This year, whether you’re browsing the aisles at Walmart or shopping for your bridesmaids dresses, you’re sure to see Pantone’s 2023 Color of Viva Magenta  pop up everywhere. Pantone describes it as a color “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,” Pantone says in a press release. “Viva Magenta is brave and fearless, and a pulsating color whose exuberance promotes a joyous and optimistic celebration, writing a new narrative.”

“In this age of technology, we look to draw inspiration from nature and what is real,” says Leatrice Eiseman, executive director of  the Pantone Color Institute. “PANTONE 18-1750 Viva Magenta descends from the red family and 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.

Rooted in the primordial, PANTONE 18-1750 Viva Magenta reconnects us to original matter. Invoking the forces of nature, PANTONE 18-1750 Viva Magenta galvanizes our spirit, helping us to build our inner strength.”

Expect to see Viva Magenta in everything from flowers to accessories and décor. 

“This year’s Color of the Year is powerful and empowering,” Pantone says. “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.” 

This year, Pantone partnered with brands such as Motorola, ARTECHOUSE and CARIUMA to promote the color.

Motorola launched its newly launched Motorola Edge 30 Fusion in Viva Magenta across the world. The company will have a space within the ARTECHOUSE Miami exhibit where customers can learn about the device and create their own “Magentaverse.” 

And CARIUMA, a conscious skate shoe brand, features the Color of the Year in six of its styles.

The Pantone Color Institute originally created the Pantone Color of the Year educational program in 1999 to engage the design community and color enthusiasts around the world in a conversation around color, according to an interview with Eiseman.

To arrive at the selection each year, this global team combs the world looking for new color influences in areas such as entertainment, art fashion, design, lifestyle, culture, technology, sports and socioeconomic conditions.