PANTONE COLOR OF THE YEAR 2018: ULTRA VIOLET
Silk Haze

IT'S HERE! IT'S HERE! IT'S HERE!!! Pantone's color of the year! It's Ultra Violet! It's official. Pantone said this is a colour that "communicates originality, ingenuity, and visionary thinking that points us toward the future." Ultra Violet is a forward thinking colour that large brands and companies have been using in their branding for the past couple of years. "Companies as large as NBCUniversal, as culturally resonant as Instagram, and as burgeoning as Twitch have weaved purple shades into their brand identity as a symbol of their commitment to challenging what's possible in their respective arenas," says Pantone.

https://www.pantone.com/color-of-the-year-2018?utm_source=coy_release&utm_medium=facebook&utm_campaign=coy_social

I always joke that Pantone's color of the year flip flops between various shades of green, red/orange and purple (I know that may seem like a lot but it isn't to a colour expert) and this year is no exception (see picture below of the past 7 years for reference). Although Ultra Violet is very different from 2014's Radiant Orchard it still fits in the purple family. 

https://www.pantone.com/color-of-the-year-2018?utm_source=coy_release&utm_medium=facebook&utm_campaign=coy_social

This year however, for the first time in a long time, I think I am pretty onboard with Pantone's colour choice. Here's why... Although I am not a huge purple fan, I am beyond excited over the meaning and symbolism behind this year's colour. Pantone calls 2018 to be a year full of inventiveness, thoughtfulness, and contemplation. I think that all of the words used to describe this colour are EXACTLY where so many people (especially millennials) are at in their lives right now! When I examine these words (inventiveness, thoughtfulness and contemplation) more closely I can't help but A) feel like they describe me and my friends lives EXACTLY and B) fit the colour purple perfectly! I mean, who doesn't think of purple when they think of drama, imagination and thoughtfulness?!

Ultra violet also can't help but make me think of Amethst (my birthstone) and the healing properties and symbolism of the crystal. Also used for spiritual wisdom and opening, "the third eye," Amethst and ultra violet both inspire taking our "awareness and potential to a higher level." It's also a call to action when it comes to thoughtfulness, reflection, and problem solving.

We are living in a time that requires inventiveness and imagination. It is this kind of creative inspiration that is indigenous to PANTONE 18-3838 Ultra Violet, a blue-based purple that takes our awareness and potential to a higher level. From exploring new technologies and the greater galaxy, to artistic expression and spiritual reflection, intuitive Ultra Violet lights the way to what is yet to come.
— Leatrice Eiseman Executive Director of the Pantone Color Institute

I know personally in my life right now, I feel a call to action to beat to my own drum, break down barriers, and finally take a gamble on myself. This colour embodies those feelings perfectly and makes me feel like this is the year I can do anything I set my mind to.

"Come with me and you'll be in a world of pure imagination." - Leslie Bricusse, Anthony Newley

D.W.

Photography: Bailey Rogers
Model: Monica M
Surface Design/Stylist: Dee Wilkie