Having tried a few over the years, Farrow and Ball's All White is the one for me. Modern and crisp and flat as you like.

ps. do a few bits in F+B Downpipe too, the contrast is great.

Benjamin Moore Atrium White. Seems to go well with every red or blue or gray I own.

Behr Ultra White in flat is perfect.

For a true White there is only one; Benjamin Moore Designer White
For a more Off White; Benjamin Moore Navajo White

These are two very good staples and you can't beat the quality.. Good Luck !!

I think you should use an ordinary white latex paint to get a crispy white effect (it worked in my apartment with a cheap normal paint, but then I am Dutch so I do not know about paint from regular DIY shops) I only used an expensive black paint behind my sink as I wanted it to be chalkpaint from Painting the past.

Good luck even if I wasn't much of a help ;)

Benjamin moore cloud white. Crisp and bright without being too harsh.

I like whites in a eggshell or semi gloss finsih to advoid looking chalky and makes it easy to clean.

It will depend on the exposure you have in the room, some whites can look like a institution.

If you can get away with a pure white white look a Behr- Ultra Pure White good for a budget.

My favorite crisp white is Benjamine Moore Dove White very univeral.

What is really dreamy is Farrow & Ball Pointing, it looks great with brick and woods. Has so much depth best used if lots of trim and molding. It looks like like a pillowy pile of buttery marshmellows..can't explain it but its very luxurious.

Yes, lighting has a lot to do with if your white will look yellow or blue, so grab some samples and tack em on the wall. I'd go for a satin finish, a flat white tends to look rough and loss tends to drive me nuts, satin is the love child of the two.

It seems to me that BM Cloud White is touted as the perfect-for-anything-and-everything white. I have not used it myself though.
Congrats on finding your apartment, I am excited for you, and doubly so because of the exposed brick (a weakness of mine)!

When it comes to the paint selection, I guess you may get as many suggestions as there are responses so I am not sure if it will help you. I would say think about what you really want - do you want a really bright crisp white, or do you want something something a bit less harsh, still white, but a bit more mellow? I painted my bedroom BM's Feather Down and I think I have had it for .... hm, 4 years? That must be a personal record of mine because I am known to repaint any room on a whim.
The Feather White may look, compared to crisp "white" white a bit dirty (it is not a pure white) but it suits me just fine.
I would suggest you can samples from friends (at least those who know what kind of white they used) or buy tester containers. You will have to paint a small area on your wall to decide which is your preferred kind. Don't forget that even white will change somewhat depending on time of the day and light.

Just yesterday, i painted my trim BM decorators' white. It is perfectly crisp, and works for me with the warm wood floor and low nyc winter light . Love it

I like Mythic Paint because it's nontoxic and they have a beautiful white paint called Helios. It's a clean white with a slightly blue tint - it's honestly the best white paint I've ever seen.

Whatever white you choose, get a zero VOC paint. You will be so happy that you will be able to breathe in your apartment while you paint & later that night when you wanna sleep.

I can highly recommend Ben Moore zero voc paints- Aura is like butter for the trim & Natura is excellent for the walls. Hopefully you can get a decorator's discount from your local shop :) That paint ain't cheap!

Glidden in Swiss Coffee in a satin finish. Painted most of my apartment this color. I have a lot of warm tones, dark trim and hardwoods. Looks great.

Forget names and suggestions. Pick up a bunch of paint chips. Pick some that are a bit creamy off-white, as well as the brighter whites you think you want. Get whites with all backing tone colors..blues, reds, yellows, beige...as you may be surprised at what you like and don't like when they are up on your wall. Tape them up at eye level and look at them in various lights, mostly natural light from the windows during the day, but also in the light of lamps at night. Pick a few of the ones you like and get either little pots of tester paint to paint a larger section on your wall, or get larger sheet-of-paper size paint chip cards if your preferred paint brand has these. The answer will be fairly obvious. Pick what you like, and what looks good in the light that enters your particular space. Worked for me. Ended up with a Benjamin Moore creamy white that went by its number, not a name. It also looked good with my exposed brick. It was so obvious a choice to me when I saw the chips on my wall that I skipped the second step of testing larger areas. I never tired of it. (Sorry I moved, and no longer have the paint color number...but it doesn't matter, as it would look totally different in your place than it did in my light.) I started the process thinking I had no idea what white would look good, and feared making a decidion I would later regret, but I found that when I looked at paint chips in the space, I had a strong opinion about what I liked after all. (Others agreed. I didn't even repaint when I sold the place 8 years later...just touched up scrapes..it still looked that good.) Trust your own eye.

Love Behr Ultra White

I'll agree with Textiles that it might be best to just grab a whole bunch of samples and find the tone that works best in your space. Beyond that, for an actual suggestion. I'd say:

Behr Ultra Pure White (Premium Plus).

It comes in several finish options, doesn't have to be special mixed (which makes it cheaper) and is a super bright, crisp white. It covers well too.

Martha Stewart pure white.
Ralph Lauren picket fence.
Behr ultra pure.
Laura Ashley edelweiss.

BM's Cloud White is pretty universally flattering, if you like 'warm' white. I'm more of a grey-white sort of gal, so I love Swiss Coffee and White Dove, also Ben Moore. In terms of brand, I'm obsessed with Para Paint's Ultra Suede finish, but I don't think it's available outside of Canada. My second choice will always be Benjamin Moore's Aura in the Matte finish (I have a hate on for shiny paint). It's pricy, but it's so nice to work with, it covers like a dream, and it has the added benefit of being low VOC and quick to dry. Plus, it wears well, which I think is pretty important in a white, since it does show everything.

I'm jumping on the paint sample bandwagon, here. Everyone has their favorite white, and probably for good reason! Because it probably looks fantastic in THEIR SPACE. But those are the key words. Living in a space for at least a few days so you can see where the light comes in and how it looks in certain rooms or during the times of day that you use each room is a really good idea, imo, that really pays off handsomely. I might even suggest a small sample tin (or five!) of whites you think might be good so you can strategically "swatch" the walls or surfaces you intend to paint to get an ever better idea. At any rate, good luck in your new place!

I wanted a definitive answer to the "one white paint to rule them all" question a month ago! We are in the middle of an extensive basement renovation and needed a starting point,to narrow down the options. It's crazy-making, no? The InterWeb and I spent many hours together. We were using pro painters for the first time and I really didn't want the color to be wrong, given the expense.

Even if you have to spend a hundred bucks or so to get paints and do big swatches for 5-6 whites, I think it's worth it to test drive several options. If you are trying to paint before moving in, you should still swatch and try to bring in a light you will be using in the apartment and if you have the leather chair, bring that too, so you can feel sure you have the shade you want.

My family apparently likes their whites to be really, really white. C2's Architectural White is white pigment and nothing else. That beat the 5 other options for our remodel no matter what time of day, type of light, whatever. Seed Pearl by Pratt and Lambert was usually 2nd; Kelly Wearstler really likes it on ceilings. It is probably not crisp enough for you. We also have the whitest white from the Phillip's Perfect Colors line of full spectrum paints from G & R Paints in San Francisco on our main floor. It's called Creme de Carol and we like it a lot. It uses a C2 LoVo base. Philip has some other nice white options and the shipping isn't too bad, also he is super knowledgeable about color when you call. G&R also carries the Ann Hall line of full-spectrum paints.

Sometimes looking for whites in houses you have admired in your region can help, since the light is similar. Are you in Cali? Check out all the different white paint colors in Alexandra and Eliot Angle's House Tour right here on AT:

http://www.apartmenttherapy.com/alexandra-and-eliots-1890-farm-164093

or in SF, "Alisha's Bright White Guest Cottage:"

http://www.apartmenttherapy.com/alishas-bright-white-guest-cot-122335

Good Luck and make sure to post a follow-up.

I know you want white, but my favorite neutral these days is the the palest of greys. It's a touch warmer than pure white and looks very chic with white trim and goes with all colours. Valspar "Blizzard Fog" is a favorite.

My comment is about brand vs. color. I've found that Behr is the most reliable in terms of consistent quality and ease of use. I am not a fan of Glidden, Ralph Lauren or Home Depot or Lowe's house brand paints...they are much harder to work with and the results aren't as nice looking. Personally, I like the eggshell or semi-gloss finishes because they are the easiest to clean. Good luck and post some pictures when you are done!

...you don't want a cold antiseptic hospital white, something a little warmer but nothing that suggests a color other than white......

I would definitely pick up a range of white chips to hold up against the bricks and all times of day to see how they interact. My instinct is that you will want a warm white in the pinkish range, not yellow range. The blue or green whites will probably look dingy against the terracotta of the bricks.

We painted our entire house (which was previously a combination of really horrible taupes and mint green) in white. We used BEHR's Premium Plus Interior Eggshell Enamel in Ultra Pure White everywhere - except the bathroom, where we used the Semi-Gloss.

It looks immaculate. It's bright but not too bright, easy to clean (we have kids) and clean in appearance (as in crisp) and when sunlight hits it, you feel like you're in a beach cottage. We're very happy with the results. As well, we found it one of the most cost effective options as it is available in a 18.9L container for around $150. Hope that helps!

My whole house is white, so I'm definitely on board. I have some unpainted brick, too, and it really does look nice against crisp walls. Artwork pops too. I think you'll love your new white space.

I won't recommend a paint, though, because I think you need to see watches in your space. Lighting, decor - it will change how the white looks. From experience, I recommend something not too cool - it can look clinical.

My white space: http://dans-le-townhouse.blogspot.com/p/house-tour.html

I'll chime in with my favorite, Benjamin Moore's Oxford White. It's a little more of a true white compared to the warmth of Cloud White. After working in an environment for several years that was painted in Cloud White I grew to gradually dislike it...too yellow for me. But paint clour, even white, is super personal and very dependant on the light you have in your home. I'd agree with everyone else that Zero-VOC is the way to go, plus all of Benjamin Moore's Zero-VOC paints are considered all-in-one paint and primer so though they aren't the cheapest paints, they do cover well so you won't be wasting paint, time and money on several coats! If you can get the under advertised Benjamin Moore Eco Spec - their Zero-VOC contractor grade paint - it's a little more economical but still fantastic quality. Good luck!

Oops, I meant paint colour not *clour*!

I'm a big fan of BM Super White... the trim and hallways are Super White (the halls are only white because we ran out of color-picking steam). But I love it! After painting a house that was cream from head to toe (and a yellow, country cream at that!) it's like a breath of fresh air.

The acknowledged master of white is Donald Kaufman. He has mixed whites for many architects and designers -- Richard Meier and the Getty Museum, and John Pawson.

I found Donald Kaufman one day on a trip to New York. On an ugly grey day, I walked into the Calvin Klein store, and had an almost religious experience. It was so serene and beautiful inside; the walls literally glowed. I did some research, and learned that Donald Kaufman was responsible for the paint.

I've not got 3 shades of Donald Kaufman Colors whites on my walls, and they glow too. That's because unlike other paints, he uses many pigments -- up to 16 different ones -- to build a color formula creating a "full spectrum" paint.

Can't tell you which white to use; it really depends on your particular space. But you can buy some DKC paint cards and sample pots online and try them out for yourself.

He really is the King of White...

I went through the same dilemma. Literally hundreds and hundreds of whites to choose from. I went through a lot of catalogs. Tried Pottery Barn's Decorator White but now painted my entire place (minus a few accent walls) Martha Stewart's LAMB white in flat. The color is definitely white but almost has a bit of milkiness to it which is nice. It definitely changes throughout the day as the lighting changes. Give it a shot!

Behr Vermont Cream has been my go-to for three different apartments, now. Looks great in every light and makes my worn-down furniture look cleaner than it is.

My house makes any color look warm. After trying many whites, we have BM's Decorator White almost everywhere. I have it in flat in the living area, eggshell in the bathroom, and semi gloss for the moldings and bookshelves. Even in places in the house where it looks the brightest, it never looks clinical or garish.
I just had the bathroom repainted and tried the Aura paint for the first time.I have asthma and paint fumes tend to really bother me. I noticed a dramatic difference and it really is worth the extra $20/gallon or so. One note, my paint said it is great paint, but slightly tricky to work with-you have to move quickly (I think because it's thicker.)

I recently moved into a new apartment and went all-white from a previous home full of color. My choice, given I knew I'd be using about 20 gallons of paint was to save some money but not compromise in style. Instead of using Benjamin Moore's Cloud White, I saved some $$$ and went with Behr's Swiss Cofffee.... its a perfect match in tone, goes on beautifully and painted my apartment with this from one end to the other. Its been 6 months and I still love its freshness and warmth. If you'd like to see photos of how it looks, check out my "new condo" photo set on my flickr site: http://www.flickr.com/photos/30138425@N07/

I have to add, given all the recommendations for BEHR paints, that I have used many, many products over the years in our various house renovations and projects. Pratt & Lambert, Benjamin Moore, Fine Paints of Europe, Colour Your World, Ralph Lauren, Para Paints, Dulux (took over Colour Your World)... of all the many paints brands we have used over the past 25 years, the ONLY one we have had terrible experiences with was BEHR.

I deeply, deeply regret ever having used BEHR paints in our house. It was an issue of convenience --- Home Depot was open on Sunday, and the Benjamin Moore store (and Pratt & Lambert) weren't, and Fine Paints of Europe was too far away... So we thought, heh, we'll just use BEHR. Afterall, it's just primer, what can it screw up, right?

Ha.

We've been paying for that mistake for the past 8 years.

The primer did not stick properly to the drywall compound, a fact we only found out after the final coat of paint had dried and chunks started peeling off. We had an intercoat adhesion problem; the primer did not stick to the drywall compound.

We sent off paint samples and bits of wall for chemical analysis, went back to the hardware store, sent the samples to BEHR. The subsequent paint layers stuck to the primer, but the primer did not stick to drywall compound. It was clearly a failure of the primer. But BEHR did nothing for us as consumers. The most they would have done was replace the primer -- not the drywall, not the labour and not the finish coats.

We've subsequently spoken with others who have had peeling problems with BEHR products, and know that we were not alone.

We're stuck -- we can't replace all the drywall!!! So, we've had to patch as we go, but believe me, we are furious with BEHR.

Moral of our story: DON'T EVER BUY BEHR and AVOID CHEAP PAINT.

And make no mistake -- BEHR is cheap hardware store paint. It does not compare in quality to Benjamin Moore or Pratt and Lambert or other smaller quality brands.

What happened to us may be rare, but what if it happens to you? We're stuck. We can't replace all our drywall to get rid of the crappy primer we used.

We now stick with Fine Paints of Europe. In fact, we had the Donald Kaufman Colors made up in Fine Paints of Europe Paints, as that is the product he specifies for private clients.

Still, we are putting it on a crappy, crappy base.

Our whites are DKC-51, a creamier but balanced white, and DKC-67, a beautifully balanced purer white. There's one more we used for trim, but I forget the number.

I have not had any problems with Behr (knock on painted wood!) and their Ultra Pure White in eggshell is crisp without any hints of blue. I just took my living room from black to white with no trouble.

New white walls here: http://www.gohausgo.com/2012/01/the-black-room-is-painted/

HG Magazine had an article about Donald Kaufman and why he is the master of mixing white hues, but sadly, they are defunct, and the article is not available online.

However, he is mentioned in this article, which has more information about how he mixes paints:

http://www.departures.com/articles/its-hue-they-know

Advice from Donald Kaufman on painting things white:

Donald Kaufman is considered the premier interior design colorist in the country. He says,

“Choose a white with a yellow cast for the walls, a slight pink cast for the ceiling and the barest tinge of blue for the trim. Visually you’ll have a sense of completeness because the main colors of the spectrum are present.”

http://decodingdecor.com/?p=1406

http://www.ruthburts.com/2011/09/what-are-some-great-neutral-colors.html

Good luck!

I'll suggest Benjamin Moore - but not a paint color. A white that I love may look totally different depending on the light you are getting in your place. Your best bet is to paint swatches. But you should already know that.

I've referenced past AT Color Therapy posts and found them quite helpful.

Over the years, I have used different brands, shades and finishes of white and I prefer true whites in a matte finish. I lately used latex matte «ceiling paint» - so thick it won't drop on your head when you paint. Pure white won't yellow and washes well too. Costs 30% less than regular latex paint.The matte finish gives the rooms a soft velvety feel while suggesting a modern architectural look. Could be a nice contrast with the brick wall.

I've always had great success with Behr, and its Swiss Coffee is the trim color throughout my house. In my last house, I went with its White Luxury (which they can still make for you but it doesn't seem to be on any of the paint chips?); it's a little less gray than Swiss Coffee, but still creamy and traditional. I'm not a fan of stark whites. If you want an off-white, look at Behr's White Clay -- it's an amazing color. Warm in winter, cool in summer.

For my current kitchen, I needed tinted oil-base paint, which Behr doesn't seem to do, so I went elsewhere and got Coronado, which gives good results though it's hard to work with. Behr is the choice of Consumer Reports, so I have to wonder if the other poster's drywall problem originated with the drywall or mud or curing and not with the primer. I have a whole basement full of drywall installed 48 hours ago, though, so I'll be extra cautious now. Thanks for the tip.

Behr is Home Depot's house brand crap paint. I recommend supporting your local (always independent) Benjamin Moore dealer. I have used many of their whites. Love the sophistication of a more nuanced color like Titanium, White Whisp, or Deep In Thought, depending on your preference regarding undertones. You MUST sample your color though. Color is created by light, so only by sampling will you ever know what white will be the "right white" for your space!

@Beefor Brian -

No, it was all analysed. There was no problem with the drywall or the mud -- drywall compound is quite a simple product, and it is pretty hard to screw it up. Plus, we had some left over and so had it checked out, and it was fine. It was the damn Behr primer. And we are not the only ones we have met who had the problem. We sent all the samples to Behr, and they didn't stand behind their product and even refund the cost of the cheap primer, much less the labour, the finish coats and their labour.

Cheap paint isn't worth the risk; it just isn't.

mschatelaine - did you use BEHR primer or BEHR paint or both? I'm a user who has had a very good experience with the BEHR paints which is why I'm also wondering if it's an issue outside of the paint.

@Night

We used the primer. Primer is paint. We've spoken with others who have used stains and paints and have had problems. It's not a common problem, but given what a huge corporation BEHR is, and what massive profits they make, I find it shocking that they did not stand behind their product and even provide new paint (not that fresh primer would have solved the problem or recompensed us for the damage it caused). Not a good company to deal with.

Anyways, as I keep saying, it taught us to use the very highest quality paints, because a quality problem with paint can be much more of a hassle than just the cost of a can of paint. So, we use mostly Fine Paints of Europe, but also Farrow & Ball, kt-Color, and locally, Benjamin Moore or Pratt & Lambert. After our experience, I would never waste our time and money on anything else.

Benjamin Moore's Decorator White is a safe, yet lovely choice. All your cherished items will look magnificent along side it. A touch of the palest of greys, or ANY hint of your absolute favourite colour in, say, Decorator White, is another solution. A whisper of that colour goes a long way and changes the room as the day progresses, from day to night.

We need color advice for our apartment! Our landlord is painting and has given us only a couple of colors as our options. They'll be using Dunn Edwards paint. They're painting Swiss coffee on the ceilings, doors, trim, and cabinets. For all the walls we have to choose between Pearl White or Navajo White. We live in Santa Monica, CA by the beach. We're leaning towards Pearl White for the walls but not sure if there will be that much of a contrast with the ceiling, doors, and trim being Swiss Coffee. Navajo Wht seems like it may look too drab but would provide more contrast. They aren't giving us any other options. Any thoughts or opinions out there? Do you think Pearl White walls will look good with Swiss Coffee ceiling, doors, trim, and kitchen cabinets? Thank you!