New Pantone color through the eyes of food and design experts

Viva Magenta, expressive and exuding pure joy, will accompany us in 2023. Just like every year, the Pantone Color Institute has announced a color that is sure to have a significant impact on the world of art, design or fashion. Will it make such a difference in the food industry as well? Let's check it out!

Color of the Year 2023 and visual communication

Blood, burgundy, intense-such terms are perfect for the color of 2023, according to Pantone. The color Viva Magenta 18-1750 is intended to symbolize the connection of the past with the future, but also to add energy. It combines both warm and cool tones and is designed to break the gray colors of everyday life. Pantone's color of the Year has inspired many industries over the years, including the creative, marketing, or food industries. What do food and design experts think about the new color of 2023? How will this affect visual communication in the coming months?

How do you rate the new Pantone color? What does this color tell us about brand communication next year? Why is the announcement of a new color important in our industry?

Magdalena Malutko, CEO and owner of Od kuchni Agency, Od kuchni Studio and creator of the Food and Design project: I wouldn't be myself if I didn't start from the very beginning, which is the genesis of Pantone color matching. The system was created in 1963 to solve the problem of complex color matching in the printing industry. Soon after, Pantone became the simplest and easiest way to classify, transfer, and match colors using a fan-based color catalog. Each color, tone, and hue was assigned a number to classify it.

Why Pantone color of the year? In 2000, the Pantone Color Institute created the Pantone Color of the Year as a concept that defines trends in branding, marketing, and the creative environment. The choice of color has quickly gained popularity, so from year to year, designers around the world are looking forward to this information. Interestingly, this choice translates to many areas of our lives, not just the creations of fashion or furniture designers! The Pantone Color Institute proves that colors have a powerful power. They allow us to perfectly influence how we want the recipient to perceive a given thing or what emotions we want to evoke in it. Colors affect not only design, but also consumption, so m.in. making purchase decisions.

How do I choose the color of the year? The selection is determined by a committee of analysts who look at trends from different industries. Based on observations, repeated patterns appear that clearly indicate the color scheme that will theoretically prevail next year. Trends in fashion, marketing, social media, or even politics are analyzed. The shade chosen as the color of the year is becoming increasingly influential in the vast world of brand design and marketing. Hundreds of brands have been taking on the challenge of product development since 2008. This reinforces the importance of how important and influential the Pantone color trend forecast is.

But back to the point: How do I rate the Pantone color of 2023? Personally, I love it because it is very energizing! How will this affect our creative industry? This will certainly provide quite a lot of expressive brand visuals, including food items. Most likely, it will often appear as part of the visual communication of many brands. I'm sure Viva Magenta will reign supreme as the color of kitchen appliances like KitchenAid, or be featured as the color of kitchen facades in well-known chains.

Are you switching the new Pantone color to brand design or visual communication next year?

Bartosz Wagrowski, designer:

By nature, I am a rebel – in life I have long adhered to the principle” if everyone does something, then it just became unfashionable " and in my own way I try to go against the current of the rating or overtake it. This is a bit different from commercial work, where trends and patterns are tools that can be used skilfully to achieve certain results.

I love reds, they constantly accompany my projects, they are absolutely eternal colors. They have a very specific meaning in communication, can be disturbing or say "stop", can be monumental or even totalitarian, but often they are also just beautiful, sweet, sensual…

The color offered by Pantone this year, in my opinion, is more on the side of positive emotions. It is also slightly pinkish-perhaps the fact that it is placed on such a pedestal will help break the cultural assignment of pink to feminine or frivolous colors for some. Perhaps this is even some kind of manifesto for our time.

What will change in the production of sweets after the announcement of the new Pantone color? Do customers generally follow these trends when ordering advertising gadgets?

Anna Garmada, Chairman of the SLODKIE Management Board and owner of the Nobilia brand, answers:

Pantone's announcement of a new color for 2023 brought a big smile to our team's face. Two weeks before the announcement of Viva Magenta in color 2023, a new product was released, sweet, mini chocolate in the shape of a heart in color... strongly "beetroot". Admittedly, our creative team can sniff out trends!

Of course, this color will accompany us all year round. It is perfectly combined not only with sweets, but also with Nobilia sets, where it is combined with red wine, almonds in white chocolate with strawberries or Ruby chocolates in a wedding proposal. Of course, in the coming year, the color Viva Magenta will be visible in the design of our clients, who will definitely use it as an element of visual communication. We're already looking forward to these creative, red-faced projects.

Viva Magenta, viva 2023!

With the presence of the Viva Magenta color in communication in 2023, we will certainly have no shortage of strong, energetic messages. Especially after this challenging year, we definitely need a dose of positive vibes to accompany us in the coming months.