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For those who has spent years living in rental properties, confronted by the same standard-issue beige walls and longing for adding some actual personality to their home, Pantone's latest Colour of the Year might be perceived as a personal attack.

This time around, the renowned color company has selected white as its flagship hue.

More specifically, the shade is called Cloud Dancer – a white touted as "lofty" and "billowy" which "serves as a symbol of calming influence in a society rediscovering the importance of quiet reflection".

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

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

But some critics have labelled the decision as "Pantonedeaf", arguing that promoting minimalist and pristine white spaces can feel far removed from the smaller, messier homes the majority call home.

Additional critics contend that presenting white as an ideal carries racial undertones, causing discomfort within current societal discussions about inclusion and diversity.

Soothing or Stark?

Designer Chris Beaumont says the counter-reaction goes beyond surface appeal, stating that white carries societal connotations and is seldom a innocuous choice.

"The color white sends a message," he says, shaped by a ten-year period of sparse star homes – most notably Kim Kardashian's stripped-back home – that came to epitomize "affluence, order and distance from chaos".

He elaborates that white is "not intended to inspire but taking care not to cause upset", with Cloud Dancer representing "austerity, virtuous simplicity and the idea that impartiality denotes virtue".

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

"Suddenly they transformed into our workspaces, sanctuaries and emotional anchors," he says, adding that in this context, pushing the Colour of the Year towards "more aesthetic barrenness feels rather out of step".

Rather than providing calm, he believes white now risks amplifying "a feeling of desolation", especially when combined with harsh, sterile lighting.

'Hospital Vibes'

An interior designer, a Surrey 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 extremely sparse or structural spaces, she says bright whites rarely create calm in real homes.

"An image of tranquility in a professional photo can easily feel sterile at home," she explains.

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

She continues that "living spaces should elicit happiness and be inviting and welcoming, 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 "full-scale dopamine décor", using vibrant hues to showcase personality.

The vice president of the Pantone Colour Institute commented that people "have varied interpretations" to the meaning of the colour, but it was selected as it "works seamlessly with everything around it, offering a refined neutrality that seems intentional 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 a vibrant pink-orange, the serene assurance of Classic Blue, the vibrancy of Viva Magenta, and more recently more gentle, emotionally driven tones like Peach Fuzz.

These hues don't just live on trend forecasts - they appear in fashion collections, cosmetic products, home decor, packaging and even consumer electronics, influencing how products are marketed and how consumers envision the year ahead.

Victoria Robinson, says Cloud Dancer is a "elegant choice" and while it may seem basic, "this specific hue seems gentle and refined 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 "bedrooms and communal spaces where you want a peaceful, calming ambiance".

"Should you prefer not to redecorate, you can introduce the colour into a room with pillows, blankets and drapes."

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 "it is universally accepted but it's nobody's favourite".

He can see its merits, explaining that white can work especially effectively as a background 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 bold declaration and as a Colour of the Year it poses a different challenge to designers more familiar with bold shades.

Fashion consultant A styling expert says championing white feels "not focused on newness and more about intention", indicating a shift towards sophistication after years of trend overloads.

"The color white compels designers and those who wear it alike to concentrate on form, scale and quality, there's really nowhere to hide," she clarifies.

But she continues that it also carries assumptions around body confidence, way of life and advantage, saying: "When 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 problematic connotations associated with celebrating white as an aspirational standard, particularly during ongoing conversations about inclusion and accessibility, and the real test will be whether "companies address that nuance authentically, or simply glamorize the colour".

A Reflection of the Times

Style consultant Another expert concedes the choice initially shocked her, considering Pantone's history of vibrant hues, but says it reflects a authentic change and fits within a wider mood of "quiet luxury