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Robyn Hardman, Digital Consultant
Pantone Announces Colour of the Year 2018
Pantone’s Colour of the Year for 2018 is Ultra Violet (18-3838), a bold and provocative purple that conjures up thoughts of distant stars, hippie crystals and tie-dye scarves.
This year’s Colour of the Year is an interesting choice. A blue-based purple, Ultra Violet, according to Pantone, invokes feelings of “non-conformity, mystery and contemplation”. It’s a far cry from 2017’s Greenery – a fresh, natural green shade – and it’s got us wondering about what Pantone thinks 2018’s brands are going to say.
Purple often isn’t the first choice of colour for a lot of brands. It can be seen as quite polarising in terms of gender, often associated with more feminine brands, and has the odd religious or royal connotation. However, it can be a very bold colour, and according to Pantone, “enigmatic purples have also long been symbolic of counterculture, unconventionality, and artistic brilliance.” Therefore, if your brand is looking to break the mould, capturing hearts and minds, then Ultra Violet might be for you.
The name Ultra Violet also conjures up thoughts of revelation – after all, a UV light is usually used to reveal something hidden. By choosing Ultra Violet as a new brand colour, your brand is suggesting honesty and transparency – something that’s becoming increasingly important to consumers.
Unlike its predecessor, Ultra Violet isn’t a very natural colour, and there’s something almost futuristic about it. As technological advancement continues to march on and we find ourselves closer to bigger breakthroughs in space travel, artificial intelligence and robotics, will forward-thinking brands be tempted to switch gears and make the most of Ultra Violet’s bold, eye-catching colour?
As part of our rebrand for Randall & Payne, we changed the shade of their signature purple to the bolder, brighter 241C. The shade has added a much-needed vibrancy to their brand, with plenty of positive comments coming not only the staff, but their customers and contemporaries as well.
Whatever Ultra Violet may or may not say about your brand, we think that it’s a great choice for 2018’s Colour of the Year. We’re interested to see how it’s going to make an impact in the design world and beyond throughout the year.
Time to reinvent yourself? Chat to our branding experts
If you’re thinking of switching up your brand in 2018, give our design team a call. Our branding experts will not only develop a new look and feel for your company, but can help transform your brand values and positioning so you’ll achieve your full potential.
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