"Complex and contemplative, Ultra Violet suggests the mysteries of the cosmos, the intrigue of what lies ahead, and the discoveries beyond where we are now," Pantone said in its announcement. "The vast and limitless night sky is symbolic of what is possible and continues to inspire the desire to pursue a world beyond our own." It also goes on to cite how Prince, David Bowie, and Jimi Hendrix all used the color as a personal expression of individuality.
Pressmen also told the Associated Press that ultra violet "evokes a counterculture flair, originality, ingenuity and visionary thinking," and that "the choice speaks to rebellion rather than royalty and has played out in everything from home and commercial interiors to fashion and the art world." It reflects the "complexity, that marriage, between the passionate red violets and the strong indigo purples," Pressman told USA Today.