The foundation for almost every coloured paint is a good clear opaque white. Ours is based on Titanium, generally derived from Ilmenite sands and extracted using the (safest) chloride process. It is safe enough to use in food and has replaced lead white in all paint making now. The tone is a soft white and avoids the blue whiteness beloved of industrial paint and detergent makers. We will often use it on ceilings in schemes that aim to draw in the light.