There is something about white that attracts Israelis. Maybe it’s the fresh start, maybe the cleanliness, maybe simply the feeling that you can begin again. Tambour knows this very well. Tambour, Israel’s largest paint and finishing products company, announces the Color of the Year for 2026: WW2202 Lucid Vision – “Seeing Clearly,” a clean and clear white shade chosen under the influence of the past year.
“After two years of wars accompanied by uncertainty, fears and doubts, we are looking ahead with aspiration and hope to open a new page. We long for a fresh start, to look forward to the horizon and see far and clear, to act from a vision of building a better present and future here. Our Color of the Year expresses the desire to start anew,” says Sharon Bruckner, VP of Marketing at Tambour.
“The Whitest White”
WW2202 Lucid Vision is part of a new collection of eight shades designed specifically for Tambour’s Supercryl 2000, an acrylic paint with a refined sheen and a new base – WW, enriched with innovative additives that significantly improve light reflection and maximum accuracy in undertones – Tambour’s “whitest white.”
“With more than 700 tinting machines in retail chains and private stores across the country, our tinting data shows that Israelis love the sense of space and openness that white shades provide, and they pay attention to the differences between one white shade and another,” says Bruckner.
Most Israelis paint their homes white. This is according to a survey Tambour conducts annually through the SAPIO Research Institute. The latest survey, conducted in March 2025, found that among those planning to paint their home, the preferred shade is soft white (69%), even higher than the measurement taken a year earlier (60%).
Why White?
“White symbolizes new beginnings, hope, cleanliness and innocence, clarity, lucidity and festivity,” explains Niva Yechiav Alon, Head of Design and Inspiration at Tambour. “The white architecture in the early days of the state was associated with pioneering, modesty and practicality. It was a clean slate that held endless possibilities and allowed for shaping a local-Israeli design identity. In a way, we long to return to that mindset, one that represents constructing and revitalizing a new, better reality.”
“Throughout 2026, Tambour is celebrating 90 years of paint, which gives us a long-term perspective on the colors Israelis love and choose,” adds Bruckner.