A Case for Pink
Inspired by Pantone’s It Color for 2023, Nancy Cortelyou illuminates the pink pathway foretold by other pinks from our history’s headlines.
Like waiting to see if Punxsutawney Phil sees his shadow or not, we color crazies watched and waited to hear which color the forecasters at the Pantone Color Institute deemed the universal mood for the year ahead—and it’s Viva Magenta!
The color technically descends from red, but as the eye takes it in, we see pink. While the world debates the symbolism, relevance, and usability of Viva Magenta 19-750, to be specific, we make our own case for the pink spectrum.
And that’s what color theory tells us about pink. It can represent and invoke both creativity and joy. But like Picasso, it is full of contradictions.
Setting aside one’s thoughts on gender for a moment, most young girls go through a “pink phase.” But even Picasso had a pink period. Called the Rose Period and lasting only a few years, this era of his life was marked by two things: a happy relationship and a span of creative license that pervaded the rest of his long life at the easel.
And that’s what color theory tells us about pink. It can represent and invoke both creativity and joy. But like Picasso, it is full of contradictions. It is both soothing and sensuous. Simultaneously calming and invigorating. It conjures images of both innocence and romance, playfulness and extravagance. It can represent positivity and is considered the ultimate in femininity.
While the psychology of pink is multi-faceted, so is the range of pink. Here are three from the pages of history.
Shocking Pink...
Avant-garde Italian fashion designer, Elsa Schiaparelli, launched her signature color in 1937. Legend tells us that this purple-tinted pink—“pure and undiluted”—came to her in a flash. Its popularity: instant. Her celebrated surrealist creations, like the shoe hat and the lobster dress, gave her a smaller place in history than her contemporary (and rival) Coco Chanel, but Shocking Pink remains, making its appearance in the tides of fashion trends ever since.
Carnation Pink...
The word “pink” was first used as the name of a flower, not as a word for its color. This historical flower wasn’t the carnation, but (fun fact) a close family member whose notched petals inspired the name for pinking shears. More recently, in 1958, Carnation Pink rose to fame via crayon boxes; its pretty hue and charming moniker remain part of the mix to this day.
Baker-Miller Pink...
Known by any number of other names (Pepto-Bismol Pink, Drunk-Tank Pink, Barbie Pink), Baker-Miller Pink is called so after the two men whose 1979 study resulted in painted prison walls rendered in this bright solid pink. The theory: its presence would calm inmates. Later it was determined that the effect was short-lived and only suppressed an ultimately increased agitation—so it didn’t get the worldwide roll-out.
Color is complex. Psychology is part of it but one’s own association with color via culture or personal experience is likely as strong an indicator of a color’s effect. And what of the placebo effect? At Maxwell, we are fascinated by color and the color wheel, and will continue to unpack the topic for the foreseeable future.
— Nancy Cortelyou, Guest Writer
With her Crayolas sharpened and in color order, Nancy uses her storytelling radar to help people express themselves whether it’s editing their books, writing copy for their brands, or decorating their homes. Literally and figuratively, bringing people’s stories to light.
