Life & Style Weekend - - HOME - WORDS: TRACEY HORDERN

The Pan­tone Color of the Year is in­creas­ingly ap­pre­ci­ated as more than a fash­ion­able colour to em­ploy as a decor high­light, but rather the cho­sen colour is con­sid­ered an in­sight into the col­lec­tive con­scious­ness of our world. For 2019, the Pan­tone Color In­sti­tute re­vealed Liv­ing Co­ral as its choice. This colour is warm, glo­ri­ous and con­nects us to the liv­ing world of na­ture. Liv­ing Co­ral is an “an­i­mat­ing and life-af­firm­ing co­ral hue with a golden un­der­tone that en­er­gises and en­livens with a softer edge,” Pan­tone ex­plains. Liv­ing Co­ral does, of course, also bring to mind our most pre­cious co­ral reef, some­thing dear to Aus­tralians as well as any­one else who cares about the health of our planet. This re­turn-to-na­ture ethos is in­creas­ingly present in our daily dig­i­tal over­load via so­cial me­dia. The warm, life-af­firm­ing colour of Liv­ing Co­ral con­nects us emo­tion­ally to the vi­brant un­der­sea ecosys­tems that we all de­pend upon for life. Re­searchers pre­dict more con­sumers will be em­brac­ing their pur­chas­ing power by con­sid­er­ing a brand’s so­cial, po­lit­i­cal, and en­vi­ron­men­tal com­mit­ments be­fore they make a pur­chase. This means that brands now have an op­por­tu­nity to con­nect with peo­ple through their ac­tions and by the im­ages and colours that broad­cast their eth­i­cal com­mit­ments. And Pan­tone’s colour of the year 2019 – Liv­ing Co­ral – is one such colour that can help evoke one of the most press­ing is­sues on con­sumers’ minds – pro­tect­ing our threat­ened ecosys­tems be­fore it’s too late.

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