Why millennial pink is the colour of money for book publishers

In recent years the mid-tone blush colour commonly referred to as “millennial pink” has taken over fashion, interior design, branding and publicity. Now publishers are also latching on to the colour’s marketability.

The number of pink books published in the past two years has risen sharply. Titles such as the Man Booker Prize-longlisted The Mars Room by Rachel Kushner, The Female Persuasion by Meg Wolitzer, Jenny Zhang’s Sour Heart and Sayaka Murata’s Convenience Store Woman all feature the hue on their covers. The cover of Sweetbitter, a novel by Stephanie Danler which was adapted into a Netflix series, was redesigned and reissued with a salmon-pink cover.

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