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For many people who has spent a long time renting, confronted by the same standard-issue beige walls and longing for adding some actual personality to their home, Pantone's new Colour of the Year might feel like a personal attack.

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

In detail, the shade is called Cloud Dancer – a white characterized as "elevated" and "airy" which "acts as a emblem of tranquility in a society re-learning the importance of quiet reflection".

It represents the first time a pure white has been chosen as the Colour of the Year, and it has generated significant controversy.

According to Pantone, Cloud Dancer "transcends mere pigment, it's a philosophy" and reflects a widespread desire to decelerate, recalibrate and seek peace after years of sensory saturation.

But some commentators have labelled the decision as "Pantonedeaf", contending that championing sparse and pristine white spaces can feel distant from the smaller, lived-in homes everyday individuals inhabit.

Additional critics contend that positioning white as an ideal introduces subtext related to race, creating unease during continuing political and cultural conversations about inclusion and diversity.

Clinical or Calm?

Designer One design critic says the backlash goes beyond surface appeal, noting that white bears societal connotations and is rarely a innocuous choice.

"The color white sends a message," he says, influenced by a ten-year period 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 embodying "restraint, virtuous simplicity and the notion that impartiality signifies virtue".

The designer cites the pandemic as a defining period in how people relate to their homes.

"Almost instantly they became our workspaces, sanctuaries and sources of stability," he says, adding that in this context, directing the Colour of the Year towards "further aesthetic barrenness feels rather out of step".

Rather than providing calm, he argues white now risks heightening "a feeling of emptiness", particularly when paired with cool, clinical lighting.

'Sterile Sensations

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

While it may suit highly minimal or structural spaces, she says bright whites rarely create calm in real homes.

"An image of tranquility in a styled shoot can easily feel clinical at home," she explains.

"The color white may seem stark and demanding and you wouldn't wish your home to emit hospital vibes."

She continues that "homes should elicit happiness and feel inviting and lived-in, and this hue feels quite removed from that."

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

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 "integrates perfectly with everything around it, providing a sophisticated impartiality that feels deliberate and adaptable".

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

Past choices 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 more gentle, feeling-based tones like Peach Fuzz.

These hues extend beyond style predictions - they show up in fashion collections, cosmetic products, interiors, product wrapping and even technology, influencing how products are sold and how consumers imagine the coming year.

A style and trend expert, says Cloud Dancer is a "elegant choice" and while it may seem simple, "this particular shade seems soft and elegant rather than stark".

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

"Should you don't want to redecorate, you can incorporate the colour into a room with cushions, blankets and drapes."

Design expert James Mellan-Matulewicz says although he was surprised that Pantone's selection this year was "essentially the lack of pigment", it is a bit like a basic flavor, in that "everyone likes it but it's nobody's favourite".

He can see its benefits, explaining that white can work particularly well as a background for design features like wall molding and curved entries which is a "growing trend in contemporary houses".

In fashion, white has long been a basic rather than a bold declaration and as a Colour of the Year it poses a different challenge to designers more familiar with bold shades.

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

"The color white compels designers and those who wear it alike to focus on shape, proportion and craftsmanship, there's really no room for error," she clarifies.

But she adds that it also holds assumptions around self-image, way of life and privilege, saying: "If white is viewed as something only a narrow group of people can pull off, it becomes divisive."

She says the industry is already aware of the uncomfortable undertones associated with celebrating white as an aspirational standard, particularly during continuing discussions about representation and accessibility, and the real test will be whether "brands address that complexity honestly, or simply aestheticise the colour".

A Societal Shift, Not a Fad

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