Viva Magenta, Viva Impact!

When choosing Impact, you choose covers that are vibrant, hues that have a lust for life and beg to be held.

Pantone’s Color of the Year, Viva Magenta 18-1750, vibrates with vim and vigor. It is a shade rooted in nature descending from the red family and expressive of a new signal of strength. Viva Magenta is brave and fearless, and a pulsating color whose exuberance promotes a joyous and optimistic celebration, writing a new narrative.

This year’s Color of the Year is powerful and empowering. It is a new animated red that revels in pure joy, encouraging experimentation and self-expression without restraint, an electrifying, and a boundaryless shade that is manifesting as a stand-out statement. PANTONE 18-1750 Viva Magenta welcomes anyone and everyone with the same verve for life and rebellious spirit. It is a color that is audacious, full of wit and inclusive of all.

This is the first time since 2011 that Pantone has named a deep pink red as its color of the year, harkening back to the Honeysuckle shade of that year and then even further back to Fuchsia Rose of 2001. However, this seems distinctively more electric—and electronic, firmly stating the futuristic approach of this color. The New York Times experts even pointed out that Viva Magenta is quite similar to TikTok’s “follow” and “upload” buttons.

Its digital origins and reaches are accentuated with the introduction of a “Magentaverse,” an accompanying palette of muted and neutral hues that complement yet let Viva Magenta shine through, selected by A.I. tool Midjourney as an “endless new ecosystem to be explored.”

A hybrid color that harmoniously mixes warm and cool, it also creates a bridge between real and digital, and all the creative possibilities that emerge from these multi-platform exchanges.

“In this age of technology, we look to draw inspiration from nature and what is real. PANTONE 18-1750 Viva Magenta descends from the red family, and is inspired by the red of cochineal, one of the most precious dyes belonging to the natural dye family as well as one of the strongest and brightest the world has known.

Rooted in the primordial, PANTONE 18-1750 Viva Magenta reconnects us to original matter. Invoking the forces of nature, PANTONE 18-1750 Viva Magenta galvanizes our spirit, helping us to build our inner strength.”

Leatrice Eiseman

Executive Director, Pantone Color Institute