Colour consulting company Pantone Colour Institute has declared ultra violet as the 2018 colour of the year to symbolise design trends and the cultural mood. The colour is a “dramatically provocative and thoughtful purple shade” that communicates “originality, ingenuity, and visionary thinking that points us toward the future”, a statement issued by the company said.

The shade, identified by the company as PANTONE 18-3838, has been described as one that “suggests the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now”.

Shades of ultra violet were used as personal expressions of individuality, the company said, while citing the names of musicians including Prince, David Bowie and Jimi Hendrix. The colour stands for non-conformity.

“The Pantone Color of the Year has come to mean so much more than ‘what’s trending’ in the world of design,” Vice President of the Pantone Color Institute Lauri Pressman said. “It is truly a reflection of what is needed in our world today.