Viva Magenta: the meaning of the color of the year 2023

The era of Very Peri, color of the year 2022, comes to an end. In fact, a few days ago, Pantone finally announced the color of the year 2023: Viva Magenta, a powerful and empowering color, full of strength and vigor, which has its roots in nature and branches out into ever-changing facets of society, reaching even touching the parallel reality of the metaverse of the year 2023

Why Viva Magenta?

Viva Magenta is definitely a color that doesn’t go unnoticed: a shade that plays between magenta and crimson, expresses positive feelings, closeness, and at the same time energy, rebellion, audacity. An inclusive colour, which speaks of everyone and is for everyone. The choice of this shade comes after the by now proverbial two-day debate involving the international working group of the Pantone Color Institute where, at the presentation event, the vice president Laurice Pressman comments “We looked for a color that would underline the change of perspective“, referring to the past few years between the pandemic and the changes that followed in rapid succession, “a color that reflects what we are going through” in the search for a new normality, in this “unique cultural moment”.

Viva Magenta: a cozy trend

The color of the year descends from the red family, and is directly inspired by one of the most precious and brilliant natural dyes ever to exist, the cochineal. For this reason it is described as a color that fully represents nature and its strength to grow, change, revolutionize itself, just as humanity has done after these strange and complex years to manage. It is a color that energizes and welcomes at the same time, that leaves no one behind and wants to bring us closer, embrace, be present, in a historical moment in which these verbs have seemed more precious than ever.

Design in 2023: what Viva Magenta will bring with it

Viva Magenta, again in the words of Laurice Pressman, “is a color capable of leading design to create a more positive future”. And so the magentaverse was born, a work of art that can be visited at Art Basel Miami Beach, and an almost provocative description of everything that will follow the announcement of the color of the year: fashion, design and technology will make this chosen hue their queen for the next 12 months. In fact, in the days following the announcement, like every year, brands in every sector have already started to ride the trend, announcing new collections or products combined with the chosen pantone. An example is Hovia, an interior design brand, which launched a wallpaper palette in record time.