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For many people who has spent years living in rental properties, staring at the same standard-issue beige walls and longing for adding some actual personality to their home, Pantone's new Colour of the Year might feel like a direct affront.

This year, the influential color company has chosen a shade of white as its premier hue.

In detail, the shade is called Cloud Dancer – a white characterized as "lofty" and "billowy" which "serves as a emblem of tranquility in a society rediscovering the importance of stillness".

It marks the first time a pure white has been chosen as the Colour of the Year, and it has sparked considerable debate.

As stated by Pantone, Cloud Dancer "represents more than a hue, it's a philosophy" and reflects a widespread urge to slow down, reset and achieve serenity after years of aesthetic chaos.

But some critics have branded the decision as "Pantonedeaf", suggesting that promoting sparse and immaculate white spaces can seem far removed from the smaller, lived-in homes everyday individuals occupy.

Additional critics propose that framing white as aspirational risks subtext related to race, causing discomfort during ongoing political and cultural discussions about race and representation.

Clinical or Calm?

Designer One design critic says the counter-reaction transcends surface appeal, stating that white carries societal connotations and is seldom a neutral choice.

"White is a signal," he says, influenced by a decade of minimalist celebrity interiors – most famously Kim Kardashian's stripped-back home – that came to epitomize "affluence, control and removal from chaos".

He elaborates that white is "not about inspiration but being careful not to offend", with Cloud Dancer personifying "austerity, virtuous simplicity and the notion that impartiality signifies goodness".

Beaumont cites the global health crisis as a turning point in how people interact with their homes.

"Almost instantly they became our offices, refuges and emotional anchors," he says, stating that in this context, pushing the Colour of the Year towards "further aesthetic barrenness feels rather tone-deaf".

Rather than offering calm, he contends white now risks amplifying "a sense of desolation", especially when paired with harsh, sterile lighting.

'Sterile Sensations

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

While it may suit highly minimal or architectural spaces, she says bright whites seldom foster calm in real homes.

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

"The color white may seem stark and demanding and you wouldn't wish your home to emit clinical feelings."

She adds that "living spaces should elicit happiness and be inviting and welcoming, and this hue feels quite removed from that."

Beaumont hopes that homeowners will disregard the Pantone Colour of the Year in favour of "unabashed dopamine décor", using vibrant hues to express individuality.

A representative of the Pantone Colour Institute stated that people "bring different feelings" to the significance of the colour, but it was selected as it "integrates perfectly with everything around it, providing a sophisticated impartiality that seems deliberate and adaptable".

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

Previous selections have included the optimism of Living Coral, the serene assurance of Classic Blue, the vibrancy of a bold pink-red, and more recently softer, feeling-based tones like a soft peach.

These hues don't just live on trend forecasts - they show up in fashion collections, cosmetic products, home decor, packaging and even technology, 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 seem simple, "this specific hue seems soft and elegant rather than severe".

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

"Should you prefer not to redecorate, you can incorporate the colour into a room with cushions, throws 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 merits, explaining that white can work especially effectively as a backdrop for design features like wall molding and curved entries which is a "rising style in contemporary houses".

In fashion, white has long been a staple rather than a statement and as a Colour of the Year it poses a unique test to designers more familiar with vibrant colors.

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

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

But she continues that it also holds assumptions around self-image, way of life and privilege, stating: "If white is viewed as something only a narrow group of people can wear well, it becomes divisive."

She says the industry is already cognizant of the problematic connotations tied to lauding white as an aspirational standard, especially during continuing conversations about inclusion and accessibility, and the true challenge will be whether "brands address that nuance authentically, or simply glamorize the colour".

A Societal Shift, Not a Fad

Stylist Katie Malik concedes the choice at first surprised her, considering Pantone's track record of vibrant hues, but says it mirrors a genuine shift and aligns with a wider mood of "quiet luxury