Powerful, electrifying, bold that is the color of the year 2023! "Viva Magenta” the new trendsetter among colors encourages us to turn over a whole new chapter and write unexpected stories. An exuberant shade of red, it symbolizes both strength and optimism and radiates pure joy - a color that celebrates life!

During the selection process for this year's power color, the Pantone Color Institute took aim at the habits of numerous people and observed an appreciation of nature - unprecedented on this scale - that is reflected in numerous lifestyle trends. More and more vibrant designs are being incorporated into the home, green oases are being created, and after years of stagnation, we are enjoying travel and outdoor activities more than ever. For this reason, the pioneering institute took inspiration from nature and chose a nuanced crimson red for 2023 that comes through without being overbearing. It has based on one of the world's most precious natural pigments: scarlet, which is extracted from the cochineal scale insect and has a distinctive history - sometimes it was traded like gold! Cochineal was already popular in ancient Egypt, among the Greeks and the Romans for dyeing silk or wool, but was replaced over the centuries. With “Viva Magenta”, Pantone recalls original times and lets the "red gold" shine in new splendor.