I got this rug because I was looking for a bright white rug with some texture and other material to make it a bit more durable and hide some inevitable dirt. The rug is definitely not the white I was looking for, but more cream or off white. In a light yellow or white room, it looks more yellow or tan. 
However...This rug is so nice that I'm trying to switch other parts of my space to accommodate it! I'll need to deal with my bright white bed spread, but I think it will be worth it.