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For anyone who has spent years living in rental properties, staring at the same standard-issue magnolia 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 influential color company has designated white as its annual hue.

More specifically, the shade is called Cloud Dancer – a white described as "elevated" and "airy" which "acts as a symbol of calming influence in a society rediscovering the importance of introspection".

It marks the initial instance a pure white has been honored as the Colour of the Year, and it has raised more than a few eyebrows.

Per Pantone, Cloud Dancer "transcends mere pigment, it's a mindset" and signifies a shared urge to slow down, reset and find calm after years of aesthetic chaos.

But some commentators have dubbed the decision as "insensitive", arguing that promoting sparse and pristine white spaces can feel disconnected from the smaller, messier homes everyday individuals call home.

Some observers propose that positioning white as an ideal carries racial undertones, creating unease amid continuing societal discussions about race and representation.

Sterile or Serene?

Designer One design critic says the backlash transcends aesthetics, noting that white bears societal connotations and is seldom a neutral choice.

"The color white sends a message," he says, influenced by a decade of minimalist celebrity interiors – most notably Kim Kardashian's stripped-back home – that came to symbolize "affluence, control and distance from chaos".

He explains that white is "not about inspiration but taking care not to offend", with Cloud Dancer embodying "restraint, virtuous simplicity and the idea that impartiality equals goodness".

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

"Overnight they became our workspaces, refuges and sources of stability," he says, noting that in this context, directing the Colour of the Year towards "more visual emptiness seems rather out of step".

Rather than providing calm, he argues white now threatens to intensifying "a sense of emptiness", particularly when paired with cool, clinical lighting.

'Sterile Sensations

Lara Clark, a Surrey based design expert, agrees and says Cloud Dancer "is not perceived as a colour" and is "completely rejected for me".

While it may work in highly minimal or structural spaces, she says pure white shades seldom create calm in everyday living spaces.

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

"White can feel harsh and demanding and you don't want your home to give a medical atmosphere."

She adds that "living spaces should spark joy and be inviting and welcoming, and this hue seems quite removed from that."

The critic hopes that homeowners will reject the Pantone Colour of the Year in preference for "unabashed dopamine décor", using colour to express personality.

The vice president of the Pantone Colour Institute stated that people "bring different feelings" to the meaning of the colour, but it was chosen as it "works seamlessly with everything around it, offering a refined neutrality that feels deliberate and versatile".

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

Previous selections have featured the optimism of Living Coral, the serene assurance of a deep blue, the vibrancy of a bold pink-red, and most recently more gentle, feeling-based tones like Peach Fuzz.

These hues extend beyond trend forecasts - they appear in clothing lines, cosmetic products, home decor, product wrapping and even consumer electronics, influencing how products are sold and how consumers imagine the coming year.

Victoria Robinson, says Cloud Dancer is a "beautiful choice" and while it may seem basic, "this specific hue seems gentle and elegant rather than severe".

In contrast to those who say the colour is dull, Robinson sees it as "flexible" and says it's best used in "bedrooms and living areas where you want a peaceful, calming ambiance".

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

Design expert Another professional says although he was taken aback that Pantone's selection this year was "fundamentally the absence of colour", it is a bit like vanilla ice cream, in that "it is universally accepted but it's nobody's favourite".

He can see its benefits, explaining that white can work especially effectively as a background for architectural details like panelling and curved entries which is a "rising style in contemporary houses".

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

Fashion consultant Oriona Robb says championing white seems "less about novelty and more concerned with purpose", indicating a shift towards refinement after years of fad saturation.

"White forces designers and wearers 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, lifestyle and privilege, stating: "If white is treated as something only a narrow group of people can pull off, it becomes divisive."

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

A Cultural Mood, Not a Trend

Style consultant Another expert admits the choice initially surprised her, considering Pantone's history of vibrant hues, but says it reflects a authentic change and fits within a broader sentiment of "quiet luxury