Since 1963, Pantone has created more than 10,000 standard color chips, which designers and manufacturers use to ensure the same products are consistently the same color, no matter where and how they’re made. Anyone can make a new color—by mixing pigments in different amounts, or by tweaking the finish, gloss, or texture of the material they’re printed on. But only after it is standardized and given a name does a color take on a true identity, Eiseman says. ... For the past 15 years, she has gathered the world’s color experts in secret meetings held in an undisclosed capital city to choose Pantone’s “Color of the Year”—a single hue meant to represent the coming zeitgeist. She also puts together a range of seasonal palettes, forecasting the ever-changing colors of our clothes, our wall paints, or our office furniture.
Blue is a rarity among plants and animals. When it does occur in nature, it often isn’t truly blue, but rather a trick of diffraction, or the scattering of light, which is the case for bird feathers, sky, ice, water and iridescent butterfly wings. ... In response to growing pressure from consumers across the globe, Mars announced in February that over the next five years it would remove artificial colors from all the processed foods it makes for human consumption, and that pigments found in natural substances would take their place. ... In 2013, the Food and Drug Administration approved Mars’s petition to use the microscopic algae spirulina to make the first natural blue dye approved for use in the United States. As a result, any food manufacturer in the country can legally use spirulina as a colorant. Mars spent years researching spirulina’s safety; in order to overhaul 1,700 or so recipes and update its global manufacturing capabilities, the company desperately needs a substitute for synthetic Blue No. 1, as does the rest of the industry. But right now, there isn’t nearly enough spirulina dye to go around — and in any case, sometimes it doesn’t yield just the right blue, or the color degrades and comes out blotchy, or it tastes odd. ... Humans are color-seeking animals, and food companies learned to manipulate that trait early. ... One Mars executive told me that to convert only its blue M&Ms to spirulina blue, the company would, in his estimation, need twice the current global supply. ... last year the global market in natural colors was worth an estimated $970 million, up 60 percent since 2011. Natural colors now represent more than half the food-colors market in dollar terms.
Concerns over the devaluation of gold currency led the Roman emperor Diocletian to ban alchemy in the third century, and worries about counterfeiting and debased coinage also lay behind the condemnations of the art by Pope John XXII in 1317 and of King Henry IV of England in 1403. ... “Fake” diamonds are cheaper, and for industrial uses they have utterly eclipsed their natural counterparts. But at the luxury end of the market—gemstones for jewelry—artificial diamonds account for only 2 percent of global sales. How come? ... When it comes to luxury and exotic materials, the competition between fake and real is partly a technical, chemical affair: how to create a good imitation, and how to spot it. But, as artificial gold and diamonds show, there is a deeper level to it, which is about something very human and socially constructed: the concept and value of authenticity. ... Mixed up with the human code of privilege and power is an ancient belief in the moral authority of nature’s divine handywork. ... the narrative often insinuates an almost moral authority of the “real” over the “fake.”