Making purple rain money for paint
Zeitgeist is Shade of Grey or Arctic Melt: anything but violet
The future is "ultra violet". Or, at least, that is what the Pantone Color Institute has decreed: it is the organisation's colour of 2018. The concept of nominating a colour every year "connected with the zeitgeist" was dreamt up by the New Jersey-based manufacturers in 1999, and it has proved to be a jolly good wheeze. The decision is reached by a secret committee of advisers and consultants "who forecast global colour trends", and is intended to help brands and businesses "leverage the power, psychology and emotion of colour" in their design strategy. It also helps to shift paint. Quite how colour can be used to "leverage power" or as a "strategic asset" (which the institute also claims) is unclear. But one assumes the colour of the year is designed to encourage corporate bodies and institutions away from decorative schemes in Death Grey or Boardroom Bland, in favour of jazzier, bolder colours. Why not bathe your staff in Psychotic Cerulean or Migraine Yellow instead? Because colo...
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