Say so long to millennial pink. Another pink-tinted hue is set to take over in 2019-according to Pantone, at least.

The company announced that Living Coral, a bright coral shade, is its 2019 Color of the Year. Although it may seem more pink in nature, Pantone describes Living Coral as "an animated, life-affirming shade of orange, with golden undertones." 2018's color was Ultra Violet, a deep purple hue. (Despite its ubiquitous nature, millennial pink has never actually been a Pantone color of the year-Pantone doesn't actually have a hue named millennial pink!)

The decision of what will be the next year's Color of the Year is up to the Pantone Color Institute, Pantone's consulting division that analyzes each year's color trends. In particular, they pay attention to those that have appeared in branding efforts. Pantone pointed to Airbnb and Apple's use of coral over the past few months as a sign of the color's domination.

"A global team of color experts comb the world looking for new color influences," said Laurie Pressman, VP of the Pantone Color Institute. "This can include the entertainment industry and films in production, traveling art collections and new artists, fashion, all areas of design, popular travel destinations, as well as new lifestyles, playstyles and socio-economic conditions. Influences may also stem from new technologies, materials, textures and effects that impact color, relevant social media platforms and even upcoming sporting events that capture worldwide attention."

 (Article excerpt by Diana Pearl for Adweek).