LOOK: Pantone releases new hue Minion Yellow

Global color authority Pantone has released a new hue for the first time in three years, and it is its first character-branded color—Minion Yellow, based on the little scene-stealers from the animated blockbuster "Despicable Me."

The idea came from singer-songwriter Pharrell Williams, who also created music for the film. The partnership came at the right moment since the Pantone Color Institute, the company's research team, noticed an increasing desire for consumers to add more energizing colors in their lives.

Pantone Color Institute announces PANTONE Minion Yellow: Our first-ever character branded color pic.twitter.com/xrneetYDm8

— PANTONE (@pantone) April 14, 2015
 

Pantone Has a New Color Inspired by Certain Silly Sidekicks via @PasteMagazine http://t.co/qU21P2xHrG #MinionYellow pic.twitter.com/GWuQ7Gh1B1

— PANTONE (@pantone) April 22, 2015

"Just as the sun’s rays enliven us, PANTONE Minion Yellow is a color that heightens awareness and creates clarity, lighting the way to the intelligence, originality and the resourcefulness of an open mind—this is the color of hope, joy and optimism," said Pantone Color Institute executive director Leatrice Eiseman.

"Color is contextual and right now there is a desire for colors that are more vibrant and uplifting. This is especially the case with the yellows, so given the worldwide popularity of the Minions, it seemed only natural to name a color after a character for the first time in our history,"  she added.

To get the exact shade, Pantone worked with the animation team of the Illumination Entertainment to determine the color that best represent the "sweet and subversive" and well-loved sidekicks.

"An extroverted hue, it projects playfulness and warmth and is suggestive of intellectual curiosity and enlightenment," the global color authority explained.

Minion Yellow color will be added to the Pantone Fashion, Home + Interiors color palette with the next color addition next year.

Pantone earlier announced that its Color of the Year for 2015 is Marsala.

Meanwhile, the characters the "new" shade is based will be starring in their own film. "Minions" opens in US theaters on July 10. — Trisha Macas/BM, GMA News