India, Oct. 10 -- Surely it's popped up on your feed. The video features a dad who's bemused by the wall-paint shade names that his Gen Z daughter has picked for her room: Nacho Cheese, Pretty Ugly, Sulking Room Pink, Dead Salmon. Now, consider the name of the colour of the moment: Butter Yellow. You know what's happening, right? The colours on the visible spectrum haven't changed. We're just updating their names to suit the mood of the moment.

Butter Yellow's official name is Pantone 903 C. But over the years, it's answered to Buttercup, Lemon Chiffon and Daffodil Yellow. And it's not even Pantone's colour of the year; Mocha Mousse is. Meanwhile, Millennial Pink - that soft, muted rose tone that was on everything (and everyone) a decade...