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Sneaking Into Pantone HQ

Inside the color forecaster.

There are no analytics measuring success of color forecasting—how would one even accurately measure such a thing? To play it safe most companies rely on a range of color forecasts. Eiseman says Pantone’s effort, and perhaps color forecasting in general, suffers from two misconceptions. The first is that there is some kind of “evil cabal” that “schemes to get the colors out there.” The second is “let’s just throw a dart and wherever it lands is what’s going to be the hot color for next year.”

Abraham Josephine Riesman is a journalist who writes often for New York and is the author of True Believer: The Rise and Fall of Stan Lee. Her second book, Ringmaster: Vince McMahon and the Unmaking of America, will be published in March.

“You’re sure that there’s a level of unreality, but you’re not sure that it’s all fake. There’s stuff there that seems either plausible or sometimes you go ‘there’s no way you could fake that.’ And sometimes you’re right, and a lot of times you’re somewhere in the middle. It’s not as easily distinguished as saying this is fact and this is fiction, this was scripted and this was improvised, whatever. You can’t make those distinctions easily, and one of the things I sort of hope comes out of the book—if it has any impact at all—is to try to get us past this false binary of true and false.”