Strategy December 02, 2022
4 Ways to Make Pantone’s Color of the Year Work
Viva Magenta, a “nuanced crimson red tone,” could be deployed in a number of promotional markets.
The era of soft pastels and millennial pink are behind us. For 2023, the Pantone Color Institute went bright, bold and saturated for its color of the year. Viva Magenta is a “nuanced crimson red tone that presents a balance between warm and cool,” according to Pantone.
“Viva Magenta descends from the red family and is inspired by the red of cochineal, one of the most precious dyes belonging to the natural dye family as well as one of the strongest and brightest the world has known,” says Leatrice Eiseman, executive director of the Pantone Color Institute. The color “reconnects us to original matter. Invoking the forces of nature, it galvanizes our spirit, helping us to build our inner strength.”
Saturated pinks and reds have been trending for apparel, says Lauren Cocco, director of merchandising at Top 40 supplier Vantage Apparel (asi/93390). “They’re uplifting; they’re a little bit more playful,” she adds. “We’re definitely seeing those brighter shades.”
Viva Magenta is a striking shade. “For someone who wants to make a splash with their marketing, it can be an eye-catching promotion,” says Michelle Armstrong, director of merchandising for Prime Line (asi/79530), the hard goods division of Top 40 supplier alphabroder (asi/34063). However, as with any color trend, it’s important to consider the long-term implications, and not just jump on the bandwagon because it’s what’s hot now. “To me, it’s fleeting, which is at odds as to how I feel about the direction of promotional products,” Armstrong adds. “I want our products to have a lasting feeling, one where people will use and reuse, not flash.”
Still, for those who want to try out the shade, there are a variety of ways to make it work. Consider these four ideas for freshening up a campaign with Viva Magenta.
1. Conference Swag
This journal (VB68) from Chameleon Like (asi/44558) comes in a bright magenta shade.
Help conference attendees take notes in style with a brightly colored journal, or give them out at an employee retreat. Magenta notebooks and office supplies are likely to be remembered and used long after they’re received.
2. Festivals & Outdoor Events
This insulated stainless-steel bottle from EcoVessel (asi/51560) keeps liquids cold up to 36 hours.
Reusable drinkware in magenta would be a welcome reward or gift-with-purchase at any outdoor event, particularly during the warmer months when hydration is key.
3. Colleges & Universities
This summer trucker cap (6801C), available from Mega Cap, Inc. (asi/70434), adds a new twist to classic headwear.
Clubs, Greek organizations and various departments on campus would find apparel and accessories in magenta appealing – even if it’s just a pop of the bold color to add some visual interest. Sure, Viva Magenta is unlikely to be the school color, but the deep reddish-pink might be just the thing to bring attention to a special event or celebration.
4. Golf & Other Sports
This men’s short-sleeve polo (TM16398) from Trimark (asi/92121) stands out in magenta.
When you’re thinking of ways to use Viva Magenta, don’t forget about the guys. Polo shirts – whether for golf or the office – get a modern twist in magenta. Consider that preppy styling has been trending lately, and a performance polo fits the bill for this classic look.
Pantone has been choosing the Color of the Year for around a quarter of a century. In 2022, Very Peri, a play on periwinkle, was the chosen hue. For 2021, the institute chose Illuminating and Ultimate Gray as the Colors of the Year. Other recent choices include Classic Blue for 2020, Living Coral for 2019 and Ultra Violet for 2018.