Can the world's 'ugliest colour' stop you from smoking?

Published: June 6, 2016
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A man smokes a cigarette on September 25, 2014 in Paris, holding a sample of a “plain cigarette packaging” cigarette box PHOTO: AFP

A man smokes a cigarette on September 25, 2014 in Paris, holding a sample of a “plain cigarette packaging” cigarette box PHOTO: AFP

As strange as it sounds, research has named Pantone 448 C as the ugliest colour in the world and tasked it with discouraging people from smoking.

A “drab, dark brown” also called “opaque couché,” was specifically selected after three months and multiple studies by research agency GfK.

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Described as “death,” “dirty” and “tar,” it’s not just plain ugly. It also has an important job to discourage people from smoking.

The agency was hired by the Australian government to find a colour that was so repugnant that if it was on tobacco products, it would dissuade people from smoking.

Pantone 448 C PHOTO: HOUSEBEAUTIFUL.COM

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The colour was later adopted by the country for all tobacco packaging along with graphic health warnings. Other countries in Europe, such as, United Kingdom, Ireland and France are now following Australia’s example and have passed “plain packaging” laws as well, using mockups using the same murky color.

This article originally appeared on TIME.

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Reader Comments (3)

  • Jadugar
    Jun 6, 2016 - 3:14PM

    Colour is just a colour!!! There is nothing Ugly about colours, It’s the mindset that is Ugly.!!!!Recommend

  • Pantone18
    Jun 6, 2016 - 5:40PM

    Probably being the devil’s advocate here but it actually looks even better than the plain white packings. Recommend

  • White Pale
    Jun 7, 2016 - 7:17AM

    White people displaying their hatred of brown color, as usual. LoL. Staying away from cigarettes might just be a by product, the actual message is to stay away and hate Brown color, mainly people. I understand White people’s mentality really well, I have been living with them in America for over 25 years. Everything in US, Europe, Australia has apparent or hidden Racial undertones.

    The most ugly color is pale white, which is also called Death color, as many people, who have white skin tone, after the blood supply stops, they turn this ghastly, pale white, also known as color of death. Recommend

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