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For anyone 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 new Colour of the Year might seem like a personal attack.

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

To be precise, the shade is called Cloud Dancer – a white touted as "elevated" and "airy" which "serves as a emblem of tranquility in a society re-learning the value of quiet reflection".

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

As stated by Pantone, Cloud Dancer "is not just a colour, it's a philosophy" and reflects a shared urge to decelerate, reset and find calm after years of visual overload.

But some commentators have labelled the decision as "out of touch", suggesting that championing sparse and immaculate white spaces can feel far removed from the smaller, messier homes the majority inhabit.

Others propose that framing white as an ideal carries subtext related to race, creating unease during continuing societal discussions about race and representation.

Soothing or Stark?

Interior expert One design critic says the counter-reaction goes beyond aesthetics, noting that white holds societal connotations and is rarely a innocuous choice.

"The color white sends a message," he says, influenced by a decade of minimalist celebrity interiors – most notably Kim Kardashian's austere home – that came to represent "wealth, control and removal from chaos".

He elaborates that white is "not intended to inspire but being careful not to cause upset", with Cloud Dancer embodying "restraint, moral minimalism and the idea that impartiality equals virtue".

Beaumont points to the pandemic as a pivotal moment in how people perceive their homes.

"Suddenly they became our workspaces, sanctuaries and sources of stability," he says, adding that in this context, directing the Colour of the Year towards "further aesthetic barrenness seems rather disconnected".

Instead of offering calm, he contends white now risks amplifying "a sense of emptiness", particularly when combined with harsh, sterile lighting.

'Sterile Sensations

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

While it may suit extremely sparse or structural spaces, she says bright whites seldom foster calm in real homes.

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

"White can feel harsh and unforgiving and you don't want your home to give clinical feelings."

She continues that "homes should elicit happiness and be warm and lived-in, and this hue seems 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 colour to express personality.

The vice president of the Pantone Colour Institute stated that people "have varied interpretations" to the meaning of the colour, but it was selected as it "integrates perfectly with everything around it, offering a sophisticated impartiality that seems deliberate and versatile".

Since its launch in 2000, Pantone's Colour of the Year has become a powerful industry signal.

Past choices have featured the hopefulness of a vibrant pink-orange, the serene assurance of Classic Blue, the energy of Viva Magenta, and most recently softer, emotionally driven tones like a soft peach.

These hues extend beyond trend forecasts - they show up in fashion collections, cosmetic products, interiors, product wrapping 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 seem basic, "this particular shade feels gentle and elegant rather than stark".

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 living areas where you want a peaceful, calming atmosphere".

"Even if you prefer not to repaint, 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 lack of pigment", it is a bit like vanilla ice cream, in that "everyone likes it but it's nobody's favourite".

He can see its benefits, explaining that white can work particularly well as a backdrop for design features like panelling and arched doorways which is a "growing trend in contemporary houses".

In fashion, white has long been a basic rather than a bold declaration and as a Colour of the Year it poses a different challenge to designers more familiar with vibrant colors.

Fashion consultant A styling expert says elevating white feels "less about novelty and more about intention", indicating a shift towards refinement after years of trend overloads.

"The color white compels designers and those who wear it alike to focus on shape, scale and craftsmanship, there's really nowhere to hide," she explains.

But she adds that it also holds presumptions around self-image, way of life and privilege, saying: "When white is viewed as something only a limited subset of people can pull off, it becomes divisive."

She says the fashion world is already cognizant of the problematic connotations associated with lauding white as an ideal, especially during ongoing conversations about inclusion and approachability, and the true challenge will be whether "brands engage with that complexity honestly, or simply aestheticise the colour".

A Cultural Mood, Not a Trend

Style consultant Another expert concedes the choice at first shocked her, given Pantone's history of vibrant hues, but says it reflects a authentic change and aligns with a broader sentiment of "quiet luxury