Every year I wait in anticipation of what will be the new Pantone ‘Colour of the Year’ and this year I’ve been truly inspired and excited  with the warmth, and having a true sense of the spirit in direction Pantone have led us.

It’s official, Living Coral  is the new Ultra Violet.


The story behind the ‘sociable and spirited’ colour of orange with a golden undertone was selected as a reaction to our increasingly tech-centric lives. Effervescent and naturally vivid, Living Coral represents a fusion of our ‘natural and digital realities’.

A true representation to  the fusion of modern life, PANTONE Living Coral is a nurturing color that appears in our natural surroundings and at the same time, displays a lively presence within social media.

With its powerful link to social and nature this will certainly be on the  Pantone’s Colour of the Year list.

Launching with a pop-up pantry installation  (not any old launch)


Creating a experiential pop-up , the colour was launched with a multi-sensory installation at the Royal Palm South Beach resort during Art Basel Miami Beach. Pantone teamed up with Tribute Portfolio, Marriot International’s newest collection of boutique hotels, for the first in a series of immersive tributes to colour that will travel globally to select boltholes from the group in 2019. Set within a beach house-like structure, the Pantone Pantry puts a playful display of the typical hotel experience, with this inspiration you can only imagine what excitement and effect we can create to embrace the colour.

Pantone's Colour of the Year - Living Coral

The Power of Colour.


We’re all about shaping behaviour at The Market Creative, 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.

The warm orange undertones are already being cited in the world of fashion,  ‘Gigi first to be wearing it.’

We can also see it trending on make-up and beauty products, and for me personally I can’t wait to use ‘Living Coral in the Home’ and how to make a true statement in interior trends, which is exactly what a consumer is after. Whether we create a limited edition look creating scarcity, or whether we make sure we follow the herd and not be left behind…….  

It’s an exciting year for us all and we’re looking forward to sharing how it’s affected and influenced our modern  lives and our brands, so, expect a bright warm future ahead

As an agency, influencing behaviours is core to what we do and applying Behavioural Economics to marketing communications is a natural progression. If you are interested in understanding more about how we do this get in touch now.

Find out more about the connection between consumers and behavioural economics in our latest report on the top trends driving consumer behaviour. Download it here.

By Dorina D’Ambrosio

Creative Director