The Рantone Institute of Color, in keeping with its annual tradition, announced the main color of 2023. It is "carmine red with purple undertones," or laconically Viva Magenta.

Viva Magenta is a color that symbolizes the abundance of optimism and joy. This deep red hue encourages experiments and self-actualization without limits. The hue is inspired by the coloration of Cochineal*, an insect from which the substance used to make the red dye, carmine, is extracted.
The Pantone believes that this shade perfectly captures the "rebellious spirit”. Leatrice Eiseman, the institute executive director, says, "Viva Magenta reconnects us with primary matter. Appealing to the forces of nature, this color activates our spirit, helping us find inner strength”.

Crimson-red, purple, pomegranate and even the color of the Russian passport - the shade of 2023 Viva Magenta is called now. No correct answer exists, only the coding: 18-1750. 1750 Viva Magenta - bold and assertive shade, hence without aggression. It balances warm and cool tones. It is a 'fist in a velvet glove' approach, as Pantone noted. According to the Institute experts, reds are powerful colors that celebrate life. The bright crimson color Viva Magenta combines boldness and fun. The color of the year 2023 speaks of the desire to take up new challenges and try unconventional pursuits.

Pantone Institute of Color is a research center whose experts experiment with color and its influence on all areas of human life. It is the undisputed leader in the matters of color preferences, although the fashion industry representatives consider their own colors, such as designers of influential fashion houses, major interior design companies and the Scandinavian Color Institute.

Pantone experts have been analyzing color patterns since the beginning of the year – it has taken nine months to collect the data. Pantone Color Institute takes into account current events in the sphere of art, cinema and sports, designers’ collections, political and economic agendas. Even new cartoons, sensational stories and popular websites can affect the statistics. Pantone traditionally makes promotional merchandise in new colors and launches collaborations with well-known manufacturers: the Motorola Edge 30 Fusion phone is now presented on the website of the Institute. The hue of the year draws more and more attention, and it will invariably show up in
- fashion houses collections;
- interior design projects;
- decorative cosmetics production;
- makeup and manicure trends;
- printing industry and advertising.

You can use the plot of color in almost any area, from wallpaper collections to statement design shades. Viva Magenta broadcasts "experimental spirit" and "explores the dynamics of the relationship between artificial intelligence and human creativity. Pantone refers to meta universes - the color selection invites users to explore the "magenta universe" -- the magentaverse. Pantone chooses colors that have already become popular. That is, the company captures existing trends and gives its recommendations based on research, rather than dictating and specifying what color should be the most "fashionable.

On the cover: Vase with applied decoration of red flowers and tall branches. Daum Freres manufactory. France, Nancy. The 1900-1910s.

* Cochinea (from the Spanish cochinilla) is a collective name for several species of insects of the semi parasitic order, from the females of which a substance used to produce the red dye, carmine, is extracted.