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For many people who has spent years living in rental properties, confronted by the same standard-issue magnolia walls and dreaming of injecting personal style 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 a shade of white as its flagship hue.

More specifically, the shade is called Cloud Dancer – a white characterized as "lofty" and "billowy" which "functions as a emblem of tranquility in a society re-learning the value of stillness".

It represents 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 philosophy" and signifies a collective desire to slow down, reset and achieve serenity after years of visual overload.

But some critics have branded the decision as "insensitive", contending that elevating minimalist and immaculate white spaces can feel distant from the smaller, lived-in homes most people occupy.

Others contend that positioning white as an ideal carries racial undertones, causing discomfort during continuing political and cultural discussions about inclusion and diversity.

Soothing or Stark?

Designer Chris Beaumont says the counter-reaction goes beyond aesthetics, noting that white bears societal connotations and is seldom a innocuous choice.

"The color white sends a message," he says, shaped by a decade of sparse star homes – most famously Kim Kardashian's stripped-back home – that came to symbolize "wealth, control and removal from chaos".

He elaborates that white is "not intended to inspire but being careful not to offend", with Cloud Dancer representing "austerity, virtuous simplicity and the idea that impartiality signifies goodness".

Beaumont references the pandemic as a turning point in how people interact with their homes.

"Almost instantly they became our offices, refuges and emotional anchors," he says, noting that in this context, directing the Colour of the Year towards "more aesthetic barrenness feels rather disconnected".

Rather than providing calm, he believes white now threatens to amplifying "a sense of bleakness", especially when combined with cool, clinical lighting.

'Hospital Vibes'

Lara Clark, a Surrey based design expert, concurs and says Cloud Dancer "doesn't really read as a colour" and is "firmly in the bin for me".

Although it may suit highly minimal or architectural spaces, she says pure white shades seldom create calm in real homes.

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

"The color white may seem stark and unforgiving and you wouldn't wish your home to give a medical atmosphere."

She adds that "living spaces should elicit happiness and feel warm and lived-in, and this hue seems quite removed from that."

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

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

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 calm confidence of Classic Blue, the vibrancy of Viva Magenta, and most recently more gentle, feeling-based tones like a soft peach.

These colours don't just live on trend forecasts - they show up in clothing lines, cosmetic products, home decor, packaging and even technology, influencing how products are marketed and how consumers imagine the year ahead.

A style and trend expert, says Cloud Dancer is a "beautiful choice" and while it may seem simple, "this specific hue feels gentle and elegant rather than severe".

In contrast to those who say the colour is boring, Robinson sees it as "adaptable" and says it's best used in "sleeping quarters and living areas where you want a peaceful, restful atmosphere".

"Even if you prefer not to redecorate, you can introduce the colour into a room with cushions, blankets and curtains."

Design expert Another professional says although he was surprised that Pantone's pick 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 merits, noting that white can work especially effectively as a backdrop for design features like wall molding and curved entries which is a "rising style in modern homes".

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

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

"White forces designers and those who wear it alike to focus on form, scale and craftsmanship, there's really no room for error," she explains.

But she continues that it also carries presumptions around body confidence, way of life and privilege, stating: "When white is viewed as something only a limited subset of people can pull off, it becomes exclusionary."

She says the industry is already aware of the uncomfortable undertones tied to lauding white as an ideal, particularly during continuing conversations about inclusion and approachability, and the true challenge will be whether "companies engage with that nuance authentically, or simply glamorize the colour".

A Societal Shift, Not a Fad

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