--From the "In Living Color" issue of UP Magazine--
Since 2000, the Pantone Color Institute has selected a Color of the Year; one that influences a myriad of industries and represents larger cultural movements. The selection of this color is influenced by yearly trends in entertainment, fashion, art, all spheres of design, technology and travel. But the Pantone Color of the Year is chosen for more than just popular trends. The selection process also takes into account lifestyles and socio-economic conditions impacting the world.
According to Pantone’s website, the 2019 color, Living Coral, was chosen for its vibrancy and ability to, “(embrace) us with warmth and nourishment to provide comfort and buoyancy in our continually shifting environment.” And in an environment embedded with social media and digital technology, Living Coral is a reminder of authenticity and connection. This warm, lively color exists naturally in our ocean’s reefs, but also holds a presence in the digital world.
So, what should the Color of the Year mean for you? Well, as a consumer, it’s likely you’ll see this color in a variety of collections from all kinds of companies and brands. From clothing, shoes, and accessories, to technology and furniture, you can expect the vibrance of Living Coral to be all over the market. This is a common course for the Color of the Year.
Ever heard of Millennial Pink? This delicate blush hue—called Rose Quartz by Pantone—was named the 2016 Color of the Year. The color exploded as a must-have for products and designs and became a desirable aesthetic all over social media platforms and blogs. Phone and laptop cases, purses and shoes, street style, and digital feed all sported Millennial Pink.
The cultural obsession with Rose Quartz and the introduction of Millennial Pink into our cultural lexicon says it all—our infatuation with color runs deep. Scientists have studied color psychology by testing the impacts of color on human feeling and behavior. According to a study performed by Alexander Schuass, certain colors can be linked to decreasing blood pressure or aggressive behavior. But other scientists and psychologists like John Maule claim that color has no real effect on behavior at all. When it comes to pink tones in particular, there is also a great deal of debate. Longstanding cultural conventions have determined that pink is a girly color, but this stereotype has been challenged in more recent years as what it means to be masculine is continually redefined. A CNN article titled “Why millennial pink was no accident” noted that people today are more open “to defying the old and absolute color rules about what is appropriate for certain uses.”
But regardless of studies and stereotypes, color is a means of expression. Color speaks in subtle ways that influence meaning and perception.
Designers of all fields choose colors with care. The colors on a website, infographic, or advertisement must capture attention and emanate a precise meaning to be correctly perceived by the audience. The colors on a piece of clothing or accessory need to harmonize with other elements such as texture and pattern for the piece to convey the desired effect.
Living Coral, like Rose Quartz and other past Colors of the Year, holds significant meaning. Living Coral is optimistic and energetic, but also represents the delicate state of our oceans. Pantone describes it as “a subtle reminder that coral, which is bright and lively, is only possible if it’s surrounded by a healthy environment.”
Wherever Living Coral appears, it implores us to embrace vibrance and life; to encourage expression and connection.
Next year marks the 20th anniversary of the Pantone Color of the Year selection. Pantone’s Spring/Summer Color Palette forecasts coastal blues and greens that “display depth and complexity.” There are also rumors of a color called Bleached Coral—a very pale blue—for the 2020 Color of the Year.
Bleached Coral, while nearly colorless, is full of meaning and relevance. Environmental awareness is something that should be at the forefront of our minds—not just a fashion trend to follow for a year.
Whether or not Pantone is ambiguously hinting at the state of our environment in the movement from living to bleached, we can be sure that whatever the significance, the next Color of the Year will be incorporated everywhere. From the release of a new Essie nail polish, to Gucci’s spring collection, bring on the blue and live colorfully.
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