Why a cool white facing south
A white is 'cool' when it leans blue, green or grey, 'warm' when it leans yellow, pink or earth. In south light — golden, abundant — a warm undertone adds to that of the light: a cream such as Lots Road No.24 turns frankly yellow at noon. A cool undertone subtracts: Pure White No.1 or Walpole No.42 simply look white. It is the only place in the house where that is true.
Choosing from the list
For maximum brightness, Pure White No.1. For the whole house, Charterhouse No.4 or St Clement No.11, which hold facing north too. For a south-facing bedroom or bathroom, Greenwich Time No.8 or Walpole No.42, the coolest. For a classical living room, Acanthus Leaf No.12 or Belgravia No.6, the most restrained. For a room opening onto a garden, Syon Park No.13.
And remember that a cool white needs a warm partner in the room — timber, brass, linen, a deep colour on a piece of furniture — so as not to look austere. See also our warm whites for a dark room, which white for a ceiling, our colours for a south-facing living room and all our whites.