Pantone names Ultra Violet its 2018 Color of the Year

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Pantone announces a new colour of the year every December, based on trend-forecasting research from the Pantone Color Institute.

Colour company Pantone has chosen a vibrant purple shade, named Ultra Violet, as its colour of the year for 2018.

It isn't Pantone's first foray into purple; in August the color consulting firm labeled a custom shade "Love Symbol #2" to honor pop rock icon Prince, who died in April 2016.

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Pantone called the color "dramatically provocative and thoughtful", and said it symbolizes moving forward with vision into a bright future.

Pantone's 2018 color follows 2017's choice of "greenery", which the Pantone said at the time provided "the reassurance we yearn for amid a tumultuous social and political environment". Pantone has been selecting a color of the year since 2000.

The rich purple is a strong departure from the fresh, grassy color that Pantone chose a year ago called Greenery-a shift that was completely intentional.

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"It's truly a reflection of what's needed in our world today", Pantone Vice President Laurie Pressman said. Pantone also noted the color's ties to mindfulness, spirituality and creative living.

"The selection of Ultra Violet speaks to our shared desire for deeper understanding in an increasingly complex landscape, and our eagerness to experiment to reach that level", said the company.

One of the hottest color trends this year was millennial pink.

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The complexity of the jewel-toned Ultra Violet can add interest and brightness to your home, pushing the boundaries of your décor and, if Pantone has anything to say about it, your life.

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