In 2022, artist Stuart Semple opened up his laptop to find that all his designs had turned black overnight. All the colors, across files on Adobe products like Photoshop and Illustrator, were gone. Who had taken the colors away? The story of what happened begins with one company, Pantone.

Pantone is known for their Color of the Year forecasts, but they actually make the bulk of their money from selling color reference guides. These guides are the standard for how designers pretty much anywhere talk about color.

On today's show, how did Pantone come to control the language of the rainbow? We look back at the history of Pantone, beginning with the man who made Pantone into the industry standard. And, we hear from Stuart, who tried to break the color monopoly.

Share your thoughts — What color should we choose to be Planet Money's color?

This episode was hosted by Sam Yellowhorse Kesler and Jeff Guo, and produced by Willa Rubin with help from James Sneed. It was edited by Jess Jiang and fact-checked by Sierra Juarez. Engineering by Debbie Daughtry with help from Carl Craft. Alex Goldmark is Planet Money's executive producer.

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