A Colorless Controversy: How Pantone’s 2026 Choice Sparked Outrage
Pantone’s annual “Color of the Year” selection is typically viewed as a cultural barometer, intended to reflect and influence the aesthetic and emotional landscape of the coming year. The announcement, eagerly anticipated by designers and industry experts, aims to distill the prevailing zeitgeist into a single hue. However, Pantone’s 2026 choice - “Cloud dancer,” a near-white shade – has proven to be anything but unifying, igniting a wave of criticism and controversy.
The selection surprised many, notably following the success of 2025’s warm brown, Mocha Mousse, which reinforced Pantone’s reputation for accurately capturing the current mood. While pantone described Cloud Dancer as “a symbol of calming influence in a frenetic society that is rediscovering the value of thoughtful consideration and quiet reflection,” the response was overwhelmingly negative.
The launch imagery, featuring a woman in white gazing at a white sky, intended to evoke contemplation, instead landed poorly in the current political climate.New York Times critic Vanessa Friedman pointed out that, far from neutrality, “less salubrious associations instantly spring to mind.” In a context marked by racial tensions, reversals in diversity initiatives, and rising nationalist rhetoric, the color white carries a heavy symbolic weight.
The backlash quickly spread to social media, where the choice was labeled a “microaggression” and drew comparisons to the recent controversy surrounding an American Eagle advertisement featuring Sydney Sweeney, which was criticized for perceived eugenic undertones. Users connected the colorless choice to broader economic, political, and cultural anxieties. Some interpreted it as a pessimistic economic forecast - “The color of the year being white is an indicator of recession, that’s it” – while others accused Pantone of purposeful provocation or seeking engagement through controversy (“Is this rage bait?”).
Criticism extended to the core of Pantone’s identity,with one comment stating,”White is the absence of color,and you are a company of color. This shows a stunning lack of creativity and a complete disconnect with the artistic communities.” The color was even linked to American supremacist imagery, with some sarcastically labeling it “such a magical color.”
The controversy wasn’t confined to the United states. In Brazil, paint brand Suvinil seized the chance to differentiate itself, announcing its own vibrant colors – “Tempestade” (Storm) and “Cipó da Amazônia” (Amazonian Vine) – as a direct response to Pantone’s choice.
Now, Cloud Dancer faces the challenge of justifying its selection and proving its relevance to a year yet to unfold.Rather of fostering serenity, Pantone’s 2026 Color of the Year has become a source of debate and a critically important misstep for the creative industry.
