Ultra Violet: The Colour of 2018

We on an ultra(violet)light beam

Location	Industry	Trend Watch
Worldwide	Retail, Design	Burning Hot

As is tradition, Pantone has announced its colour of the year for 2018: Ultra Violet. Although trends and forecasts play a big role into the decision, Pantone has always been a firm believer that the colour of the year should also reflect the current global state.  However, for the first time Pantone has chosen a colour that informs and reflects the future. Symbols of mysticism, enigmatic complexity, and a limitless possibilities captured within this hue is the general direction, with an even greater sense of spirit that extends beyond the self. 

A dramatically provocative and thoughtful purple shade, PANTONE 18-3838 Ultra Violet communicates originality, ingenuity, and visionary thinking that points us toward the future. - Pantone.com 

Here are our predictions of where to expect Ultra Violet:

1. Fashion -- As with most trends, the fashion industry is usually an early adopter to new forecasts. While ultraviolet colours are to be expected throughout this year's collections, many have speculated that purple tones will soon edge out the soft millennial blush pink that we have seen in the past few years. 

Photo Credit: Now Jakarta

2. Beauty -- We've already seen purple highlighters and lipsticks cropping up late last year, stemming from a collective obsession with mermaids and unicorns. Trend-led beauty brands such as Kat Von D, Fenty Beauty, and Anastasia Beverly Hills already offer products in this colour, so we'll soon see many high-street beauty brands following the lead this year. 

Photo Credit: Instagram / @littledustmua

3. Home -- A complex mix of warm and cool undertone, we'll see the use of ultraviolet in a maximalist rebellion against the minimalism of years past. It is an inviting yet shocking colour that can be adaptable to the home, taking a cue from Vogue's Hamish Bowles' apartment.

Photo Credit: Vogue.com / Annie Schlecter, Gibbs Smith

4. Food -- In our hyper-coloured Instagram-filtered world, colour is becoming a big factor of trending fads. Although purple is rarely a colour associated with food, we can expect to see more incorporations of the hue through natural coloring. 

Photo Credit: Daily Mail / Instagram / @naturally.jo

5. Art Direction -- Existing at the very edge of the colour spectrum, ultraviolet is an extremely engaging and interesting colour to use in art directions. Designers and artists should rejoice at the endless amounts of creativity this colour produces, from light installations to graphic design. 

Photo Credit: WGSN / TJ O Keefe

Although Ultra Violet seems like an expected arrival from the fantasy unicorn and mermaid trend dominating the summer of 2017, it is a poignant colour that looks more towards the future.