Pantone has announced its colour of the year 2018, which it calls Ultra Violet.
Not Ultraviolet - as unless you're a cat, dog, reindeer or hedgehog, you can't actually see this. No, this is a shade of purple that most people would associate with Prince, a rich purple that's more on the blue side. Pantone's description of Ultra Violet as communicating "originality, ingenuity, and visionary thinking that points us towards the future" could more easily be used to describe the artist than a simple colour shade.
Pantone says that purple will be widely used by brands next year to convey a desire to look to the future - to present a rosier picture of the future that's better than today's world of Brexit and Trump. It will also be used to mark brands as non-conformist and offering an alternative to the status quo - though ironically it's those that were pushing for a change to the status quo that got us in this mess in the first place.
The company also links purple to mindfulness - the practice of mentally dealing with horrible things in life you can't change - noting that purple is often used to light mediative spaces. Again, this is based on the concept of the awful present that - if it can't be changed - needs to be processed to avoid anxiety.
To promote the colour, Pantone commissioned artists represented by Saatchi Art to create limited-edition works based on the colour. The artworks include Angie Jones's low-poly representations of musical icons you'd associate with the colour - Prince, obviously ...
, but David Bowie too.
There's also work by Alexander Jowett, Michael Lentz, Teis Albers and Wendi Turchan. You can see the full set here.
Adobe Stock has created a library of images based around the colour, which can be seen here.
As with previous years, you can also buy a mug based around Ultra Violet.
If you want to add Pantone's Colour of the Year 2018 into your current set of swatchbooks, you can buy pages to insert (or complete books including Ultra Violet, if you're frivolous with your money).
Or you can a swatchbook dedicated entire to the new colour and it's related shades.