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Each year, Pantone, the global color authority, selects a color that it believes reflects the current zeitgeist. For 2024, the choice is "PANTONE 13-1023 Peach Fuzz", a color that evokes feelings of warmth, comfort and optimism. "Peach Fuzz" is a mix of peach tones with a subtle touch of yellow.



Knowing this, and already following the entire Pantone “Color of the Year” universe since its inception, whose first edition was in the year 2000, we had the idea of carrying out a “phygital” experiment using ChatGPT. Therefore, we asked the A.I. to give us three suggestions on what Pantone’s “Color of the Year” could be for 2024, to be officially launched on December 7, 2024.


In other words, almost a month before…
Watch the videocase and see what happens.

The ChatGPT prompts are in Portuguese, so, find below their translations:

[ Prompt ]
Based on all Pantone “colors of the year”, launched since 2000, and using crossed data from Pantone colors selected at fashion weeks (especially Paris, Milan and New York), name three possibilities that could become the Pantone “color of the year” in 2024.

[ GPT Answer ]
Pantone's "color of the year" prediction for 2024 would be an exercise in analyzing past trends and patterns. Let's consider some factors:

1. **Popular Colors at Fashion Weeks**: Trends observed at fashion weeks in Paris, Milan and New York may indicate future preferences. Colors that stand out repeatedly on these catwalks can be strong candidates.

2. **Historical Patterns of Pantone's Colors of the Year**: By analyzing previous choices, we can detect if there is a tendency to alternate between vibrant and soft colors, or if there is an inclination towards certain tones.

3. **Sociocultural and Psychological Context**: Pantone's choices often reflect the emotional and cultural climate of the moment. Colors that offer comfort, hope, or that represent important social movements can be chosen.

Considering these factors, three possible colors for 2024 could be:

- **A Soothing Shade of Green**: Considering the growing environmental awareness and interest in sustainability, a green that represents renewal and balance could be a strong choice.
  
- **Serene Light Blue**: Following the trend of colors that offer comfort and calm, especially post-pandemic, a light blue could symbolize serenity and stability.

- **Vibrant Coral or Peach**: Switching to a more vibrant palette, a coral or peach tone could emerge as a color that represents optimism and positive energy, something people can look for in a post-pandemic world.

These predictions, however, are speculative and based on historical trends and patterns. Pantone's final choice can be influenced by a variety of contemporary factors. The experiment was used based on an insight in the classroom, in a discussion, with students who work with Visual Arts, about how this tool (A.I.) can be useful and complementary to what we do.

[ End of Chat ]

IMPORTANT: this is not a project affiliated or made in partnership with OpenAI. We just used one of their products (ChatGPT) for a social experiment.