A hot pink called Viva Magenta and an icy blue named Frozen Fjord are among the 315 new hues that American colour company Pantone has added to its roster of shades.
The 315 colours have been chosen by Pantone to reflect present-day and forecasted trends, and have been taken from all bands of the spectrum.

There are over 50 new shades of pink, a colour that the brand believes has "embraced new meanings and relevance beyond it's traditional gendered and child-like status". Among them are First Blush, Viva Magenta and Tender Touch.
More than 70 new blues will also be available. Some of the cooler hues, like Frozen Fjord, nod to icy natural landscapes, while brighter, green-infused shades like Exotic Plume and Gulf Coast are meant to evoke a more summery, tropical feel. Some of the added shades ? such as Weathered Teak and Island Fossil ? are supposed to offer a nuanced take on neutrals and taupes, which Pantone thinks are "too often seen as a single colour" but can offer "endless subtleties".

"The colours that are influencing design today have evolved to reflect shifting societal views, new technological innovations, and a truly global outlook," said executive director of the Pantone Color Institute Leatrice Eiseman.
"Expanding and enhancing our colour palette and introducing new digital solutions ensures our design clients that they can continue to count on Pantone today and into the future, helping them to transform their creati...