People are throwing shade at this shade

The Pantone Color Institute has more than 15,000 colours to choose from when it picks its next colour of the year. So some people were a little surprised this month to learn that next year’s colour would be … well, maybe not even a colour at all.

On Dec. 4, Pantone announced that the colour of 2026 would be white — specifically, a shade of off-white called Cloud Dancer.

Its website says the choice is meant to represent “A Whisper of Tranquility and Peace in a Noisy World.”

However, reactions online have been anything but peaceful.

What is Pantone?

Pantone is a company that creates a colour system that is used as a standard by a number of industries, like graphic design, printing, fashion, home design and more.

The way it works is that all colours are assigned a number by Pantone so that they can be matched.

For example, McDonald’s uses the colours PANTONE 2035-C (a bright red) and PANTONE 1235-C (a golden yellow) for its branding, according to a 2024 design guide.

Anyone working with McDonald’s designs can use those numbers to make sure they’re using the exact same shade of red and yellow, no matter where in the world they are.

Every December since 2000, Pantone has chosen a colour to represent the year ahead.

The colour for 2025 it was Mocha Mousse. For 2024, it was Peach Fuzz, and for 2023, it was Viva Magenta.

A light brown with the text “PANTONE 17-1230 TCX Mocha Mousse,” a peach colour with the text “PANTONE 13-1023 Peach Fuzz” and a deep pink with the text “PANTONE 18-1750 Viva Magenta.”

From left to right: Mocha Mousse, Peach Fuzz and Viva Magenta, the Pantone colours of the year for 2025, 2024 and 2023. (Image credit: Pantone).

Why Cloud Dancer?

The Pantone Colour Institute describes its colour of the year program as an educational way to “engage the design community and colour enthusiasts” in talking about the importance of colour.

It says the colour chosen to represent the year is meant to reflect what is happening in the world at that specific moment.

Cloud Dancer (PANTONE 11-4201) is meant to be calm and serene, encouraging relaxation and representing tranquility and peace in a noisy world, Pantone says.

The announcement also comes with a big marketing push, with brands like Motorola, Post-it Notes and even Play-Doh releasing special versions of their products in the chosen colour.

Left to right, a jar of white Play-Doh floating in clouds, hands holding white Post-It notes, a white smart phone with a triangular pattern on the back.

From left to right, Cloud Dancer limited edition products from Play-Doh, Post-It and Motorola. (Image credit: Playdoh/Instagram, Postit/Instagram, Motorola/Instagram)

Feeling blue over white

Not everybody is tickled pink by the choice of Cloud Dancer as colour of the year. 

Some critics on social media called it bland or underwhelming — and others questioned if white even counts as a colour at all.

Commenters on Pantone’s Instagram account were quick to voice their dislike of the chosen colour, including the official account for popular toy brand Squishmallows.

interiorista_baileyli: Toilet paper was the inspiration?

thatssogemma: Colour declined to participate.

Squishmallows:is the colour in the room with us? Crying in joy emoji

Now we want to know what you think!

Do you like Cloud Dancer? Or do you think there should be a blackout on this shade of white?

Let us know in our poll!

 

 

 

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