{"id":580237,"date":"2022-12-14T13:24:29","date_gmt":"2022-12-14T13:24:29","guid":{"rendered":"https:\/\/enterpriseam.com\/egypt\/2022\/12\/14\/say-hello-to-2023s-color-of-the-year-viva-magenta\/"},"modified":"2022-12-14T13:24:29","modified_gmt":"2022-12-14T13:24:29","slug":"say-hello-to-2023s-color-of-the-year-viva-magenta","status":"publish","type":"post","link":"https:\/\/enterpriseam.com\/egypt\/2022\/12\/14\/say-hello-to-2023s-color-of-the-year-viva-magenta\/","title":{"rendered":"Say hello to 2023\u2019s Color of the Year: Viva Magenta"},"content":{"rendered":"

<\/a> Audacious, full of wit, inclusive, and empowering:<\/strong> That\u2019s the Pantone Color<\/a>Institute\u2019s (PCI) description<\/a> of Viva Magenta, 2023\u2019s Color of the Year. Generated by a data-fed AI program fuelled by PCI\u2019s color anthologists\u2019 trend analysis, the pinkish-purplish-reddish tone is \u201can unconventional shade for an unconventional time.\u201d The color reflects the state of global culture at a given moment in time \u2014 a color through which to represent and express what society is looking for, according to PCI Vice President Laurie Pressman.<\/p>\n

Interestingly, it\u2019s an entirely fabricated color: <\/strong>As a color magenta does not exist on its own, it\u2019s made up of a natural fading of red and purple that the brain averages out \u2014 and in Viva Magenta\u2019s case it was AI-created as PCIs creatives were unable to find the perfect shade. But Viva Magenta is a departure from the course. Artist and author of Chromophobia, David Batechlor<\/a>, notes a history of western aversion to bright colors, which are seen to be primitive or infantile, as well as riskier choices during times of recession, reports Business Insider<\/a>. Apple has long accommodated these tendencies, manufacturing an aesthetic of cool, metallic colors and materials all with clean lines. Goethe, who believed that lurid and garish colors were for children and animals while muted tones were for sophisticated adults, would have approved.<\/p>\n

The psychology of color: <\/strong>Color can link emotion to human behavior, as Johann Goethe\u2019s Theory of Colors first explored,<\/a> linking the way colors can impact and express human emotions, behaviors and character traits: Red, Goethe wrote, is beautiful, rational and imaginative, while green is useful, intellectual and sensual. Psychologist Robert Plutchik\u2019s Wheel of Emotion<\/a> took this further, connecting the development of the strength of an emotion to the intensity of a color shade \u2014 a light sky blue might suggest pensiveness, but dark navy indicates grief.<\/p>\n

But can a color capture a global zeitgeist?<\/strong> Looking at Viva Magenta, its hot pinkish-purplish tones evoke urgency, playfulness and rebellion \u2014 and it\u2019s glaringly unavoidable. Sat somewhere between blue and red on the color wheel, it is a hybrid that withstands boxes. Is it compromising then, asks the New York Times<\/a>, or politically optimistic? Does its name, Viva Magenta, or the immersive exhibition that accompanied its reveal, \u201cthe Magentaverse,\u201d nod to Mark Zuckerberg\u2019s Metaverse? Or are we to draw parallels between the birth of magenta \u2014 named after 1859s Battle of Magenta when the color was worn in a symbol of support of Italy\u2019s fight for independence \u2014 and the creation of Viva Magenta in a year which has witnessed Ukraine\u2019s war against Russia?<\/p>\n

Selling potential: <\/strong>Viva Magenta does not just represent a (potentially generalized) global desire for upheaval. It is also here to sell. A 2006 study, The Impact of Color in Marketing<\/a>, found that 90% of customers\u2019 product decisions are based on color alone. These findings echo Swiss psychiatrist Carl Jung\u2019s claim<\/a> that \u201ccolors are the mother tongue of the subconscious.\u201d And colors on the red end of the color scale have been proven to instigate impulsive purchases. It\u2019s no surprise that the team behind PCI\u2019s Color of the Year, Pressman and Leatrice Eiseman, are two students of color psychology.<\/p>\n

The Viva Magenta Brand:<\/strong> Already the face of two brand agreements (Motorola<\/a> and Cariuma<\/a>) and a host of products (mugs, key chains, postcards), the choice of Viva Magenta has clear ties to its ability to influence global marketing and branding strategies \u2014 as does the foundation of the Color of the Year. Look carefully and you can already see the color\u2019s selling power. On Instagram interior design profiles, the vibrancy of Viva Magenta stands out in polar opposite to the current proliferation of Elephant\u2019s Breath painted walls, a warm mid-gray color produced by Farrow and Ball, that has also been referred to as \u201cgreige.\u201d While greige is an \u201cunambitious, anodyne aesthetic,\u201d as Batchelor wrote in the Guardian<\/a>, the vivacity of Viva Magenta is inescapable and has a clear ability to catch the eye and sell. The NYT<\/a> pinpoints TikTok\u2019s \u201cfollow\u201d and \u201cupload\u201d buttons \u2014 which are both a Viva Magenta Color \u2014 while celebrities like Lewis Hamilton, Kate Middleton and Harry Styles have all been spotted decked out in VM shades.<\/p>\n","protected":false},"excerpt":{"rendered":"

Audacious, full of wit, inclusive, and empowering: That\u2019s the Pantone ColorInstitute\u2019s (PCI) description of Viva Magenta, 2023\u2019s Color of the Year. Generated by a data-fed AI program fuelled by PCI\u2019s color anthologists\u2019 trend analysis, the pinkish-purplish-reddish tone is \u201can unconventional shade for an unconventional time.\u201d The color reflects the state of global culture at a […]<\/p>\n","protected":false},"author":1,"featured_media":580238,"comment_status":"closed","ping_status":"open","sticky":false,"template":"single-feature.php","format":"standard","meta":{"_acf_changed":false,"newspack_ads_suppress_ads":false,"newspack_popups_has_disabled_popups":false,"newspack_sponsor_sponsorship_scope":"","newspack_sponsor_native_byline_display":"inherit","newspack_sponsor_native_category_display":"inherit","newspack_sponsor_underwriter_style":"inherit","newspack_sponsor_underwriter_placement":"inherit","ep_exclude_from_search":false,"_primary_brand":0,"newspack_featured_image_position":"","newspack_post_subtitle":"","newspack_article_summary_title":"Overview:","newspack_article_summary":"","newspack_hide_updated_date":false,"newspack_show_updated_date":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[10551],"tags":[8279,633,6629,8360],"brand":[],"newspack_spnsrs_tax":[],"class_list":["post-580237","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-art","tag-art","tag-enterprisepm","tag-pantone-color-institute","tag-psychology","wpautop","entry"],"acf":{"mongo_id":"19c72ee1-f82b-44ac-bc1d-a1924182a177","is_powered_by":true,"story_type":"1","photo_url":"https:\/\/ent.news\/2022\/12\/713.jpg","photo_position":"above","related_issue":[580222],"teaser":"","voice_url":""},"yoast_head":"\nSay hello to 2023\u2019s Color of the Year: Viva Magenta - EnterpriseAM Egypt<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/enterpriseam.com\/egypt\/2022\/12\/14\/say-hello-to-2023s-color-of-the-year-viva-magenta\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Say hello to 2023\u2019s Color of the Year: Viva Magenta\" \/>\n<meta property=\"og:description\" content=\"Audacious, full of wit, inclusive, and empowering: That\u2019s the Pantone ColorInstitute\u2019s (PCI) description of Viva Magenta, 2023\u2019s Color of the Year. 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OUT AND ABOUT-(all times CLT) HAPPENING THIS WEEK-Zawya\u2019s Cairo Cinema Days is back: Zawya\u2019s film program is a showcase of the latest and most prominent productions in Arab cinema within the past year. Throughout a three-month period, you can watch films from Palestine, Lebanon, Tunisia, Saudi Arabia, Jordan, Morocco,\u2026","rel":"","context":"In "ENTERPRISE RECOMMENDS"","block_context":{"text":"ENTERPRISE RECOMMENDS","link":"https:\/\/enterpriseam.com\/egypt\/category\/enterprise-recommends-2\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":620203,"url":"https:\/\/enterpriseam.com\/egypt\/2024\/05\/16\/turning-tables-opens-tonight-in-rawabet-art-space\/","url_meta":{"origin":580237,"position":3},"title":"Turning Tables opens tonight in Rawabet Art Space","author":"enterpriseam admin","date":"16 May 2024","format":false,"excerpt":"? OUT AND ABOUT-(all times CLT) HAPPENING THIS WEEK- ACT Theatre Group\u2019s Turning Tables opens tonight. Get your theater fix with this original play that tackles the complex human relationships we all know and love. The first performance istonight and will continue to play until Saturday 18 May at Rawabet\u2026","rel":"","context":"In "ENTERPRISE RECOMMENDS"","block_context":{"text":"ENTERPRISE RECOMMENDS","link":"https:\/\/enterpriseam.com\/egypt\/category\/enterprise-recommends-2\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":620044,"url":"https:\/\/enterpriseam.com\/egypt\/2024\/05\/14\/620044\/","url_meta":{"origin":580237,"position":4},"title":"MAY11 May-1 June (Saturday-Saturday) Summer\u2026","author":"enterpriseam admin","date":"14 May 2024","format":false,"excerpt":"MAY11 May-1 June (Saturday-Saturday) Summer Showcase art gallery at Bibliothek 14 May (Tuesday): Rock Night at Elsawy Culturewheel.16 May (Thursday): Omar Taher book signing and open discussion at Bibliothek 16-18 May (Thursday-Saturday): Turning Tables at Rawabet Art Space. 16-18 May (Thursday-Saturday): Rise Up Summit at the Grand Egyptian Museum.17 May\u2026","rel":"","context":"In "ENTERPRISE ENTERTAINMENT CALENDAR"","block_context":{"text":"ENTERPRISE ENTERTAINMENT CALENDAR","link":"https:\/\/enterpriseam.com\/egypt\/category\/enterprise-entertainment-calendar\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":620124,"url":"https:\/\/enterpriseam.com\/egypt\/2024\/05\/15\/620124\/","url_meta":{"origin":580237,"position":5},"title":"MAY11 May-1 June (Saturday-Saturday) Summer\u2026","author":"enterpriseam admin","date":"15 May 2024","format":false,"excerpt":"MAY11 May-1 June (Saturday-Saturday) Summer Showcase art gallery at Bibliothek 16 May (Thursday): Omar Taher book signing and open discussion at Bibliothek 16-18 May (Thursday-Saturday): Turning Tables at Rawabet Art Space. 16-18 May (Thursday-Saturday): Rise Up Summit at the Grand Egyptian Museum.17 May (Friday): El Mahatta at The American University\u2026","rel":"","context":"In "ENTERPRISE ENTERTAINMENT CALENDAR"","block_context":{"text":"ENTERPRISE ENTERTAINMENT CALENDAR","link":"https:\/\/enterpriseam.com\/egypt\/category\/enterprise-entertainment-calendar\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/ent.news\/internal\/536550.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"_links":{"self":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/580237","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/comments?post=580237"}],"version-history":[{"count":0,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/posts\/580237\/revisions"}],"acf:post":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/afternoon\/580222"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media\/580238"}],"wp:attachment":[{"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/media?parent=580237"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/categories?post=580237"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/tags?post=580237"},{"taxonomy":"brand","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/brand?post=580237"},{"taxonomy":"newspack_spnsrs_tax","embeddable":true,"href":"https:\/\/enterpriseam.com\/egypt\/wp-json\/wp\/v2\/newspack_spnsrs_tax?post=580237"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}