Incredible White SW 7028 Hue Family
In context of its Hue Family neighborhood, 1 Y (Yellow), on The Color Strategist Color Wheel. The pink arrows point to where it fits in among the other colors according to its Value 8.82 rounded to 8.88 and Chroma of 0.54 rounded to 0.50.
Color review for Incredible White 7028
Incredible White SW 7028 belongs to the yellow hue family over near the yellow-red hue family, as you can see on The Color Strategist Color Wheel above.
Colors from this YR to Y hue family neighborhood notoriously shift purple in certain qualities of light. (see infographic below)
Some people describe it as lavender, some call it a pale plum-brown.
In a balanced quality of light Incredible White SW 7028 is going to look like a near neutral off-white, it could possibly have moments of peachy-pinkish overtones.
You will find many who have used Incredible White SW 7028 and insist that it has “no undertones” it’s just a “greige”. While others will report that it looks full on purple.
That’s because of its hue family and because it’s a low chroma color. How -or if- it shifts or shows moments of overtones is determined by the light.
The light is boss.
Paint a sample board so you can move the color around the room. I recommend Samplize Peel-and-Stick Color Sample Decals.
Don’t choose the best lit wall in the whole room and test it in that one spot directly on the wall, you have to move this one in and out of the shadows. 
I have this color against cypress wood beams and crown molding as well as in a room with Pure White crown molding. It’s the perfect color. My original white molding was old and had yellowed. This caused the wall color to have the lavendar tint the color review spoke of. As soon as I repainted the crown molding SW Pure White, the lavendar tint completely disappeared and I was left with the white/slightly grey tone that I love about this color!
How interesting! We never view color in isolation, context is everything. Thank you for sharing, your experience and solution might be helpful to someone else.
I wish I’d found your website earlier, but I’ll be using it from now on!
I’m remodeling a home long-distance and made the call on this color after viewing it in various spots around the room on a cloudy day. It has photographed well with the updates from my contractor, but when I walked into the house this afternoon, I said, “it turned pink!” The space gets strong afternoon light, so I’m hoping that filtering it with some shades and getting our furniture in will help! It’s now evening, and the color is the perfect putty/gray tone I wanted, so I may just have to walk around blindfolded in the afternoons!