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For many people who has spent a long time renting, staring at the same landlord-approved magnolia walls and dreaming of adding some actual personality to their home, Pantone's latest Colour of the Year might be perceived as a direct affront.

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

In detail, the shade is called Cloud Dancer – a white touted as "lofty" and "airy" which "acts as a symbol of tranquility 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 state of being" and embodies a widespread desire to decelerate, recalibrate and achieve serenity after years of sensory saturation.

But some critics have dubbed the decision as "insensitive", contending that elevating minimalist and immaculate white spaces can feel disconnected from the smaller, messier homes the majority call home.

Others argue that positioning white as an ideal risks subtext related to race, causing discomfort amid continuing societal dialogues about inclusion and diversity.

Soothing or Stark?

Designer Chris Beaumont says the counter-reaction transcends aesthetics, noting that white holds deeper meanings 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 austere home – that came to represent "affluence, control and removal from chaos".

He clarifies that white is "not intended to inspire but taking care not to offend", with Cloud Dancer representing "restraint, virtuous simplicity and the idea that neutrality equals goodness".

The designer references the global health crisis as a pivotal moment in how people relate to their homes.

"Suddenly they became our offices, refuges and sources of stability," he says, adding that against this backdrop, pushing the Colour of the Year towards "further aesthetic barrenness seems rather out of step".

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

'A Clinical Atmosphere

Lara Clark, a UK-based design expert, agrees 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 pure white shades rarely create calm in everyday living spaces.

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

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

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

Beaumont expresses a desire that homeowners will disregard the Pantone Colour of the Year in preference for "full-scale dopamine décor", using colour 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 "integrates perfectly with everything around it, providing a refined neutrality that seems deliberate and adaptable".

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

Previous selections have featured the optimism of Living Coral, the serene assurance of Classic Blue, the energy of a bold pink-red, and most recently softer, emotionally driven tones like a soft peach.

These colours don't just live on trend forecasts - they show up in fashion collections, cosmetic products, interiors, product wrapping and even consumer electronics, shaping how products are marketed and how consumers imagine the year ahead.

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

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

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

Interior designer Another professional says although he was surprised that Pantone's pick this year was "fundamentally the lack of pigment", it is a bit like a basic flavor, in that "it is universally accepted but it's nobody's favourite".

He can see its benefits, noting that white can work particularly well as a backdrop for design features like wall molding and arched doorways 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 presents a different challenge to designers more familiar with vibrant colors.

Luxury stylist A styling expert says championing white seems "not focused on newness and more concerned with purpose", indicating a shift towards sophistication after years of trend overloads.

"White forces designers and wearers alike to focus on shape, scale and craftsmanship, there's really nowhere to hide," she clarifies.

But she adds that it also carries assumptions around body confidence, lifestyle and advantage, stating: "If white is viewed 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 tied to celebrating white as an aspirational standard, particularly during ongoing conversations about representation and approachability, and the real test will be whether "brands engage with that nuance honestly, or simply aestheticise the colour".

A Reflection of the Times

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