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"It's time to reconsider the whole colour of the year carnival"
The article critically examines the concept of 'colour of the year' pronouncements, specifically focusing on Pantone's 2022 choice of Very Peri. It argues that the tradition of a single company dictating a color trend feels outdated and primarily serves as a marketing exercise, especially given the significant global shifts experienced in recent years. The author, Michelle Ogundehin, questions the validity and relevance of these annual declarations in a world grappling with larger issues such as health, community, sustainability, and climate.
A central point of contention is Pantone's classification of Very Peri, described as "a dynamic periwinkle blue hue with a vivifying violet-red undertone," as a shade of blue. Ogundehin asserts that the color is clearly purple, or more precisely, a saturated lilac. The article delves into the historical and cultural associations of purple, noting its presence in Neolithic art, Greek mythology (the Tyrian purple legend), and its long-standing connection to royalty, extravagance, wealth, and power due to the labor-intensive process of its original dye extraction. This historical context highlights the color's inherent elitism and its historical use by the powerful, contrasting sharply with Pantone's modern-day justification of it representing "carefree confidence and a daring curiosity" and embracing "an altered landscape of possibilities."
The article also discusses the physiological effects of purple, describing it as a color that is harder for the eye to perceive, comparatively more tiring, and potentially agitating. This contrasts with green, which is positioned as the easiest and most restful color for the eye. Ogundehin critiques Pantone's claim that Very Peri symbolizes the "global zeitgeist of the moment and the transition we are going through," questioning whether a difficult and individualistic color truly reflects contemporary human needs. The author emphasizes that the red undertone in Very Peri, rather than a blue one, is what causes the perceived issues, attributing qualities like anger, passion, or reactivity to it.
Furthermore, the piece differentiates Very Peri from lavender, suggesting that a lavender tone would have been a more subtle and considered choice, representing a soothing, solution-seeking approach. In contrast, Very Peri, as a lilac-like purple, is described as irritating and attention-seeking. The author concludes by suggesting that while colors undoubtedly reflect moods and moments, and trends naturally ebb and flow, the 'colour of the year' initiative should be an opportunity for meaningful dialogue about these cultural shifts. However, Pantone, in this instance, is seen as failing to meet that challenge, instead promoting a color with problematic classifications and justifications.
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