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Pantone Color Institute chooses ‘provocative and thoughtful’ ultra violet as 2018 colour of the year

The colour of the year is ‘truly a reflection of what is needed in our world today’.

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.

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Bringing the glamour back to flying while keeping it affordable

The pleasure of air travel is back, courtesy of an airline in India.

Before dinner, fashionable women would retire to the powder room and suited-up men would indulge in hors d’oeuvres, surrounded by plush upholstery. A gourmet meal would soon follow, served in fine tableware. Flying, back in the day, was like an upscale party 35,000 feet up in the air.

The glamour of flying has been chronicled in Keith Lovegrove’s book titled ‘Airline: Style at 30,000 feet’. In his book, Lovegrove talks about how the mid-50s and 60s were a “fabulously glamorous time to fly in commercial airlines”. Back then, flying was reserved for the privileged and the luxuries played an important role in making travelling by air an exclusive experience.

Fast forward to the present day, where flying has become just another mode of transportation. In Mumbai, every 65 seconds an aircraft lands or takes off at the airport. The condition of today’s air travel is a cumulative result of the growth in the volume of fliers, the accessibility of buying an air ticket and the number of airlines in the industry/market.

Having relegated the romance of flying to the past, air travel today is close to hectic and borderline chaotic thanks to busy airports, packed flights with no leg room and unsatisfactory meals. With the skies dominated by frequent fliers and the experience having turned merely transactional and mundane, is it time to bid goodbye to whatever’s enjoyable in air travel?

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Vistara’s attempts to reduce the gap between affordability and luxury can also be experienced in the economy class with an above average seat pitch, complimentary selection of food and beverages and a choice of leading newspapers and publications along with an inflight magazine. Hospitality aboard Vistara is, moreover, reminiscent of Singapore Airlines’ famed service with a seal of Tata’s trust, thanks to its cabin crew trained to similarly high standards.

The era of style aboard a ‘flying boat’ seems long gone. However, airlines like Vistara are bringing back the allure of air travel. Continuing their campaign with Deepika Padukone as brand ambassador, the new video delivers a bolder and a more confident version of the same message - making flying feel new again. Watch the new Vistara video below. For your next trip, rekindle the joy of flying and book your tickets here.


This article was produced by the Scroll marketing team on behalf of Vistara and not by the Scroll editorial team.