🔗 Share this article

For those who has spent years living in rental properties, confronted by the same landlord-approved beige walls and dreaming of adding some actual personality to their home, Pantone's new Colour of the Year might seem like a personal attack.

This year, the renowned color company has selected a shade of white as its flagship hue.

In detail, the shade is called Cloud Dancer – a white described as "elevated" and "airy" which "acts as a symbol of tranquility in a society re-evaluating the worth of quiet reflection".

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

According to Pantone, Cloud Dancer "represents more than a hue, it's a philosophy" and signifies a collective urge to slow down, recalibrate and find calm after years of sensory saturation.

But some detractors have branded the decision as "Pantonedeaf", suggesting that elevating minimalist and pristine white spaces can seem far removed from the more compact, lived-in homes everyday individuals call home.

Additional critics argue that presenting white as aspirational risks subtext related to race, creating unease within current political and cultural discussions about inclusion and diversity.

Sterile or Serene?

Interior expert One design critic says the criticism transcends surface appeal, noting that white bears societal connotations and is rarely a innocuous choice.

"White is a signal," he says, influenced by a ten-year period of sparse star homes – most notably Kim Kardashian's stripped-back home – that came to represent "affluence, order and removal from chaos".

He explains that white is "not about inspiration but being careful not to cause upset", with Cloud Dancer personifying "restraint, moral minimalism and the concept that neutrality signifies virtue".

Beaumont references the pandemic as a pivotal moment in how people interact with their homes.

"Overnight they transformed into our offices, refuges and sources of stability," he says, stating that in this context, directing the Colour of the Year towards "more visual emptiness seems rather tone-deaf".

Rather than offering calm, he contends white now threatens to heightening "a sense of desolation", particularly when combined with harsh, sterile lighting.

'Sterile Sensations

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

Although it may suit highly minimal or structural spaces, she says bright whites rarely foster calm in everyday living spaces.

"An image of tranquility in a professional photo can easily feel sterile at home," she explains.

"White can feel harsh and unforgiving and you don't want your home to emit hospital vibes."

She adds that "living spaces should spark joy and feel warm and lived-in, and this hue feels quite distant from that."

Beaumont expresses a desire that homeowners will reject the Pantone Colour of the Year in favour of "full-scale dopamine décor", using colour to express individuality.

The vice president of the Pantone Colour Institute stated that people "have varied interpretations" to the significance of the colour, but it was chosen as it "integrates perfectly with everything around it, providing a refined neutrality that seems deliberate and adaptable".

Since its launch in 2000, Pantone's Colour of the Year has evolved into a significant industry signal.

Previous selections have featured the hopefulness of Living Coral, the calm confidence of Classic Blue, the energy of Viva Magenta, and more recently more gentle, feeling-based tones like a soft peach.

These hues don't just live on trend forecasts - they show up in fashion collections, cosmetic products, interiors, packaging and even technology, influencing how products are marketed and how consumers envision the year ahead.

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

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

"Even if you prefer not to redecorate, you can incorporate the colour into a room with cushions, throws and curtains."

Design expert Another professional says although he was surprised that Pantone's pick this year was "essentially the absence of colour", 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 particularly well as a background for architectural details like wall molding and curved entries which is a "rising style in contemporary houses".

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

Fashion consultant Oriona Robb says championing white seems "not focused on newness and more about intention", indicating a shift towards refinement after years of trend overloads.

"The color white compels designers and wearers alike to focus on form, proportion and quality, there's really nowhere to hide," she explains.

But she adds that it also holds presumptions around body confidence, way of life and privilege, saying: "When white is treated as something only a limited subset of people can wear well, it becomes divisive."

She says the industry is already aware of the uncomfortable undertones associated with celebrating white as an ideal, especially during continuing discussions about representation and approachability, and the true challenge will be whether "brands address that complexity authentically, or simply aestheticise the colour".

A Cultural Mood, Not a Trend

Style consultant Another expert concedes the choice at first shocked her, considering Pantone's track record of vibrant hues, but says it reflects a authentic change and aligns with a wider mood of "quiet luxury