When Pantone announced their 2018 Color of the Year as ultraviolet, I was initially a bit wary. All purples tend to make a splashy entrance, with the color historically being associated with royalty and the upper class. It's also usually viewed as a feminine color, and I often steer clear of it unless I'm working with a client who specifically requests purple. I tend to gravitate toward more neutral colors in my designs - but after a bit of time, I came around to ultraviolet.
Over the past several year, muted color palettes have been all the rage. Ultraviolet is quite literally the opposite of that. Although that can be a bit jarring, I think that a major switch like this is the best way to signal a change in the industry. Pairing bright colors like ultraviolet with pastels, neutrals, and black and white makes a brand really stand out; and I think flashy branding is the way of 2018 and years ahead.
BRIGHT & BOLD BRANDING
Bright purple is often associated with royalty, which makes it a great fit for a business that wants to communicates a bold message. A standalone purple can communicate luxury, while purple paired with other colors will seem future-facing and outside the box. Bright violet is a great main color to choose for your business in order to stick with both current trends and classic color palettes.
The first graphic I thought of when I heard "ultraviolet" was a rich, purple night sky. Using deep and bright purples is a great way to add a bit of mystery and magic to your designs. This style won't work for everyone, but space imagery is also very on trend in graphics today, so it would be a great to use if it's a good fit.
I'm all about 80s-inspired branding and design, and am excited about the possibility of more retro design in the future! Neon-style lettering is a great way to make a statement, and a bright color palette truly catches the eye.
CONTINUED USE OF FLORALS
Florals have been enjoying their day in the sun, especially in delicate, feminine branding as well as event collateral such as wedding invitations. Although pastels are usually the colors most often seen in this type of design, violets and other bright colors are used from time to time. These bolder hues provide a pop of color that help invitations really stand out.
DRAWING ATTENTION AMONG A MUTED COLOR PALETTE
Bright purples are often used among very muted colors, usually as the accent color among black, grey and white. This is a trend that I can see continuing, and I can also see bright, bold colors in general used as accents being a trend that continues to grow. It's a great way to brighten up print and digital design, and to add information blocks that draw the user's eye to the most important information
What do you think of Pantone's 2018 Color of the Year? As a creative, how do you think you'll use the color in your work this year?
All images via Pinterest and Unsplash