White Comes in Many Shades from New Sneakers to Fresh Snow: How Xerox Renders a Most Complex Color

White represents many contradictory feelings: fear and hope, celebrating new beginnings and mourning the dead, sand and snow, and other opposites.

“The more you talk about white, the more complicated it gets,” says Rhode Island School of Design professor, James Goggin.

“We turn to white when things are extreme, when they’re big,” adds Jeff Goodby, founder of the advertising agency Goodby, Silverstein & Partners. He knows the color well—he came up with the iconic “Got Milk?” ads. “White might be the most evocative color because it can take on so many different forms,” says Goodby.

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