Pantone has released its Colour of the Year for 2026, and the winner is... drumroll please... white. While it's not the most exciting shade on paper, the world's leading authority on colour claims the "lofty" white is much more than blank space.
While colour theory teaches us that certain shades hold different emotional qualities, white is often viewed as the most uninspired. Despite Pantone's predictably arty explanation behind next year's hottest shade, it seems creatives are less than convinced by the nuance of 'Cloud Dancer'.
