for the most innovative players in business and technology,” Pantone said.
“Companies as large as NBCUniversal, as culturally resonant as Instagram, and as burgeoning as Twitch have weaved purple shades into their brand identity as a symbol of their commitment to challenging what’s possible in their respective arenas.”
Last year, Pantone had chosen a “tangy yellow-green” shade called Greenery as the colour of the year, and in 2016, for the first time, the company picked two pastel shades: Rose Quartz and Serenity.