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For many people who has spent years living in rental properties, confronted by the same standard-issue magnolia walls and longing for adding some actual personality to their home, Pantone's latest Colour of the Year might seem like a disappointing choice.

This time around, the renowned color company has designated a shade of white as its annual hue.

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

It signifies the first time white has been picked as the Colour of the Year, and it has sparked considerable debate.

Per Pantone, Cloud Dancer "is not just a colour, it's a mindset" and signifies a shared yearning to decelerate, reset and achieve serenity after years of visual overload.

But some critics have branded the decision as "Pantonedeaf", arguing that championing sparse and immaculate white spaces can seem far removed from the smaller, lived-in homes the majority inhabit.

Additional critics contend that presenting white as an ideal carries subtext related to race, creating unease within current societal conversations about race and representation.

Clinical or Calm?

Designer Chris Beaumont says the backlash goes beyond aesthetics, noting that white bears cultural undertones and is rarely a innocuous choice.

"The color white sends a message," he says, influenced by a decade of sparse star homes – most famously Kim Kardashian's austere home – that came to epitomize "affluence, order and removal from disorder".

He elaborates that white is "not intended to inspire but taking care not to offend", with Cloud Dancer personifying "austerity, virtuous simplicity and the idea that neutrality denotes virtue".

The designer points to the global health crisis as a defining period in how people perceive their homes.

"Suddenly they transformed into our offices, refuges and sources of stability," he says, noting that against this backdrop, directing the Colour of the Year towards "more aesthetic barrenness feels rather tone-deaf".

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

'A Clinical Atmosphere

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

While it may work in extremely sparse or architectural spaces, she says pure white shades rarely foster calm in everyday living spaces.

"What looks serene in a styled shoot can easily feel clinical at home," she clarifies.

"The color white may seem harsh and demanding and you don't want your home to emit clinical feelings."

She continues that "living spaces should spark joy and feel inviting and lived-in, and this hue feels quite distant from that."

Beaumont expresses a desire that homeowners will reject the Pantone Colour of the Year in favour of "unabashed dopamine décor", using vibrant hues to showcase individuality.

A representative of the Pantone Colour Institute commented that people "bring different feelings" to the significance of the colour, but it was selected as it "works seamlessly with everything around it, providing a refined neutrality that feels deliberate and adaptable".

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

Past choices have included the hopefulness of Living Coral, the serene assurance of a deep blue, the vibrancy of a bold pink-red, and more recently more gentle, emotionally driven tones like a soft peach.

These colours extend beyond style predictions - they show up in fashion collections, cosmetic products, home decor, packaging and even consumer electronics, shaping how products are marketed and how consumers imagine the coming year.

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

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

"Even if you prefer not to repaint, you can introduce the colour into a room with pillows, blankets and drapes."

Interior designer James Mellan-Matulewicz says although he was taken aback that Pantone's selection this year was "essentially the absence of colour", it is a bit like vanilla ice cream, in that "everyone likes it but it's not a top choice".

He can see its benefits, explaining that white can work particularly well as a backdrop for design features like wall molding and curved entries which is a "rising style in modern homes".

In fashion, white has long been a basic rather than a statement and as a Colour of the Year it poses a unique test to designers more accustomed to bold shades.

Fashion consultant Oriona Robb says elevating white feels "not focused on newness and more about intention", reflecting a shift towards refinement after years of trend overloads.

"The color white compels 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 holds assumptions around self-image, way of life and privilege, 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 uncomfortable undertones tied to celebrating white as an ideal, especially during ongoing discussions about representation and accessibility, and the real test will be whether "brands address that complexity authentically, or simply aestheticise the colour".

A Societal Shift, Not a Fad

Style consultant Katie Malik admits the choice at first surprised 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