Trend forecasting platform WGSN, in collaboration with Coloro / The Colour Code, have unveiled their prediction that the Pantone colour for 2024 will be Apricot Crush. Shade 024-65-27 is a muted apricot that is soft yet energetic and vibrant, in a move away from the bland flatness of pastels.
WGSN colour strategist Clare Smith says: ‘Apricot Crush represents the importance of nourishing the mind and body. It is the perfect shade for a world in search of calm and optimism. It also provides a much-needed pick-me-up as consumers continue to grapple with a range of emotions and uneasiness about the future.’
Smith continues: ‘Apricot Crush evokes a positive attitude to life and connects with values such as caring, connection and community, while also calling to mind the nutritional properties of vitamin and antioxidant-rich oranges and apricots. A colour that both prevents and heals. It cheers and amuses with its subtlety’.
The melow warmth of Apricot Crush pairs perfectly with neutrals, and its soft sun-bleached quality lends itself to textiles and accessories for any room in the home. Equally, this bright and cheerful colour is versatile and gender-inclusive, making it perfect for beauty & skincare ranges and health and wellness-led consumer tech products.
Apricot Crush Pantone colour of the year 2024
