WGSN and Coloro have released their trending colours of 2024 and 2025.
Like Pantone’s Viva Magenta, their bolder shades have been influenced by the Metaverse and Space Exploration whilst their lighter shades provide timeless grounding that connects us to nature and wellbeing.
Midnight Plum is one of WGSN’s trending colours. Midnight Plum is a rich, luxurious colour that is both alluring and enigmatic. It is a deep purple shade that has hints of black, making it a bold and captivating hue. Midnight Plum combines the Metaverse & Space Exploration and overlays our desire for escapism and restoration. This powerful dark purple; close to black, celebrates gothic underground culture.
Why is Midnight Plum Trending?
The popularity of Midnight Plum can be attributed to the growing interest in all things dark and mysterious. People are looking for ways to express themselves in unconventional ways, and Midnight Plum provides the perfect platform to do so. Additionally, the colour’s association with the Metaverse, Space Exploration, Gothic, and the unease of the underground has captured the attention of creatives and designers.
It is not a trendy whim, nor is it gently pulling us back to nature, rather it celebrates its darkness and will compete with black & navy as the base for brands and use in digital media. Mark Krag, WGSN Senior Strategist views Midnight Plum as a “perfect alternative to re-energise the [dark shades].” You can read more from WGSN here
Origins of Midnight Plum
The origins of Midnight Plum can be traced back to the Gothic era, where dark and brooding colours were popular. However, WGSN’s version of Midnight Plum has been modernized, making it more versatile and suitable for a wider range of applications. It is a colour that’s both classic and contemporary, making it perfect for brands looking to make a statement.
The Emotional Response Generated from Midnight Plum
Midnight Plum is a colour that generates a strong emotional response. It is a powerful and enigmatic shade that can evoke a feelings of luxury, mystery, and sophistication. It is perfect for brands that want to communicate a sense of exclusivity and high-end appeal. Additionally, the colour’s association with the Metaverse and Space Exploration can also evoke a sense of wonder and imagination.
Midnight Plum leaves us with a sense of mystery and whilst it satisfies our desire for escapism, it certainly is not a colour for calm or tranquillity. For us, it’s Midnight Plum’s eerie momentum that captivates and plays on your desire to investigate further and explore the unknown.
Applying Midnight Plum in Branding
When it comes to branding, Midnight Plum can be used in a variety of ways. It can be used as a primary or secondary colour, depending on the brand’s needs. The colour is perfect for brands that want to communicate a sense of sophistication and exclusivity. However, it can also be used to communicate a sense of innovation and forward-thinking, especially when used in conjunction with futuristic design elements.
How To Use Midnight Plum in Social Media Tiles
When using Midnight Plum in social media tiles, it’s important to keep in mind that the colour can be overwhelming if used in large amounts. Therefore, it’s best to use it sparingly and in conjunction with other colours. For example, Midnight Plum can be used as a background colour, while other colours are used for text and other design elements. This will help create a balanced and visually appealing design.
The View from Font & Swatch
Certainly not a colour for playful, innocent, or sage brands, Midnight Plum is an attractant, encouraging envy and ambition, seducing your audience to transform the ordinary into the extraordinary.
At Font and Swatch we love colour, it’s in our DNA.
