Pantone 2026: Why the white choice divided the internet (and what your brand can learn from it)

When Pantone announced Cloud Dancer as the 2026 Color of the Year, the design world's reaction was... let's say, intense. And divided.

On one side, the color giant defended the choice as a symbol of clarity, pause, and fresh starts in chaotic times. On the other, designers worldwide criticized the timing, questioned the lack of boldness, and even called the decision a "recession indicator."

But before we dive into the debate (which is really good), let's understand one thing: why does the color of the year matter so much anyway?

Pantone doesn't choose colors randomly

Since 2000, the Pantone Color Institute has annually defined a color that, according to them, represents the zeitgeist — the spirit of the times. And it's not a guess. The process involves deep analysis of:

• Consumer behavior

• Trends in fashion, art, technology, and entertainment

• Cultural and political movements

• Global economy

When the color of the year is announced, it becomes an immediate reference for entire industries: fashion, architecture, product design, packaging, branding, advertising. It's influence on a global scale.

And 2026 brought something that hadn't happened since 1999: a shade of white.

Cloud Dancer: the color nobody asked for (according to the internet)

Pantone 11-4201 Cloud Dancer is officially described as a warm, airy white that "offers a promise of clarity" and "release from the distraction of external influences."

Leatrice Eiseman, Executive Director of the Pantone Color Institute, explained:

"The cacophony that surrounds us has become overwhelming, making it harder to hear the voices of our own inner selves. Cloud Dancer is a conscious statement of simplification."

Beautiful statement. But the internet didn't buy it.

What designers said:

Jason Rhee (designer at Rheefined Company) poked at the political timing:"Choosing the color white during this social and political climate really says something..."

Jennifer Cataldo (Maison Cataldo) was direct:"As a designer, my immediate reaction was disappointment. It feels safe and unimaginative in a moment when design is craving depth and soul."

And social media comments didn't hold back:💬 "The color of the year being colorless is a recession indicator."💬 "If I'm burnt out, white isn't gonna cure it. It's sterile, dull."💬 "Your choice is about as inspired as mayonnaise."

Ouch.

But what about the data? What does it say?

Here's where it gets interesting. Because as much as white generated outrage, the numbers tell a different story.

Minimalism is still the public's favorite

According to Adobe research (2023), nearly two-thirds of consumers (66%) favor minimalist designs. The trend is especially strong among Millennials and Gen Z — precisely the audience that consumes and shares visual content online the most.

The graphic design market, by the way, is expected to grow from USD 55.10 billion in 2025 to USD 81.30 billion by 2030. In other words: design (and its trends) moves a LOT of money.

But there's a catch: maximalism is coming back

At the same time minimalism dominates preferences, there's a growing movement of maximalism as a reaction. Especially Gen Z, tired of the "sea of visual sameness" created by years of generic minimalism, seeks visual experiences that "stop the scroll."

It's the pendulum effect: when everyone does the same thing, being different becomes strategy.

And there's more: 82.7% use dark mode

Here comes the ultimate irony: 82.7% of consumers use dark mode on their devices. And Pantone chooses... white.

Coincidence? Necessary counterpoint? Disconnection from digital reality?

Everyone draws their own conclusion.

What your brand should learn from this controversy

Okay, enough data and debates. Let's get to what matters for you and your company.

1. Trends aren't instruction manuals

Cloud Dancer may be the color of the year. But that doesn't mean it needs to be in your brand palette.

Following trends without criteria is the fastest way to dilute your visual identity. White can be sophisticated minimalism or purposeless void — it all depends on the concept behind it.

2. Context matters (a lot)

The Cloud Dancer controversy shows that timing and context weigh as much as aesthetics. A color can carry different meanings depending on the cultural, political, and social moment it's presented in.

So before embracing any trend, ask:

• Does this make sense for my audience?

• Does it align with my brand values?

• Or do I just want to look "current"?

3. Identity > Hype

Strong brands don't chase trends — they create references.

Think about Coca-Cola (vibrant red), Tiffany (signature blue), Nubank (purple that became a trademark). These brands didn't change their colors when Pantone announced something new. Because well-built visual identity sustains — it doesn't expire.

4. But don't ignore the world around you either

Just because you shouldn't blindly follow trends doesn't mean you should completely ignore them.

Understanding what's trending helps you:

• Contextualize your positioning

• Identify differentiation opportunities

• Anticipate changes in consumer behavior

Trends inspire. Identity sustains.The difference between amateur and professional brands lies precisely in knowing when to ride the wave — and when to swim against it.

So, was Cloud Dancer a good choice?

Depends on how you look at it.

If the goal was to generate conversation, debate, and reflection on the role of color in contemporary design? Mission accomplished. No one talked about Pantone as much as in 2026.

If the goal was to offer a universally loved and applicable color? That's another story.

But maybe that's precisely the point: not every choice needs to please. Some just need to provoke.

And Cloud Dancer provoked. It showed that simplicity can be revolutionary — or problematic — depending on context. That white can be a necessary pause or an escape from reality. That trends are powerful, but never bigger than identity.

What about your brand? Are you following trends or building identity?

If you still don't have clarity about your company's visual identity — or if you feel you're just "doing what everyone else does" — maybe it's time to rethink.

At AJ Creatività, we don't build brands that expire with the next trend.We create strategic visual identities that truly speak to who your company is and who it wants to reach.

Because at the end of the day, white, black, colorful, or monochromatic — what really matters is whether your brand has something to say.

📩 Let's talk about your brand's identity?Get in touch and discover how to turn design into strategy.

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Sources and references

• Pantone Color Institute — Official statements about Cloud Dancer 2026

• Adobe Consumer Research 2023 — Consumer design preferences

• Designer reactions: Jason Rhee (Rheefined Company), Jennifer Cataldo (Maison Cataldo), Emily Simmons

• Dark mode usage statistics and digital behavior 2024

• Graphic design market report 2025-2030