Pantone called the color "dramatically provocative and thoughtful", and said it symbolizes moving forward with vision into a bright future.
Pantone's 2017 color of the year was Greenery and was meant to represent hope, calmness, and being close to nature.
No word of politics in Pantone's 2018 selection, however.
"From exploring new technologies and the greater galaxy, to artistic expression and spiritual reflection", Eiseman said, "Intuitive Ultra Violet lights the way to what is yet to come".
Laurie Pressman, vice president of the Pantone Color Institute, described the color - a lot like Sherwin-Williams' Izmir Purple SW 6825 - as "a blue-based purple that takes our awareness and potential to a higher level".
Pantone's color of the year has been running since the year 2000 - past winners include "honeysuckle", "marsala" and "sand dollar". It's an ode to Prince and Jimi Hendrix.
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. You're guaranteed to see this color popping up in home design and interiors.
The complexity of the jewel-toned Ultra Violet can add interest and brightness to your home, pushing the boundaries of your décor and, if Pantone has anything to say about it, your life.