Very Peri is the Pantone Colour of 2022

As announced by the Pantone Institute, Very Peri is the Pantone Colour of 2022. Think shades of periwinkle blue, with purple and red undertones. With a lively and joyful attitude, it encourages creativity, to express one's imagination. And for the first time ever, it is a new colour. The analysts have, in fact, not indicated a hue that is already known, but have chosen to start from scratch. An event that bodes well given the difficult years passed due to the Covid-19 pandemic, it is no coincidence that it was one of the most loved colours by stars from as early as 2021 – from Kim Kardashian to Dua Lipa, Very Peri has made numerous appearances on the red carpet.

“Thanks to a new colour, we reflect the innovation and global transformation taking place. The company continues to recognize colour as a fundamental form of communication and expression and the complexity of this new shade of blue, infused with red-violet, highlights the possibilities that open up before us," says Laurie Pressman, Vice President of the Pantone Colour Institute.

The election of the colour of the year has been taking place since 2000, through reflection on general culture. The nuance chosen at the end of each December is the one that influences the design and marketing trends for the year to follow. So much so that the strength of this colour also comes from the iridescent shades present in the world of gaming, social media and the new frontier of the Metaverse.

Leatrice Eiseman, Executive Director of the Pantone Color Institute explains: "We need to interpret the spirit of the time and transform it into colour. For example, in the moment of transformation we are experiencing, the process was this: the blue family was the starting point because it is a well-known colour, which corresponds to familiarity and comfort. Blue includes the 'confidence' factor and the liking many people feel for this shade. However, it was also necessary to convey a sense of freshness, vitality, a push towards the future, which also refers to the digitized world and here the purple-red undertone came into play."

The starting colour was periwinkle blue (which refers to the flower of the same name), cleared through customs in the '70s for industrial use among the official body colours of some Alfa Romeo models. And for chromotherapy, it is the colour that goes against anxiety and stress, par excellence, together with blue and turquoise.

A team of professionals, designers, consultants, architects, creatives, and trend analysts who study cultural and socio-economic changes are studying how to make colours capable of "responding to emotional needs." They travel the world, attend fashion shows, fairs, social events, and tourist destinations to become aware of the most worn shades, especially in the streets and in the collections of emerging designers. "What in my opinion makes the colour of the year important are two things: the nuance of the moment within a relevant sector such as fashion and reflecting on what is happening in society," said marketing manager of Pantone, Kathryn Shah.

But it is only since 2007 that the practical effects of the Pantone forecast of the year can be seen. Since then, together with the announcement of the chosen one, a series of palettes have also been created on which brands and companies will launch ad hoc products.