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For many people who has spent a long time renting, staring at the same standard-issue magnolia walls and longing for adding some actual personality to their home, Pantone's new Colour of the Year might feel like a disappointing choice.

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

To be precise, the shade is called Cloud Dancer – a white characterized as "elevated" and "billowy" which "acts as a emblem of tranquility in a society rediscovering the importance of quiet reflection".

It signifies the first time a pure white has been picked 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 state of being" and reflects a shared desire to slow down, recalibrate and seek peace after years of sensory saturation.

But some critics have branded the decision as "Pantonedeaf", suggesting that promoting sparse and pristine white spaces can seem distant from the smaller, messier homes the majority inhabit.

Some observers propose that presenting white as aspirational carries subtext related to race, landing uncomfortably within ongoing societal conversations about race and representation.

Soothing or Stark?

Designer Chris Beaumont says the counter-reaction transcends aesthetics, arguing that white bears cultural undertones and is rarely a neutral choice.

"White is a signal," he says, shaped by a decade of sparse star homes – most famously Kim Kardashian's stripped-back home – that came to epitomize "affluence, order and distance from disorder".

He clarifies that white is "not about inspiration but being careful not to offend", with Cloud Dancer representing "austerity, virtuous simplicity and the idea that impartiality equals goodness".

Beaumont references the global health crisis as a turning point in how people interact with their homes.

"Overnight they transformed into our offices, refuges and sources of stability," he says, stating that against this backdrop, directing the Colour of the Year towards "more visual emptiness feels rather disconnected".

Rather than offering calm, he contends white now threatens to amplifying "a feeling of emptiness", especially when combined with harsh, sterile lighting.

'A Clinical Atmosphere

An interior designer, a Surrey based interior designer, concurs and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

Although it may suit extremely sparse or architectural spaces, she says bright whites rarely create calm in real homes.

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

"White can feel stark and unforgiving and you wouldn't wish your home to give a medical atmosphere."

She adds that "living spaces should elicit happiness and be inviting and welcoming, and this shade feels quite distant from that."

The critic expresses a desire that homeowners will reject the Pantone Colour of the Year in favour of "unabashed joyful interior design", using vibrant hues to showcase personality.

A representative of the Pantone Colour Institute commented that people "have varied interpretations" 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".

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

Previous selections have included the hopefulness of a vibrant pink-orange, the calm confidence of a deep blue, the vibrancy of Viva Magenta, and most recently softer, emotionally driven tones like Peach Fuzz.

These hues don't just live on trend forecasts - they appear in fashion collections, beauty launches, home decor, packaging and even consumer electronics, shaping how products are marketed and how consumers imagine the year ahead.

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

Contrary to those who say the colour is boring, Robinson sees it as "flexible" and says it's best used in "sleeping quarters and communal spaces where you want a peaceful, calming atmosphere".

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

Interior designer James Mellan-Matulewicz says although he was taken aback that Pantone's selection this year was "essentially 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, explaining that white can work particularly well as a background for design features like wall molding and arched doorways which is a "rising style in modern homes".

In apparel, white has long been a basic rather than a statement and as a Colour of the Year it presents a unique test to designers more accustomed to vibrant colors.

Luxury stylist Oriona Robb says elevating white feels "not focused on newness and more concerned with purpose", indicating a movement towards sophistication after years of trend overloads.

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

But she adds that it also carries presumptions around self-image, way of life and advantage, stating: "If white is treated as something only a narrow group of people can wear well, it becomes divisive."

She says the industry is already cognizant of the problematic connotations tied to celebrating white as an ideal, particularly amid ongoing discussions about representation and accessibility, and the real test will be whether "companies engage with that complexity honestly, or simply glamorize the colour".

A Societal Shift, Not a Fad

Stylist Another expert admits the choice initially shocked her, given Pantone's history of vibrant hues, but says it mirrors a genuine shift and fits within a broader sentiment of "quiet luxury