Pantone announces a new colour of the year every December, based on trend-forecasting research from the Pantone Color Institute. In describing Ultra Violet, Pantone said it "suggests the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now".
Pantone's 2018 color follows 2017's choice of "greenery", which the Pantone said at the time provided "the reassurance we yearn for amid a tumultuous social and political environment".
Pantone's 2017 color of the year was Greenery and was meant to represent hope, calmness, and being close to nature.
"As individuals around the world become more fascinated with color and realize its ability to convey deep messages and meanings", said Laurie Pressman, Vice President of the Pantone Color Institute.
The hue is described by Pantone as "a dramatically provocative and thoughtful shade".
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The rich purple is a strong departure from the fresh, grassy color that Pantone chose a year ago called Greenery-a shift that was completely intentional.
"Enigmatic purples" have also "long been symbolic of counterculture, unconventionality, and artistic brilliance", and purple's influence can also be charted throughout popular culture, with the colour synonymous with the unconventional and counterculture, ranging from pioneering and boldly original artists such as "the Purple One", Prince, and Jimi Hendrix.
Unlike other "Colors of the Year" put out by paint companies, Pantone's color forecasts are used across many industries including fashion, consumer products, graphic and packaging. "For a regal, energizing look, pair it with lighter, contrasting blues and terra cotta oranges".