Dulux Vivid White
Vivid White - There is only one shade of pure white. Dulux call theirs Vivid White. Pure white has no additional tints mixed in. It’s as white as the manufacturers can make it.
Vivid White is very good on ceilings. It looks super clean and it reflects a lot of light down into the room. Ceilings are nearly always painted in a Flat/Matt finish. There has been a fashion in the past to use lighter version of the wall colour on ceilings – usually a warm white or cream. Personally I don’t like it. I think it looks like your white ceiling is a bit grubby or you have a chain smoker in the house.
Vivid White is also very good for timber trim (doors, windows, skirting, picture rails) usually used in a Semi-Gloss finish. The white borders of ceiling and trim ‘frame’ whatever colour you choose for the walls, whether that’s a subtle grey or cream, or a zany pink or green.
Also using Vivid White on your ceiling or trim makes tiny touch-ups or repairs very easy
Vivid White walls are surprisingly unusual in my experience.
Vivd white is used in art galleries to make the art really pop. So if you have a brilliant art collection that you want to highlight, Vivid White can work very well.
BUT if you're not careful this 'colour' can sometimes seem a little stark and clinical, unless your home is uber-modern (and is supposed to look that way!)