Pantone's Colour of the Year

It’s official, Ultra Violet is the new Greenery. The intergalactic shade has made quite the impression this year, so it’s no surprise that it raced to the top of Pantone’s Colour of the Year list.

Described as “a dramatically provocative and thoughtful purple shade” by Pantone themselves, there’s a lot more to Ultra Violet than just a pretty shade.

Pantone's Colour of the Year, Beauty

The power of colour.

We’re all about shaping shopper behaviour at The Behaviours Agency, and we know that colour is one of the most powerful tools. Equipped with the right colour, brands and products can provoke feelings and influence perceptions that aren’t always clear to us consciously.

Purple-hues, like Ultra Violet, are used a lot within the beauty and anti-ageing industries because they exude luxury, loyalty and magic, which is exactly what a consumer is after. So, expect to see Ultra Violet cropping up in all sorts of industries this year.


Pop-culture has undoubtedly had a huge influence on Pantone’s Colour of the Year.

Renowned for their love of purple and cosmic-style, Prince and David Bowie were at the centre of the nation last year, so it was inevitable that they’d leave their mark.

In other news, Donald Trump was inaugurated while Brexit is very much looming. And with that, futuristic Ultra Violet is the perfect shade to symbolise a year full of changes that’ll go down in history and what’s to come in 2018.

Tying in with huge changes, we also saw Australia legalise same-sex marriage. Known for being a gender-neutral, all-encompassing shade, Ultra Violet perfectly represents the way the world is going. And like its nod to gender-equality, the Ultra Violet shade also complements all skin types.

By paying homage to different areas of equality, Ultra-Violet gives brands the opportunity to be all-inclusive and appeal to every shopper. And at The Behaviours Agency, we think that’s a step in the right direction.

Pantone's Colour of the Year, Prince

By Melissa McPhillips


Image credit: Butter London
Photo credit: Richard E. Aaron, Redferns

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