Color helps determine what clothes you wear, what car you drive, the interior and exterior of your home, what you’ll wear on your wedding day and whether or not you’ll actually purchase a product.

Yes, it’s true. According to Executive Director, Pantone Color Institute Leatrice Eiseman’s book, Color Messages and Meanings, consumer judge products based on appearance and the color of the packaging influences 50 to 85 percent of their decision-making process.

Not only does color impact buying decisions, color can stimulate, excite, depress, tranquilize, increase appetite and create a feeling of warmth or coolness. Scientists agree that physiological changes take place in humans when they are exposed to certain colors.

When thinking about selecting a color to represent a brand, it’s important to consider the psychological message and meaning of the color and how it will instantaneously broadcast the meaning and image of the company.

While designers envision colors and their impact on a brand; Pantone also knows that color extends beyond products into a lifestyle, which is why the Pantone Color Institute takes the role of color selection so seriously.

One of the ways in which the Pantone Color Institute educates clients about the role of color is through our Pantone Color of the Year program. With color and context so intertwined there really are reasons why a color family or individual color comes into prominence when it does, and for the most part, the popularity of a color is symbolic of the age we are living in. The Pantone Color of the Year gives us a way to translate what is taking place in our culture at a particular moment in time into the language of color.

Since 1999, Pantone’s Color of the Year has influenced product development and purchasing decisions in multiple industries, including fashion, home furnishings and industrial design, as well as product packaging and graphic design.

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The Pantone Color of the Year is more than ‘what’s trending’ in the world of design, it is a color that can communicate a message that best reflects what is happening in our global culture at a specific moment in time; a color we see crossing all areas of design that serves as an expression of a mood and an attitude; a color that will reflect what people are looking for, what they feel they need that color can help to answer.

Pantone’s Color of the Year for 2018 is PANTONE 18-3838, Ultra Violet. Dramatically provocative and thoughtful purple shade, it communicates the thinking we are seeking to create a meaningful direction for our future.

Enigmatic purples have long been symbolic of counterculture, unconventionality and artistic brilliance. Musical icons Prince, David Bowie and Jimi Hendrix brought shades of Ultra Violet the forefront of western pop culture as personal expressions of individuality. Nuanced and full of emotion, the depth of PANTONE 18-3838 Ultra Violet symbolizes experimentation and non-conformity, spurring individuals to imagine their unique mark on the world, and push boundaries through creative outlets.

Historically, there has been a mystical or spiritual quality attached to Ultra Violet. Often associated with mindfulness practices, and offering a higher ground to those seeking refuge from today’s over-stimulated world, the use of purple-toned lighting in meditation spaces and other gathering places energizes the communities that gather there and inspires connection.

As packaging design becomes more sophisticated, Ultra Violet offers complexity and nuance that appeals to our desire for originality in all that we touch. Similarly, in graphic design, Ultra Violet resonates with this dynamic medium through its multi-dimensional feeling. Shades of Ultra Violet are increasingly used in packaging and graphic design by forward-looking brands in the consumer packaged goods, luxury and beauty worlds, as well as by personalities and artists seeking to stand out.

Learn more about our 2018 packaging trends by downloading our trends book here.

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