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For anyone who has spent years 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 white as its annual hue.

More specifically, the shade is called Cloud Dancer – a white touted as "lofty" and "airy" which "serves as a emblem of tranquility in a society re-learning the value of introspection".

It signifies the initial instance a pure white has been picked as the Colour of the Year, and it has generated significant controversy.

Per Pantone, Cloud Dancer "is not just a colour, it's a philosophy" and embodies a collective urge to decelerate, recalibrate and find calm after years of aesthetic chaos.

But some detractors have labelled the decision as "Pantonedeaf", contending that promoting sparse and pristine white spaces can seem distant from the more compact, lived-in homes the majority inhabit.

Some observers contend that presenting white as an ideal carries subtext related to race, landing uncomfortably during continuing societal conversations about race and representation.

Clinical or Calm?

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

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

He clarifies that white is "not about inspiration but taking care not to cause upset", with Cloud Dancer embodying "restraint, virtuous simplicity and the concept that neutrality equals virtue".

Beaumont cites the pandemic as a pivotal moment in how people perceive their homes.

"Suddenly they transformed into our offices, sanctuaries and sources of stability," he says, noting that against this backdrop, directing the Colour of the Year towards "further visual emptiness seems rather out of step".

Instead of providing calm, he argues white now risks intensifying "a feeling of desolation", particularly when paired with cool, clinical lighting.

'Sterile Sensations

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

Although it may work in extremely sparse or architectural spaces, she says bright whites rarely create calm in everyday living spaces.

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

"White can feel stark and demanding and you don't want your home to give hospital vibes."

She continues that "homes should spark joy and feel inviting and welcoming, and this shade feels quite removed from that."

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

The vice president 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 deliberate and adaptable".

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

Past choices have featured the hopefulness of Living Coral, the serene assurance of Classic Blue, the energy of Viva Magenta, and most recently softer, emotionally driven tones like a soft peach.

These hues don't just live on style predictions - they appear in fashion collections, cosmetic products, interiors, product wrapping and even consumer electronics, influencing how products are marketed and how consumers imagine the coming year.

Victoria Robinson, says Cloud Dancer is a "beautiful choice" and while it may seem simple, "this specific hue feels 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 "sleeping quarters and communal spaces where you want a peaceful, calming ambiance".

"Should you don't want to repaint, you can introduce the colour into a room with cushions, blankets and curtains."

Interior designer Another professional says although he was taken aback that Pantone's selection 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 especially effectively as a backdrop for design features like panelling and curved entries which is a "growing trend in modern homes".

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 accustomed to bold shades.

Luxury stylist A styling expert says elevating white seems "not focused on newness and more about intention", reflecting a shift towards sophistication after years of fad saturation.

"White forces designers and wearers alike to concentrate on shape, scale and craftsmanship, there's really no room for error," she clarifies.

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

She says the fashion world is already aware of the uncomfortable undertones associated with celebrating white as an aspirational standard, particularly amid ongoing conversations about inclusion and approachability, and the real test will be whether "brands engage with that nuance authentically, or simply glamorize the colour".

A Societal Shift, Not a Fad

Stylist Another expert admits the choice initially surprised her, given Pantone's history of vibrant hues, but says it mirrors a genuine shift and aligns with a wider mood of "quiet luxury