East-facing rooms are a game of two halves. You get that gorgeous warm, golden light first thing, then it swings cool and a bit flat once the sun moves round past lunchtime. The trick is to pick colours with warmth baked in so they hold their character through the cooler afternoon rather than turning grey and lifeless.
For a bright, airy east-facing space, I'd point you at Paint & Paper Library Sand I (LRV 95.4) — it's about as light as a paint can be, but it's a warm white rather than a clinical one, so it bounces that morning light beautifully and doesn't go cold later. Crown Sail White (LRV 83.3) is a similar story if you want a touch more body on the walls.
Want a bit more colour? Dulux Pharaohs Gold 2 (LRV 67.1) is a lovely soft gold that practically glows in morning light and keeps a warm hum into the afternoon. For something deeper and more enveloping — think a snug or a study — Dulux Cardamom Pod (LRV 46.8) and Sanderson Artichoke (LRV 42.8) are both warm-leaning greens that won't go murky when the light drops off. And if you fancy a proper grounded, characterful tone, Crown Candy Clay (LRV 30) is a warm clay-pink-brown that's cracking in an east-facing bedroom.
The "but what about" here is usually: *can I use cool blues or greys in an east room?* You can, but go in eyes open — they'll look their best in the morning and can feel a bit chilly by 3pm. If you love a cool tone, choose one with a warm undertone rather than a true blue-grey.
Practical advice: always paint a decent test patch on the wall that gets afternoon light, and look at it at 8am, midday and again at dusk. That afternoon read is the one that catches people out.
Same story whatever the room: east light's morning-warm, afternoon-cool swing treats a kitchen, bedroom or home office alike, so pick the colour from the orientation and the finish from the use — wipeable where it's busy, flatter and low-VOC where it's restful.