Pantone – creator of the Pantone Color Matching System, which provides manufacturers a standardized resource worldwide – has been crowning a Color of the Year for more than two decades. This decision is always highly anticipated in the promotional products industry, as the influence of the Color of the Year has major ramifications when it comes to marketing decisions.

When outlining your 2023 marketing plan, make sure to incorporate Pantone’s 2023 Color of the Year – Viva Magenta.

Here’s Pantone’s official statement on why Viva Magenta was worthy of this illustrious distinction:

Pantone’s Color of the Year, Viva Magenta 18-1750, vibrates with vim and vigor. It is a shade rooted in nature descending from the red family and expressive of a new signal of strength. Viva Magenta is brave and fearless, and a pulsating color whose exuberance promotes a joyous and optimistic celebration, writing a new narrative.

This year’s Color of the Year is powerful and empowering. It is a new animated red that revels in pure joy, encouraging experimentation and self-expression without restraint, an electrifying, and a boundaryless shade that is manifesting as a stand-out statement. PANTONE 18-1750 Viva Magenta welcomes anyone and everyone with the same verve for life and rebellious spirit. It is a color that is audacious, full of wit and inclusive of all.

Leatrice Eiseman, Executive Director of Pantone Color Institute, further explained the decision as one takes influence in the natural world.

“Viva Magenta 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,” Eiseman said. “Rooted in the primordial, Viva Magenta reconnects us to original matter. Invoking forces of nature, Viva Magenta galvanizes our spirit, helping us build our inner strength.”

Now that the world’s most foremost authority has spoken, it’s time to start thinking about how your brand is going to capitalize on this emerging trend.

Why Pantone Is Important to Branding Graphics
The Pantone Color Matching System has effectively eliminated color discrepancies in print and digital media. They are the utmost authority on color matching (they literally wrote the book on it), and the system is standard across industries such as fashion, design, real estate, textiles, cosmetics and much more.

Color of the Year and Its Influence on Marketing
As Pantone’s Color of the Year has gained more popularity and influence over the years, so has the Color of the Year’s gravitational pull on yearly trends and forecasting. Thanks in part to Pantone’s expert marketing of the Color of the Year, which includes anticipatory countdowns and sneak peeks across all their channels, the media coverage of this event has recently boomed. Brands want to be the first to incorporate the Color of the Year into their strategy, which creates market competition and buzz across industries.

Ideas for Incorporating Color of the Year Into Your Business
Because Pantone is such a respected name, and the Color of the Year has become an event in its own right, most businesses should be doing everything in their power to incorporate it into their strategy. For promo product distributors, suggest a wide range of promo products that features Viva Magenta with your customer’s logo. No matter what industry you cater do, there’s a product you can use the Color of the Year on:

• Create trendy apparel that will start a conversation
• Be a part of end-users daily routine with mugs, water bottles and keychains
• Make vibrant signs and displays for various businesses
• Hand out branded pens, sunglasses and tote bags at events
• And much more!

Have you ever marketed a product using a previous Color of the Year? Join us on our members-only Facebook page to share your tips and suggestions.