Pantone color of the year, Ultra Violet, gets political

Last year's Pantone Color of the Year was a fresh and zesty grassy shade that symbolized the connection many of us sought with nature, one another, and a larger purpose. This year they've chosen Ultra Violet, a color they've dubbed "inventive and imaginative."

SAN JOSE, Calif. (KGO) -- The Pantone Color Institute announced its color of the year -- the deep purple hue of Ultra Violet.

RELATED: Pantone dubs 'inventive and imaginative' Ultra Violet 2018's Color of the Year

It's mostly a symbolic selection, but one that will likely serve as an inspiration for trends in fashion, design, and marketing in the coming year.

Watch the video player above to learn about the empowering message behind Pantone's color of the year.

Past colors include a tangy yellow-green known as Greenery, a blush pink known as Rose Quartz and a tranquil blue known as Serenity.

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