🔗 Share this article

For many people who has spent years living in rental properties, staring at the same standard-issue magnolia walls and yearning for injecting personal style to their home, Pantone's latest Colour of the Year might seem like a direct affront.

This time around, the influential color company has selected white as its premier hue.

More specifically, the shade is called Cloud Dancer – a white described as "lofty" and "billowy" which "functions as a symbol of tranquility in a society re-learning the worth of quiet reflection".

It marks the initial instance a pure white has been chosen as the Colour of the Year, and it has generated significant controversy.

Per Pantone, Cloud Dancer "is not just a colour, it's a mindset" and embodies a widespread yearning to decelerate, recalibrate and seek peace after years of visual overload.

But some commentators have branded the decision as "Pantonedeaf", arguing that championing sparse and immaculate white spaces can feel far removed from the more compact, lived-in homes everyday individuals call home.

Others contend that framing white as an ideal carries subtext related to race, creating unease during current societal conversations about race and representation.

Soothing or Stark?

Interior expert Chris Beaumont says the criticism goes beyond surface appeal, noting that white holds societal connotations and is seldom a neutral choice.

"The color white sends a message," he says, influenced by a ten-year period of sparse star homes – most famously Kim Kardashian's austere home – that came to symbolize "wealth, control and removal from chaos".

He explains that white is "not about inspiration but taking care not to cause upset", with Cloud Dancer representing "austerity, moral minimalism and the concept that neutrality equals goodness".

The designer cites the pandemic as a turning point in how people relate to their homes.

"Overnight they became our offices, sanctuaries and emotional anchors," he says, adding that in this context, pushing the Colour of the Year towards "more visual emptiness feels rather out of step".

Instead of providing calm, he believes white now threatens to intensifying "a feeling of bleakness", especially when combined with cool, clinical lighting.

'Sterile Sensations

An interior designer, a Surrey based design expert, agrees and says Cloud Dancer "doesn't really read as a colour" and is "completely rejected for me".

Although it may work in extremely sparse or structural spaces, she says bright whites rarely create calm in everyday living spaces.

"What looks serene in a professional photo can easily feel clinical at home," she explains.

"White can feel stark and unforgiving and you don't want your home to emit clinical feelings."

She continues that "homes should spark joy and be warm and welcoming, and this shade feels quite removed from that."

Beaumont hopes that homeowners will disregard the Pantone Colour of the Year in preference for "unabashed joyful interior design", using vibrant hues to express personality.

A representative of the Pantone Colour Institute stated that people "bring different feelings" to the significance of the colour, but it was selected as it "works seamlessly with everything around it, offering a sophisticated impartiality that feels intentional and versatile".

Since its launch in 2000, Pantone's Colour of the Year has evolved into a powerful trend indicator.

Past choices have featured the hopefulness of Living Coral, the serene assurance of Classic Blue, the vibrancy of a bold pink-red, and most recently softer, feeling-based tones like a soft peach.

These hues extend beyond style predictions - they appear in fashion collections, beauty launches, home decor, product wrapping and even technology, shaping how products are marketed and how consumers envision the year ahead.

Victoria Robinson, says Cloud Dancer is a "beautiful choice" and while it may seem simple, "this particular shade seems gentle and refined rather than stark".

Contrary to those who say the colour is boring, the expert sees it as "adaptable" and says it's best used in "sleeping quarters and living areas where you want a serene, restful atmosphere".

"Even if you don't want to redecorate, you can incorporate the colour into a room with pillows, throws and curtains."

Design expert James Mellan-Matulewicz says although he was surprised that Pantone's pick this year was "fundamentally the lack of pigment", it is a bit like vanilla ice cream, in that "it is universally accepted but it's not a top choice".

He can see its merits, noting that white can work especially effectively as a background for architectural details like wall molding and curved entries which is a "growing trend in modern homes".

In fashion, white has long been a staple rather than a statement and as a Colour of the Year it presents a different challenge to designers more accustomed to vibrant colors.

Luxury stylist A styling expert says championing white feels "not focused on newness and more concerned with purpose", reflecting a shift towards sophistication after years of trend overloads.

"White forces designers and those who wear it alike to concentrate on form, scale and craftsmanship, there's really no room for error," she explains.

But she adds that it also carries presumptions around body confidence, way of life and advantage, stating: "If white is viewed as something only a limited subset of people can pull off, it becomes exclusionary."

She says the industry is already aware of the uncomfortable undertones tied to celebrating white as an aspirational standard, particularly during ongoing discussions about inclusion and approachability, and the real test will be whether "brands engage with that nuance honestly, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Style consultant Another expert concedes the choice initially surprised her, given Pantone's track record of vibrant hues, but says it reflects a authentic change and fits within a wider mood of "quiet luxury