🔗 Share this article

For anyone who has spent a long time renting, confronted by the same landlord-approved beige walls and yearning for adding some actual personality to their home, Pantone's new Colour of the Year might seem like a disappointing choice.

This time around, the renowned color company has chosen white as its flagship hue.

To be precise, the shade is called Cloud Dancer – a white characterized as "lofty" and "billowy" which "functions as a emblem of tranquility in a society re-learning the value of introspection".

It represents the first time a pure white has been honored as the Colour of the Year, and it has raised more than a few eyebrows.

According to Pantone, Cloud Dancer "is not just a colour, it's a mindset" and embodies a shared urge to slow down, reset and find calm after years of sensory saturation.

But some detractors have labelled the decision as "Pantonedeaf", suggesting that elevating sparse and pristine white spaces can seem far removed from the smaller, messier homes everyday individuals call home.

Additional critics contend that positioning white as an ideal introduces racial undertones, creating unease during continuing societal discussions about inclusion and diversity.

Sterile or Serene?

Designer One design critic says the backlash transcends aesthetics, stating that white bears cultural undertones and is rarely a neutral choice.

"White is a signal," he says, influenced by a ten-year period of sparse star homes – most notably Kim Kardashian's austere home – that came to epitomize "wealth, control and distance from chaos".

He explains that white is "not about inspiration but being careful not to offend", with Cloud Dancer representing "restraint, moral minimalism and the concept that neutrality equals goodness".

The designer points to the pandemic as a defining period in how people interact with their homes.

"Suddenly they became our workspaces, sanctuaries and sources of stability," he says, noting that against this backdrop, pushing the Colour of the Year towards "more aesthetic barrenness seems rather out of step".

Rather than providing calm, he contends white now risks intensifying "a feeling of bleakness", especially when combined with cool, clinical lighting.

'Hospital Vibes'

Lara Clark, a Surrey based design expert, concurs 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 architectural spaces, she says bright whites seldom create calm in real homes.

"What looks serene in a professional photo can readily seem sterile at home," she explains.

"The color white may seem stark and demanding and you wouldn't wish your home to give clinical feelings."

She continues that "homes should spark joy and be inviting and lived-in, and this shade seems quite removed from that."

Beaumont hopes that homeowners will reject the Pantone Colour of the Year in preference for "full-scale dopamine décor", using colour to showcase individuality.

A representative of the Pantone Colour Institute commented that people "bring different feelings" to the significance of the colour, but it was selected as it "integrates perfectly with everything around it, providing a refined neutrality that feels deliberate and versatile".

Beginning in 2000, Pantone's Colour of the Year has evolved into a significant trend indicator.

Previous selections have included the optimism of a vibrant pink-orange, the calm confidence of a deep blue, the vibrancy of a bold pink-red, and more recently softer, emotionally driven tones like Peach Fuzz.

These colours don't just live on style predictions - they show up in fashion collections, cosmetic products, home decor, product wrapping and even consumer electronics, shaping how products are sold and how consumers imagine the year ahead.

A style and trend expert, says Cloud Dancer is a "elegant choice" and while it may appear simple, "this specific hue seems gentle and elegant rather than severe".

In contrast to those who say the colour is dull, the expert sees it as "adaptable" and says it's best used in "sleeping quarters and communal spaces where you want a serene, restful ambiance".

"Should you prefer not to redecorate, you can incorporate the colour into a room with pillows, blankets and curtains."

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

He can see its merits, explaining that white can work especially effectively as a backdrop for architectural details like wall molding and curved entries which is a "growing trend in contemporary houses".

In fashion, white has long been a staple rather than a bold declaration and as a Colour of the Year it presents a unique test to designers more accustomed to bold shades.

Fashion consultant Oriona Robb says elevating white feels "less about novelty and more about intention", reflecting a movement towards refinement after years of trend overloads.

"White forces designers and those who wear it alike to concentrate on shape, scale and craftsmanship, there's really nowhere to hide," she explains.

But she adds that it also carries assumptions around self-image, lifestyle and privilege, saying: "If white is treated as something only a narrow group of people can wear well, it becomes exclusionary."

She says the industry is already aware of the problematic connotations tied to lauding white as an aspirational standard, especially amid continuing conversations about representation and approachability, and the true challenge will be whether "companies address that complexity authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Style consultant Katie Malik concedes the choice at first shocked her, given Pantone's history of vibrant hues, but says it reflects a authentic change and aligns with a broader sentiment of "quiet luxury