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

This time around, the influential color company has selected a shade of white as its flagship hue.

To be precise, the shade is called Cloud Dancer – a white touted as "elevated" and "billowy" which "functions as a emblem of tranquility in a society re-learning the importance of introspection".

It signifies the first time a pure white has been picked as the Colour of the Year, and it has raised more than a few eyebrows.

According to Pantone, Cloud Dancer "represents more than a hue, it's a state of being" and signifies a widespread desire to decelerate, recalibrate and achieve serenity after years of aesthetic chaos.

But some critics have dubbed the decision as "out of touch", suggesting that promoting minimalist and immaculate white spaces can seem distant from the more compact, messier homes the majority occupy.

Additional critics propose that framing white as aspirational introduces subtext related to race, causing discomfort within continuing political and cultural dialogues about race and representation.

Soothing or Stark?

Designer One design critic says the criticism goes beyond aesthetics, noting that white carries societal connotations and is seldom a innocuous choice.

"White is a signal," he says, shaped by a ten-year period of sparse star homes – most notably Kim Kardashian's austere home – that came to represent "affluence, order and removal from disorder".

He explains that white is "not about inspiration but being careful not to offend", with Cloud Dancer embodying "restraint, moral minimalism and the concept that neutrality equals virtue".

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

"Suddenly they transformed into our offices, sanctuaries and sources of stability," he says, stating that in this context, pushing the Colour of the Year towards "further visual emptiness feels rather tone-deaf".

Instead of providing calm, he contends white now threatens to intensifying "a sense of bleakness", particularly when combined with harsh, sterile lighting.

'Hospital Vibes'

Lara Clark, a UK-based design expert, agrees and says Cloud Dancer "is not perceived as a colour" and is "firmly in the bin for me".

Although it may suit highly minimal or structural spaces, she says pure white shades seldom foster calm in everyday living spaces.

"What looks serene in a styled shoot can readily feel sterile 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 be inviting and welcoming, and this hue seems quite removed from that."

Beaumont hopes that homeowners will disregard the Pantone Colour of the Year in favour of "full-scale joyful interior design", using vibrant hues to showcase personality.

The vice president of the Pantone Colour Institute commented that people "bring different feelings" to the meaning of the colour, but it was selected as it "works seamlessly with everything around it, providing a sophisticated impartiality that seems deliberate and versatile".

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

Past choices have included the hopefulness of a vibrant pink-orange, the serene assurance of Classic Blue, the vibrancy of Viva Magenta, and more recently softer, feeling-based tones like Peach Fuzz.

These colours extend beyond trend forecasts - they show up in clothing lines, beauty launches, home decor, packaging and even consumer electronics, shaping how products are marketed and how consumers imagine the year ahead.

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

Contrary to those who say the colour is boring, the expert sees it as "adaptable" and says it's best used in "sleeping quarters and communal spaces where you want a peaceful, calming ambiance".

"Should you prefer not to redecorate, you can incorporate the colour into a room with pillows, throws 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 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 background for architectural details like wall molding and arched doorways which is a "growing trend in modern homes".

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

Fashion consultant A styling expert says championing white seems "less about novelty and more concerned with purpose", reflecting a movement towards refinement after years of fad saturation.

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

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

She says the fashion world is already cognizant of the uncomfortable undertones tied to celebrating white as an ideal, especially amid ongoing discussions about representation and accessibility, and the true challenge will be whether "brands address that nuance authentically, or simply aestheticise the colour".

A Reflection of the Times

Style consultant Katie Malik concedes the choice at first surprised her, given Pantone's history of vibrant hues, but says it reflects a genuine shift and aligns with a wider mood of "quiet luxury