We're all familiar with "Best of the Year" awards: best movie, best song, best book, best albums, best tv series, word of the year, etc. Just about any category you can think of is funneled into a "best of" list.
We recently stumbled onto Pantone's "Color of the Year", and couldn't think of a more relevant "best" that pertains to our industry. Not only that, but the rationale they provide for declaring these colors the best of each year are poetic, to say the least.
Pantone has already declared the color of 2018 will be Ultra Violet. The reasoning behind Pantone's selection is not what you might think. It pertains not to design, but to something much greater.