dark red magenta

Pantone’s colour of the year is Viva Magenta — here’s how it may end up affecting your fashion, décor, and food choices in 2023

Colour has a profound influence on how we interact with the world. It carries meaning and conveys emotions.

You may have personal preferences or colours that invoke specific memories. Some colours can have psychological effects such as pink being used in prison experiments for its calming effect or blue light being shown to keep people alert and awake.

In certain cultures, colours can have different meanings associated with them, such as how death in Western society is largely tied to black but in the Eastern cultures it is the colour white.

So, it shouldn’t be surprising that colour plays a major part in how businesses develop and market their products across a whole range of industries.

Pantone’s colour of the year has played a vital role in analysing and influencing colour trends since it was first established in 2000. The firm has become a global authority on colour trends and how they are likely to play a part in our lives in the year going forward.

Read on to discover this year’s colour and how it may end up affecting your fashion, décor, and food choices in 2023.

Pantone’s colour of the year is Viva Magenta

In early 2000, Pantone began its colour of the year program designed to analyse data across various industries to determine colour trends. In the intervening years this side of the business has grown substantially to include a highly trained, in-house data analysis and research team.

Various studies have shown Pantone’s colour of the year’s ability to predict market trends and even influence their outcomes. You may have unwittingly had some of Pantone’s iconic colour choices influence some of your purchasing decisions over the years.

For example, 2018 saw Pantone select “Ultra Violet” as its colour, in a year that you may have noticed a sudden influx of violet-flavoured gins into shops and bars across the country.

This year’s colour is “Viva Magenta”, a dark and vibrant shade of red. Pantone refer to it as a “new animated red that revels in pure joy”.

Leatrice Eiseman, the executive director of the Pantone Colour Institute, said of the selection of the new colour of the year: “In this age of technology, we look to draw inspiration from nature and what is real. 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”.

The colour has a rich burgundy undertone, and it can quickly become obvious to some how it may end up influencing trends over the course of 2023.

2023 will likely see Viva Magenta show up in goods across various industries

If we analyse the red and burgundy elements of Viva Magenta and understand their meaning, significance and uses, we can start to gather an idea of how we might see the colour filter through to our everyday lives.

Red from an emotional stance invokes passionate feelings such as anger and love. It is powerful and sensual. Culturally, it can mean success and luck for many, and even symbolises life — after all our blood runs red.

Psychologically, red has been shown to increase impulsive behaviours in individuals — there is a reason why it features heavily in the bar and nightclub scene.

Burgundy is a colour that has featured across various goods over the years and has a timeless quality. If you close your eyes and think of burgundy, a few products might pop into your mind, and it is likely we might see a resurgence in their popularity in the coming year.

Viva Magenta is also a warm colour, and during a time when many are enduring a particularly cold winter due to cost of living restrictions, it is easy to understand a warming colour might be appealing.

We may see Viva Magenta influence design choices across the following industries.


We may see a rise in sensual fashion designs. Perhaps more evocative dresses or a surge in lingerie sales. It’s a colour that suits vibrant spring and summer outfits and warmer, darker winter attire.

Home décor

Expect a lot of home décor specialists and retail outlets to push warmer interior design schemes built around Viva Magenta or a similar shade.

Think burgundy chesterfield sofas, red throw pillows, and rustic clay kitchenware.

Food and drink

The most obvious choice would be red wine. It wouldn’t be surprising to see an increase of red wine sales beyond the typical winter surges. This may involve a return to popularity of sangria as a summer drink selection.

If you’re a cocktail lover, drinks with a focus on berry-led or watermelon flavours might become more common, and a rise in the consumption of classics such as Cosmopolitans and bitter Negronis.

We may see an increase in dishes such as rich soups or meaty stews, fresh berry desserts, or rich red velvet cakes.

The colour can also have far-reaching influences across luxury goods, car design, technology, and social media.

Once you notice it, you’ll never stop.

Share this post