The amount of moisture in them, suspended water. The more dense a cloud is, the darker it becomes.
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I would suppose that depends on the concentration of the cloud.
If a cloud has more contents in it, it becomes harder for the sunlight to pass through it, making it darker in colour
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Clouds are made of steam, fog is basically a cloud (a very low-flying one).
Clouds look white in direct sunlight because they scatter it, and they look gray in diffused light because there is not enough light to scatter.
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A nice white fluffy cloud has some water in it. A gray cloud has more water, more densely packed, and the water absorbs more light.
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