The color in Arctic is as featured in the pictures.   It is a calming, light color, good if you are aiming for light neutrals but need some relief from too much white.  We are pairing it with white countertops, white shaker-style cabinets, gray wood floors, and polished chrome hardware for a coastal look.  The only reason I am giving the tile four stars is because the kitchen backsplash is the last part of a renovation project.  Assuming it cuts and mounts as nicely as it looks, the purchase has been great.