Viva Magenta: Pantone’s Color of the Year 2023

The American company Pantone shared the color of the year, Viva Magenta, but why is this so important?

The American company Pantone shared the color of the year, Viva Magenta, but why is this so important?

The Pantone Color System was created in 1963 to solve the color identification problem in the printing industry. Every color, in every shade and hue, has a corresponding number on this scale.

It is widely used and has become the world’s most important color identification system. Some countries, such as Canada and South Korea, use the Pantone scale to specify the colors of their flags.


The choice of color of the year is made based on research carried out by the Pantone Color Institute, made to understand the cultural emotions of the time. This is where issues of color psychology come in. In addition to in-depth studies on future trends for the coming seasons, tones are generally chosen that translate well the conflicts and victories of the times we are living in, seeking balance amid everything.

In 2021, for example, Pantone chose two colors – a bright yellow and a shade of gray – to represent the resilience and optimism needed to face the challenging and unprecedented moment that humanity was experiencing due to the pandemic.


The Color of the Year is meant to reflect customer preferences and to be used in consumer products and designs – being on top of these trends helps you understand and delight your audience.

For the consumer, a color offers a conscious impression that only comes through the use of it. On any given day, the colors you choose to wear affect your mood and your desire to be noticed by others. Color is an important part of our language and how we present ourselves to the world.

It’s the first thing we see and connect with. It’s a visual language that everyone understands, a message that cuts across all genres, generations, and geographies.

Learning more about the unique and particular message that colors have, makes you be more expressive, more connected with society, or bring people a more holistic understanding, which will also be understood by your peers and by their communities. 

As a global visual language, color has the power to say what words cannot.


According to Pantone, Viva Magenta is a color rooted in nature, that descends from the family of red tones, and expresses a new vigor. It is bold and fearless, a pulsating color whose exuberance drives celebration, joy, and optimism, thus writing a new narrative.

Viva Magenta


In our sector, the ornamental stone market, we can and must make use of this psychological tool to become even trendier. Having a differential and providing the same boldness and exclusivity to our customers.

All the light basic tones such as white, beige, gray, and black can match Viva Magenta. We prepared some ambiances for you to use as inspiration with Iris White marble, Perlato quartzite, Matterhorn dolomite, and Via Lactea exotic granite.

Iris White Marble

Perlato Quartzite

Matterhorn Hard Marble Kitchen

Via Lactea Granite

Of course, you can always let your imagination create different types of combinations, and using this color, in 2023, will definitely make you stand out. 

Zucchi has more than 100 colors in a vast portfolio of Dolomites, Marbles, Quartzites, and Granites you can choose from to create the perfect match.  Check it all here, in our Virtual Showcase.

It’s a whole new world of possibilities.