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Viva Magenta: the colour of rebirth

Obtained by mixing equal amounts of red and blue light, Viva Magenta is Pantone’s colour of the year 2023.

Neither a primary nor a conventional colour, it represents strength, courage, and experimentation. Defined as a combination of nature and digital, magenta, through its red tone inspired by the cochineal whose hue is obtained by pulverising some scale insects, thus evoking nature, and the blue used particularly in marketing and social networks, is a strong colour that stands out among the lighter and more common colours and does not go unnoticed.

The name has Italian origins and derives from the battle of Magenta, the Lombard town that became famous for the events surrounding the Second War of Independence in 1859.

Viva Magenta helps us connect with nature while maintaining a healthy balance with our digital lives, as movements for climate change, sustainability and land protection grow.

It is with this and its meanings that 18-1750 Viva Magenta invites us to step out of our comfort zone and get involved, to face difficulties without fear, standing out among the more ordinary colours. This is what distinguishes it from last year’s colour, Pantone 17-3938 Very Peri: Viva Magenta responds to our collective need for strength in the face of the difficult times we have experienced and are continuing to experience.

It is a call for inclusiveness and distinction, for change, transformation, and personal growth.

It is the versatile colour that in the beauty industry, Pantone sees applied to hair, lips, cheeks, and nails. As a décor that stands out in a neutral and dull room, as the shade that in a brand conveys a bold spirit, looking at the world in a new way to develop new responses, evoking strong reactions from customers.

Mediability is always looking out for news in the world of communication and marketing to keep up to date, to support its customers and help them make the difference in their journey.


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