Viva Magenta - First Impressions
The design community is holding its breath. It is that time of the year again - Pantone has unveiled the colour of the year 2023. Imagine my excitement and joy discovering that it is no other than Viva Magenta - a signature colour for Alisa Textiles branding. Do not think of this as a coincidence - we will get to the psychology aspect in a bit.
Let me tell you my personal experience and why I chose this colour over a year ago while designing the brand identity.
Creating a brand design for a project that is supposed to represent the joy of incorporating colour in our living spaces as a form of self-expression, in times, with neutrals dominating the market, is challenging. It had to be cohesive with Alisa’s values but also invite people who are just getting to know the wonderful world of hues.
Being my own client was more terrifying than creating for others (and I have done the exact same job for other brands for years and years). So why did I choose this magenta tone? This particular magenta shade exudes joy and is powerful but grounded. It is unique but accessible. It is memorable but not aggressive. Most of all - it made me smile, and I felt hopeful for what will come. Later on, while designing different patterns, I found myself incorporating this shade in almost all of them, without it being on purpose - I was already in love with that colour.
Viva Magenta - The Psychology Aspect
Pantone's nuanced hue descends from the red family, and “is inspired by the red of cochineal, one of the most precious dyes in the natural dye family. It is also one of the strongest and brightest dyes in the world”.
Viva Magenta signals optimism, joy, and energy, encouraging people to experiment and express themselves. It is a statement colour - representing a new attitude, lifestyle and the need to create an environment that suits our individuality. It is warm and brave but recognises our vulnerabilities with its cold undertones. Grounded in nature, it evokes a familiar feeling that we might seem to have forgotten - one of knowing ourselves.
Provoking "a whole new way of living, seeing a space where we give ourselves permission to feel free to explore everything and anything and be accepted for who we are" (Pantone COY Presentation). Viva Magenta highlights the change of perspective, spotlights our need to feel empowered, sends a message of vibrant positivity and fearlessly embraces our new path with confidence.
Incorporating Viva Magenta
My personal opinion is that Viva Magenta is best suited as an accent colour. Some might say it is too saturated, but please, do not be scared of its intensity since it plays very well with neutral colours.
For the brave ones - welcome to paradise, and celebrate a newfound urge to experiment. Combine it with either warm or cool shades, and the magenta tone will bring the interior together in a unique and sophisticated way.
It has been the talk of the town in the past months that jewel tones are having a huge comeback next year. Announcing Viva Magenta as Colour of the Year 2023 can only support those suspicions - it would be a match made in heaven - for all of us - colour lovers.
Let's make the most of next year and be brave enough to express ourselves, fearlessly embracing each new journey with newfound joy and excitement!
Welcome to the #Magentaverse !