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White is the colour of purity and perfection. The white colour is the most commonly used pigment in industries where its use ranges from medication and food, to our walls of our homes. But why is white so popular? Does it reveal our human desire for purity and perfection? The most commonly used white pigment is titanium dioxide. It is considered the purest white pigment today. Titanium dioxide is mainly extracted mainly from the black mineral ilmenite. The white pigment is made by reacting the ores of titanium either with sulphuric acid or chlorine gas, which are extremely toxic materials. How far we are willing to go in order to make our surroundings look clean and white, regardless of the consequences?