In a press release issued Thursday morning, Pantone described the hue as a "dramatically provocative and thoughtful purple shade", that "communicates originality, ingenuity, and visionary thinking that points us toward the future".
Pantone's 2017 color of the year was Greenery and was meant to represent hope, calmness, and being close to nature.
A Twitter user pointed out humans can't actually see ultra violet, but otherwise reaction was fairly positive.
"It's also the most complex of all colors, because it takes two shades that are seemingly diametrically opposed - blue and red - and brings them together to create something new", she said.
2017's color was Greenery.
Cubs sign starting pitcher Tyler Chatwood to 3-year deal
A second-round Draft pick by the Angels in 2008, Chatwood was traded to the Rockies in November 2011 for catcher Chris Iannetta . Adding Chatwood boosts a rotation that will likely lose former Cy Young Award victor Jake Arrieta and veteran John Lackey .
Pantone notes that the Ultra Violet color has often been used to represent nonconformity and artistic brilliance. It's an ode to Prince and Jimi Hendrix.
The Pantone Color Institute is the consulting arm within Pantone that forecasts global color trends, advises companies on color in brand identity and product development, and on color assurance programs.
"There is a sense of optimism and confidence in this color", Murphy said. "For a regal, energizing look, pair it with lighter, contrasting blues and terra cotta oranges".
It claims that Ultra Violet is already being put to use by a range of innovative tech and business companies.
The complexity of the jewel-toned Ultra Violet can add interest and brightness to your home, pushing the boundaries of your décor and, if Pantone has anything to say about it, your life.
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