Since 1999 Pantone has been selecting an ‘official’ color of the year. The intent was to strike up conversations with their audience, designers and color enthusiasts about color—how we see it through culture, trends and values. Personally, I don’t get too nerdy over color, but to me, this is marketing brilliance. Pantone didn’t invent color, but here is a way they can own a self-initiated conversation around the topic their business is all about. You don’t even have to be a customer to join the conversation. Anyone who would like to be a part is invited.

2024 is the 25th installment of this annual exercise, and the new hue to gain this distinction is Pantone 13-1023, also known as, Peach Fuzz. Here’s what Pantone’s President and Vice President had to say about the selection:

“Peach Fuzz radiates a sense of warmth and a sense of reassurance. Perhaps that is exactly what we’ve been missing and what we’re reaching out for, imagining ourselves in a time and place where kindness and empathy can lead us to write a better future together” –  Elley Cheng, President, Pantone Color Institute

“The color we selected needed to express our desire to want to be close to those we love and the joy we get when allowing ourselves time to tune into who we are; it also needed to be a color whose warm and welcoming embrace could be a message of compassion, empathy, and one that is nurturing, who’s cozy sensibility brought people together.” –  Laurie Pressman, Vice President, Pantone Color Institute

These Pantone leaders beautifully illustrate Pantone’s ‘Why’ when it comes to color. They recognize the influence color selection has within our world, and they aim to promote the conscious use of color to improve the lives of others. In sharing this, they establish expertise in their industry, and they softly share values important to them and arguably important to the human family. In a way, they demonstrate color as giving anthropological clues within the story of humanity, and here, Pantone is a detective force.

So what do you think about Peach Fuzz? You don’t have to love the color to appreciate its qualities. It does seem somewhat elusive. It’s sunset. It’s sweet, but not too sweet. It’s subtle sweet. We asked some of the team here at Targa to weigh in on this color selection:

Vanna – “Peach Fuzz makes me think of soft, fluffy clouds as the sun is setting.”

Heather – “One of our grandmas loved it, so it’s dated for me. Brings up old home smells and maybe a little girls birthday cake.”

Jason – “Peach Fuzz 13-1023 reminds me of some of the sunset photos I’ve taken…”

Josh – “Growing up, my grandmother had rows of peach trees in her backyard that produced picture perfect 13-1023 peaches. Inside, everything from the couches in the living room, to the plastic cups in kitchen, and the shower curtains and bathmats were peach colored too. 13-1023 makes me think of my grandma’s house.”

Kinley – “I think peach fuzz is a very comforting tone. Something everyone needs as we enter 2024. I would say I like peach fuzz 7/10. It’s not blue or green, but it compliments other colors really well”

Lisa – “peach Fizz inspired by Peach Fuzz. It feels like spring, fresh and welcoming, sweet and warm.”