Pantone’s 2026 Color of the Year is, well, more like the absence of color.

The color institute’s selection for 2026 is a shade called “Cloud Dancer” that’s about as white as the fluffy cumulonimbus that prompted its namesake.

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It’s meant to be, Pantone says, a “symbol of calming influence in a society rediscovering the value of quiet reflection” – a “blank canvas,” if you will, for a fresh start to the new year. As they do every year, the collaborations have already started to roll in: a Play-Doh partnership for a Cloud Dancer shade of putty, an (appropriate) cloud couch from furniture brand Joybird, even Command strips. (And before you ask, “Aren’t those already white?” … Yes. Yes, they are.)

And brand strategists, product designers and the people of the internet alike all had plenty to say about the (lack of) shade. “Toilet paper was the inspiration?” wrote one commenter on Pantone’s Instagram post announcing Cloud Dancer. Other users called it the “landlord special” – referencing a common bland wall shade for rented apartments – and even brands chimed in, including Beyond Meat: “our unbreaded chicken pieces have entered the chat.”

ASI Media 2025 Salesperson of the Year Finalist Anna Marie Leach of Brilliant (asi/146116) said she wouldn’t be surprised if Cloud Dancer takes over promo next year, given how widespread white products are and how many brands have white in their palettes.

But, she has to admit she’s disappointed in Pantone’s selection.

“I think we’ve collectively decided muted colors and grays are out, and vibrancy and patterns are easing back in,” Leach says. “I genuinely thought the sad beige mom era was in our rearview.”

Products in Cloud Dancer, Pantone’s 2026 Color of the Year, are already available for purchase on Pantone’s site through several collabs, including this vegan leather notebook. (Photo courtesy of Pantone)

But for Lee Ann Mazzarisi, executive director of brand operations at Whitestone (asi/359741), that’s exactly the point. From her point of view, the Cloud Dancer color choice is meant to be an “exhale” rather than a source of major excitement.

“I think it was meant to say, ‘Let’s take a deep breath and step away from this noise,’” she says. “Everything is just loud – what Pantone is doing is saying ‘Here’s a palette cleanse. Here’s a reset.’”

Though many of Pantone’s recent picks have been vibrant – 2023’s “Viva Magenta,” anyone? – it’s far from the first time the institute has gone with a neutral shade. In fact, just last year, its 2025 pick “Mocha Mousse” was everywhere in the fashion and design space. It’s too early to see how Cloud Dancer will stack up – but in the meantime, here are a few ideas for incorporating the hue into promo campaigns.

For the College Merch Store

Most colleges, universities or even high schools feature white somewhere in their logos or branding colors, making this slouchy chic sweatshirt a unique, fashion-forward fit.

Camden spliced crew neck sweatshirt (5523) from Charles River Apparel (asi/44620)

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For the Real Estate Agent

Real estate agents can congratulate and thank buyers at closing with a thoughtful home décor item.

Lamp and candle warmer (SPAH6926) from 1stopromo (asi/54337)

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For the Luxury Travel Brand

Boutique bed and breakfasts, travel agents or even convention center hotels can thank frequent guests or high-status members with a classic duffel (possibly stuffed with even more swag.)

Recycled canvas duffle bag (102628) from Gemline (asi/56070)

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For the Board Members

A 100% cashmere scarf makes for an out-of-the-box appreciation item for executive board members, especially heading into the winter months.

100% cashmere scarf (100CS-1072-000) from Wolfmark (asi/98085)

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