A look into how it shades are determined—and why they’re so important.
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“Very Peri” (a periwinkle blue), “millennial pink” (a rose quartz), Ultimate Gray (a dove gray): What do these very different hues have in common? At one time or another, they have all been dubbed the it color of the moment; and you likely saw these hues popping up in everything from eyeshadow palettes to throw pillows. But who picks these colors, and why do they even matter?
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Every year in early December, Pantone, a company known for its color-matching system, reveals the “color of the year.” It’s a shade that’s forecasted to be the next big hue and will be showing up everywhere, from beauty to home finds and fashion. There are also other forecasting companies that pick top colors, such as WGSN and Coloro. While it seems somewhat frivolous to some and, yes, fun, there’s a serious science behind it. Color forecasting takes months or even years of research—committees of people worldwide look at social, political, and cultural trends. And the results give manufacturers and retailers insight into what consumers will gravitate toward in the coming seasons.
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Art (and retail) imitates life

There are reports of color forecasting going back to the textile industry in the late 1800s. Historically, the chosen hues reflect social, political, and cultural events and trends. For example, in the post-WWII era of the 1940s, soft and pretty pastels took over after a period of more drab neutrals during the war. Trend experts have suggested that “millennial pink,” the pale, muted pink mentioned above, may offer a sense of calm to an undoubtedly over-stimulated generation. Color makes a major statement. It can capture the tone of a country, a city, a society, or a season. Or it can set the mood for the future or how we’d like to feel.
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Once the shade(s) has been determined, it inspires fashion, cars, makeup, and storytelling. For example, Pantone’s Ultimate Gray was a top choice for car manufacturers, and paint companies got busy creating 50 shades of gray for our homes. And we all remember that iconic monologue in The Devil Wears Prada when Miranda Priestly schools Andy about the significance of her “cerulean” blue sweater that trickled into mass fashion after the it color appeared on the runway.
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The forecasted colors are essential for packaging, too. On the great wall of products (in stores), color is a big differentiator. These on-trend shades will grab attention first on shelves (and #shelvies are a thing now). Plus, as personal care products often crossover with home décor, many people choose their purchases based on how good the bottle looks on their vanity or cabinet shelf.
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Power Colors

So it’s clear that color has an influence. But why? There’s more to it than being on trend. Research has shown that it can evoke feelings and even influence behaviors. For example, one 2020 study showed that 52% of people found yellow to be joyful. Half of the people surveyed also linked the color purple with pleasure. Back in school, I used to count how many people wore the color red, blue, grey, etc., on a typical day, weather, or season. There was usually a pattern. Certain colors symbolize femininity while others are decidedly masculine. Some hues are gender fluid or neutral. If you’re marketing a brand to a specific demographic or to evoke a specific feeling (say, a calming spa product), color is key.
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The next big hue

So what shade will we see more of in the future? Color just announced its 2023 Color of the Year: Digital Lavender, a pastel purple hue that’s been gaining popularity in digital spaces. Pantone also just released its 2023 shade: Viva Magenta, a powerful, vibrant pink-red tone that’s a clear standout. Looking ahead: WGSN, in collaboration with Coloro, has already forecasted the shade for 2024 to be Apricot Crush, which they call refreshing, restorative, and energetic during a social-political time of uncertainty. The muted, soft orange will add warmth and luminosity to home décor and pairs well with neutrals. In beauty and fashion, it will bring a pop of energy and fun. A swipe of apricot blush or lipstick can be a quick and easy pick me up—and keep you on trend. Experts are also predicting a sunnier view of things to come for Gen Z as bright yellow is meant to symbolize a need for change, optimism and hope for the future.
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So, next time you’re in a store and notice the same key shade over and over, know it’s very intentional. That color having a moment was likely forecasted at least a year in advance.

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By Tara Cohen