"Brave and fearless" Viva Magenta has been named Pantone Color of the Year 2023.

Global color authority Pantone has announced that its color of the year for 2023 is Pantone 18-1750 Viva Magenta, a new animated red hue that embraces nature; "Pantone 18-1750 Viva Magenta enthusiastically welcomes anyone and everyone with the same enthusiasm and rebellious spirit for life. It is a bold, humorous and all-encompassing color."

It was introduced as a color that "vibrates with vitality and power" and a shade that "has its origin in the red family and is the expression of a new signal of strength." In 2021, Ultimate Gray and Illulumining, a vibrant yellow tone, were chosen as the color of the year, and in 2022, Very Peri, snail blue with purple red undertones.

Pantone refers to Viva Magenta as a "bold and fearless" pulsating color whose "enthusiasm promotes a joyful life", no doubt referring to the challenging times ahead and behind.

"This year's Color of the Year is powerful and empowering. A new animated red, a boundless shade that manifests as an exciting and conspicuous expression that delights in pure joy, encourages experimentation and self-expression without restraint," explains Pantone.

Leatrice Eiseman, executive director of the Pantone Color Institute, said: "In this age of technology, we strive to be inspired by nature and what is real. Pantone 18-1750 Viva Magenta comes from the red family and is one of the most valuable natural dyes in the family, as well as the strongest and most powerful dyes known in the world. "Based on the primitive, Pantone 18-1750 Viva Magenta reconnects us to original matter. Invoking the forces of nature, Pantone 18-1750 Viva Magenta stimulates our spirit and helps us develop our inner strength." she says.

Color will make a splash this year not only in the real world, but also in the metaverse, or in this case, the Magentaverse. Together with Artechouse, creator of technology-driven experiential art, Pantone has created an immersive experience focused on vibrant colors that will come to life in the form of an exhibition at Art Basel on December 3 in Miami Beach. "More than just a color, the installation offers a completely immersive experience that lets guests feel the power of a tone scaled to fantastic proportions," Pantone promises.