I know you’ve been waiting breathlessly for Pantone’s announcement of its Color of the Year 2022. So I won’t prolong the suspense:
Their About Pantone Color of the Year paragraph says something about technology and doesn’t even begin to explain their image of purple fur and bubbles. But true to form, their appropriately purple prose becomes unintentionally humorous if one reads enough of it. Ridiculous might be a more accurate word.
Here’s an example:
We are living in transformative times. PANTONE 17-3938 Very Peri is a symbol of the global zeitgeist of the moment and the transition we are going through. As we emerge from an intense period of isolation, our notions and standards are changing, and our physical and digital lives have merged in new ways. Digital design helps us to stretch the limits of reality, opening the door to a dynamic virtual world where we can explore and create new color possibilities. With trends in gaming, the expanding popularity of the metaverse and rising artistic community in the digital space PANTONE 17-3938 Very Peri illustrates the fusion of modern life and how color trends in the digital world are being manifested in the physical world and vice versa.
Geez, people. It’s just a color!
As it happens, I love most purples, but I’m content using periwinkle, lavender, lilac, mauve, jewel-tone, royal, etc., as descriptors. In short, I’m quite pleased with Pantone’s selection but detest everything about their presentation. I suppose some copywriter had to do his or her job, but I wouldn’t rush to put my name on it.
Oops. Spoke too soon:
Well, there’s no accounting for taste said the old lady …
14 thoughts on “Pantone’s done it again”
Great observations. That copy from Pantone sounds like a parody from the Onion. Surely they jest??
Nope. It sounds like that every year.
Unbelievable, isn’t it?
I could never be friends with Leatrice Eisman. Some people just take themselves too damn seriously.
Maybe her job’s on the line and the board expects/demands this sort of thing?
Can you get a patent on a color? It wouldn’t surprise me, Nothing does anymore!
I think Pantone can trademark the name “Very Peri” but not the color itself. Purple exists in nature and is out there for everyone to use. The New York Times tackled the issue a while back and it’s kind of murky. Specific shades and their use in, say, team colors, company trademarks, etc. can be trademarked, I think. But don’t quote me.
In their defense, I should say Pantone’s color cataloging and numbering system is the worldwide standard for color use. Anyone wanting to specify a particular shade of a particular color just mentions the Pantone name and number and that exact shade can be reproduced by everyone, whether it’s for paint, cars, logos, etc. It’s a godsend for printers, for example, who must reproduce the correct shades in merchandise, advertising, etc.
During my 64 wonderful Crayolas days, the periwinkle crayon was not used very often. But this Pantone pick is prettier to my eye. Sure glad their selection wasn’t “drought brown” or “wildfire frenzy” 😊
Years ago I didn’t like periwinkle. It was like an adulterated blue or a not quite purple. But I’ve since changed my tune and these days embrace almost all “cool” colors. Those boxes of 64 Crayolas were gold to me! So many colors. With fascinating names. They likely spurred my interest in art. When I moved on to paint, the different gorgeous colors with unique names continued to delight me.
Actually, I really like that color.
As I said, I didn’t like it years ago. But these days, all purples are at the top of my list (followed closely by teals). I just don’t like Pantone’s hyper presentation.
It could easily be taken as parody, but I hear you!!! 😳Then again there’s the opposite side of the spectrum where all color appears to boil down to the primary ones… hard to imagine being color blind.
Hadn’t thought of that, but yes, it could be featured on The Onion. Or in English classes as an example of how not to write. Still, besides the color swatch itself, what other way is there to sell a color? I’m grateful to at least be able to see the colors. Otherwise I’d be missing a major part of everything the world has to offer.