I selected this picture to share with the review because it shows the rug in the same frame as a true white lampshade. The rug is definitely ivory and I can see it skewing yellowish. That said, we love it for our active family room (kids, dog, cat) and it matches our off-white trim and Shiplap. It’s decently soft and plush, although we have a Safavieh Hudson shag that is my favorite for the price point. I wanted another inexpensive, industrial-style, decent quality rug that my husband wouldn’t mind me replacing in two years. This is it!!