Which white paint to use?

[lechatnoir]

We about to move into our new house & whilst we decide what to do with it (homage to the 70's ) we want to just paint it all 'white' but where exactly do you start when choosing such a simple yet complicated thing as white paint!!!

It's a very light house and our decor/furnishing is quite contemporary (I'd like to say Conran but in reality more like Heals with a smattering of Ikea ). Preferably not Farrow & Ball as it will cost us a fortune.
Any thoughts or recs?

LCN

If you mean emulsion and have darker colours to cover I would recommend Crown Solo. Just covered the deepest pink with a light magnolia type colour using a paint pad in one go. It's the best paint I've used, excellent.

If you really just want white white I like dulux trade matt white

Thanks eve will definitely invest in that for the initial coverage then just need to find the right 'shade' of white for the top coat(s).
Noddy- isn't pure white a bit cold?