Pantone's 2018 Color of the Year Is 'Provocative and Thoughtful'
Dec 08 2017 by Francis Osborne
Pantone's 2018 color follows 2017's choice of "greenery", which the Pantonesaid at the time provided "the reassurance we yearn for amid a tumultuous social and political environment".
Enigmatic purples have also always been symbolic of counterculture, unconventionality, and artistic brilliance. On Thursday morning, the color institute known for keeping its finger on the pulse of the latest color trends named Ultra Violet, a blueish purple hue, its top pick for the new year, saying that it communicates "originality, ingenuity, and visionary thinking that points us towards the future".
Historically, there has been a mystical or spiritual quality attached to Ultra Violet. It is still used by feminists today as an emblem for the ongoing struggle for women's rights across the world, and is prominently associated with the annual International Women's Day. "It's also the most complex of all colors because it takes two shades that are seemingly diametrically opposed-blue and red-and brings together something new", said Latrice.
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But that it only grew at a rate of 4.3% - down from the 5.1% and 5.8% spending growth rates seen in 2014 and 2015, respectively. Retail prescription spending increased 1.3% in 2016, growing to $328.6 billion - roughly 10% of overall health spending.
Pantone describes it as "an enigmatic purple shade that evokes the inventive spirit and imaginative thinking that challenges the status quo". 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. You're guaranteed to see this color popping up in home design and interiors.
"In Australia, I love the gorgeous pre-Christmas imagery of jacaranda flowers against an intense blue sky, or a huge bunch of irises on a timber table - that familiarity is part of why purples and violets are actually easy to love".