The Color of the Year Is an Exercise in Absurdity
Pantone’s latest pick is strange. The company itself is stranger.
TL;DR
- Pantone announced "Cloud Dancer," a shade of white, as its Color of the Year for 2026.
- The choice sparked controversy, with some criticizing it as tone-deaf due to the historical and social associations with the color white.
- Pantone's business model relies on selling color standards and formulas to ensure color consistency across different media and products.
- The company has expanded its business to include consulting, trend forecasting, and licensing its brand for various consumer products.
- The "Color of the Year" announcement, initiated in 2000, has become a major commercial and cultural event, drawing attention to Pantone and driving sales of branded products.
- Companies like Mandarin Oriental, Joybird, 3M, and Play-Doh are incorporating "Cloud Dancer" into their products and services.