With the end of the year comes the tradition where the renowned color authority Pantone elects a signature color for the forthcoming year. This customary practice aims to set a tone that resonates with global moods, touching on themes from the natural environment to social movements. Yet, the color chosen to represent 2019 has not gone without contention.
Named Living Coral, the official Pantone color of 2019 can be envisioned as an idyllic version of red-tinted coral bathed in light azure waters.
However, the duo behind the Melbourne-based creative studio Jack and Huei — Jack Railton-Woodcock and Huei Yin Wong — have voiced their disagreement. They argue that selecting such a color ignores the harsh realities of climate change, particularly the destruction of coral ecosystems, including the deteriorating Great Barrier Reef near their Australian home. They label Pantone’s decision as lacking awareness and even as reckless.
Dissatisfied with the complacent stance, they suggest an alternative for the upcoming year:
Creative minds of all kinds bear the responsibility to devise innovative responses to our biggest challenges. In this era, climate change stands as a colossal issue for humanity.
Upon examining the Pantone color spectrum, Jack and Huei identified #F0F6F7, a subdued pale blue echoing the barren remnants of coral left behind after the ravages of coral bleaching. They called this color Bleached Coral and creatively repurposed Pantone’s marketing to pitch it for next year’s color:
As passionate advocates for this cause, we firmly believe the creative sector can elevate this critical global issue from the oceanic shadows to the forefront of our digital engagement.
The selection by Pantone at 2018’s closure was regarded by some as a myopic choice. The defiant graphic movement spearheaded by Jack and Huei is emblematic of a broader push within the design community to engage with pressing societal issues. Although it might be a long shot for Pantone to acknowledge Bleached Coral, the movement for a socially responsible and politically charging design narrative is sure to gain even more strength throughout 2020.
