is features writer with five years of experience covering the companies that shape technology and the people who use their tools.
Pantone’s color of the year for 2026 is white — sorry, Cloud Dancer. Pantone announced the shade on Thursday, and describes it as a “discrete white hue offering a promise of clarity.” The accompanying image shows a person with cropped hair in billowy white clothing, arms outstretched over a background of clouds.
Photo by Amelia Holowaty Krales / The Verge
“PANTONE 11-4201 Cloud Dancer encourages true relaxation and focus, allowing the mind to wander and creativity to breathe, making room for innovation,” the company writes. But all I can see is a recession indicator.
Photo by Amelia Holowaty Krales / The Verge Photo by Amelia Holowaty Krales / The Verge Photo by Amelia Holowaty Krales / The Verge Photo by Amelia Holowaty Krales / The Verge
This is the third year in a row where the Pantone color has slid more and more into unobtrusive, dispassionate shades: in 2024 we had Peach Fuzz, in 2025 it was Mocha Mousse, and now we have moved beyond the neutrals into nothingness. The color of the year is above all a marketing tool, a launchpad to sell cookware and clothing in a new hue — but even by that measure Cloud Dancer feels dire.
There are interesting trends to observe from past recessions: fashion got more boring, more minimal, and more basic, and the startups emerging from the ashes of the Great Recession adopted a similar aesthetic for branding and corporate identity. If you spend any amount of time on social media — especially content geared toward women — this spare, white nothingness will be familiar to you: the Clean Girls should feel right on trend. Cloud Dancer is a continuation of what social media algorithms reward, which these days is whatever appeals to the widest group of people who happen to scroll by.
Photo by Amelia Holowaty Krales / The Verge Photo by Amelia Holowaty Krales / The Verge Photo by Amelia Holowaty Krales / The Verge Photo by Amelia Holowaty Krales / The Verge
There are also the unignorable optics of choosing white as the defining shade after years of rising white nationalism in the US. Pantone told The Washington Post that “skin tones did not factor into this at all.” But the choice, even if not explicitly political, seems like it was meant to generate a reaction — if a jeans ad can get people talking about your brand, why not use a color to stir the pot, too? I guess it really was fitting that “rage bait” was the Oxford word of the year.
Photo by Amelia Holowaty Krales / The Verge