The surface of the moon is not completely white with black spots, dark seas and craters. In fact, the albedo of the moon is only 0.12 or only 12% of the sunlight that illuminates the moon is reflected (78% of the light is absorbed).
The earth, on the other hand, is much brighter, the albedo of the earth in fact is (estimated) 0.3-0.39. This means that the earth reflects 30% of the sunlight it receives.
With overexposure and improved color rendering it is possible to reveal the colors of the lunar surface.