According to Laurie Pressman, vice president of the color institute, the hue has a distinctly retro feel. It took root in the '50s and '60s, cropping up in fashion lines, car details, and restaurant decor. It was central in the advertising world, which is why it's fairly easy to picture a peachy lining on the couch in Don Draper's office. Beyond that, it's reminiscent of the good 'ol days -- a hark back to simpler times. In short, if Americana were a fleshy shade of pink, it would be Living Coral: A nice, vintage digression from the harsh primaries of the flag.
"That’s comforting!” Pressman told Fast Company in an interview. “Because the more things try to push us forward, the more people reach back to what was, because they’re looking for terra firma. It’s scary! So you want things that make you feel safe, happy, that bring you comfort and warmth.”
Beyond its aesthetic appeal, the color holds a particular, timely significance. It appears super-saturated on phone and computer screens -- but by the same token, it actually exists in nature. It's that magical middle ground between our digital world, and our real one.
And it's not millennial pink.