In interiors I love how white highlights good architecture, and any object in the room that has "good bones." White walls are a good backdrop for objects d' art and paintings that are placed in the room - white walls give focus to the lines of the items that are juxtaposed in front of them.
Painting a room white can make it have surprising depth. When I design an all-white room I use several different shades of white to bring out the architectural details, or I layer the space with strong forms in different tones and textures of white and then use some strong color contrasts to outline and bring the white into focus. My all time favorite white color is - Benjamin Moore paint Cloud White. It is a very soft white and easy to live with. It has a chameleon effect - taking on the colors of what is set next to it and changing in tone at various times of the day. Not every white is snow white. Try using whites tinted with: ivory, cream, antique white, and palest beige, blue and yellow. An interesting fact on the popularity of white is that Benjamin Moore has over 140 whites to choose from.
To maximize the light in a room I chose a paint with a semigloss finish rather than the latex matte finish more usual on walls. The "chalkier" matte finish absorbs light; the semi-gloss is more reflective.
Some of my favorite whites I use are are from Benjamin Moore: Cloud White, Simply White, Ballet White, White Dove, White Linen and Designer White.